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Q-Score: Celebrity Maths?

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FionaJ
1292639.  Sun Aug 12, 2018 7:44 pm Reply with quote

There is a formula that can determine how popular everyone is.

The Q-Score, the quotient score, measures the appeal and familiarity of celebrities, brands, companies and entertainment in the US. In a survey people have to rate the subject as follows:

A. One of my favourites. B. Very Good C. Good D. Fair E. Poor F. Never heard of

The higher (or more positive) the Q-Score, the more the subject is known and liked by those who are familiar to it/him/her. This logic equally applies to a negative Q-Score.

But can these scores actually determine which celebrities to advertise with or hire for films?

The answer seems to be...not really.

For example, a problematic figure is Tiger Woods, whose past infidelity meant his general likeability fluctuated - yet his marketing potency wasn’t equally affected.

However, despite the Q-Score being created by the marketing company Creative License, the current CEO called it “a little bit of snake oil”!

(Clients of impactful advertising companies can still insist on referring to the Q-Score before embarking on a project.)

N.B.: Q-Score is just one version of a popularity rating and was one of the first; there are many more.


SOURCES:
http://www.creativelicense.com/docs/WSJ.pdf

 

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