Misplaced Pages

Davie-Brown Index: Difference between revisions

Article snapshot taken from Wikipedia with creative commons attribution-sharealike license. Give it a read and then ask your questions in the chat. We can research this topic together.
Browse history interactively← Previous editContent deleted Content addedVisualWikitext
Revision as of 07:30, 24 February 2020 editTuanminh01 (talk | contribs)Extended confirmed users3,843 edits fix ref← Previous edit Latest revision as of 01:20, 10 January 2025 edit undoKikosays (talk | contribs)343 editsNo edit summaryTag: Visual edit 
(12 intermediate revisions by 10 users not shown)
Line 1: Line 1:
{{Short description|Independent index for brand marketers and agencies}}
{{Nofootnotes|date=August 2007}} {{more footnotes|date=August 2007}}
The '''Davie-Brown Index''' (DBI) is an independent index for ] marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.<ref></ref> The '''Davie-Brown Index''' (DBI) is an independent index for ] marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.<ref>{{Cite web |last=McDonald |first=Duff |date=2006-02-24 |title=The Celebrity Trust Index -- New York Magazine - Nymag |url=https://nymag.com/news/intelligencer/16143/ |access-date=2025-01-10 |website=New York Magazine |language=en}}</ref>


Developed in 2006 by Sharp Analytics and white labeled by celebrity talent division of ], an ] Inc. promotion agency, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing initiatives. DBI data is designed to help determine a celebrity's ability to influence brand affinity and consumer purchase intent.<ref></ref> Developed in 2006 by Sharp Analytics and white labeled by celebrity talent division of ], an ] Inc. promotion agency, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing initiatives. DBI data is designed to help determine a celebrity's ability to influence brand affinity and consumer purchase intent.<ref>{{Cite news |last=Steinberg |first=Brian |date=2006-02-13 |title=Omnicom Unit to Enter Game of Valuing Stars |url=https://www.wsj.com/articles/SB113979992994972159 |access-date=2025-01-10 |work=Wall Street Journal |language=en-US |issn=0099-9660}}</ref>


According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on ] buying behavior. Respondents who are aware of a certain celebrity are asked a standard set of questions about that celebrity. Using a six-point scale, consumers evaluate celebrities across seven key attributes: Appeal, Breakthrough, Trendsetter, Influence, Trust, Endorsement, and Aspiration. An overall DBI score is developed each time a ] is indexed and can be narrowed down to key ], including ], age and ethnicity.<ref></ref> According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on ] buying behavior. Respondents who are aware of a certain celebrity are asked a standard set of questions about that celebrity. Using a six-point scale, consumers evaluate celebrities across seven key attributes: Appeal, Breakthrough, Trendsetter, Influence, Trust, Endorsement, and Aspiration. An overall DBI score is developed each time a ] is indexed and can be narrowed down to key ], including ], age and ethnicity.{{CN|date=September 2021}}


Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.). Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.).


In 2013, The Marketing Arm partnered with Repucom, a market research firm, to launch the Index in 12 international markets.<ref></ref> In 2013, The Marketing Arm partnered with Repucom, a market research firm, to launch the Index in 12 international markets.<ref>{{Cite web |title=Celebrity index goes international {{!}} News |url=https://www.research-live.com/article/news/celebrity-index-goes-international/id/4009836 |access-date=2025-01-10 |website=Research Live |language=en}}</ref>


==References== ==References==
Line 14: Line 15:


==External links== ==External links==
*
* *
* *
Line 24: Line 24:
] ]
] ]

{{advertising-stub}}

Latest revision as of 01:20, 10 January 2025

Independent index for brand marketers and agencies
This article includes a list of general references, but it lacks sufficient corresponding inline citations. Please help to improve this article by introducing more precise citations. (August 2007) (Learn how and when to remove this message)

The Davie-Brown Index (DBI) is an independent index for brand marketers and agencies that quantifies consumer perceptions of more than 2,900 celebrities, including TV and film stars, musical artists, reality TV stars, news personalities, politicians, athletes, and business leaders.

Developed in 2006 by Sharp Analytics and white labeled by celebrity talent division of The Marketing Arm, an Omnicom Group Inc. promotion agency, the DBI provides marketers with a systematic approach for quantifying the use of celebrities in their advertising and marketing initiatives. DBI data is designed to help determine a celebrity's ability to influence brand affinity and consumer purchase intent.

According to various news articles, the DBI consists of a 1.5 million-member consumer research panel which evaluates a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior. Respondents who are aware of a certain celebrity are asked a standard set of questions about that celebrity. Using a six-point scale, consumers evaluate celebrities across seven key attributes: Appeal, Breakthrough, Trendsetter, Influence, Trust, Endorsement, and Aspiration. An overall DBI score is developed each time a celebrity is indexed and can be narrowed down to key demographics, including gender, age and ethnicity.

Updated weekly, DBI attribute rankings are dynamic and change depending on major events (e.g., industry awards, positive/negative news, etc.).

In 2013, The Marketing Arm partnered with Repucom, a market research firm, to launch the Index in 12 international markets.

References

  1. McDonald, Duff (2006-02-24). "The Celebrity Trust Index -- New York Magazine - Nymag". New York Magazine. Retrieved 2025-01-10.
  2. Steinberg, Brian (2006-02-13). "Omnicom Unit to Enter Game of Valuing Stars". Wall Street Journal. ISSN 0099-9660. Retrieved 2025-01-10.
  3. "Celebrity index goes international | News". Research Live. Retrieved 2025-01-10.

External links

Stub icon

This advertising-related article is a stub. You can help Misplaced Pages by expanding it.

Categories:
Davie-Brown Index: Difference between revisions Add topic