MxMIndia

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  • The software is targeted for mainly advertisers, media planners and celebrities firms to help them which attribute of a celeb suits a brand/product the most

    Ormax to help brands pick right face with Celebritix

    By A Correspondent

     

    How many times you have watched an advertisement and wondered ‘how is this celeb relevant for the brand?’ And if you are from other side, ‘which celeb will suit my brand?’

     

    Now you can stop worrying and wondering, Ormax Media has come up with a new product, Celebritix – a celebrity evaluation software – which will make it all simple.

     

    The celebrity evaluation software allows brands to evaluate and select the best celebrities for endorsements and film tie-ups, based on the fit between the brand and the celebrity.

     

    According to the study done by the organisation, almost 16 per cent of the television advertisements feature celebrities. “It is important to know who the ‘right’ celebrity for a brand is and what he/she can do for it. A correct candidate not only helps to differentiate the brand but also builds visibility and drives sales,” said Shailesh Kapoor, CEO, Ormax Media while launching Celebritix.

     

    The software is targeted for mainly advertisers, media planners and celebrities firms to help them which attribute of a celeb suits a brand/product the most. As per the research done by Ormax, there are 20 most common attributes which can help in the process of finding the right face for a brand. Some of the attributes in the Celebritix list are vivacious, adventurous, bold, righteous and youthful.

     

    The software will allow the users to create a brand profile by assigning weights to different attributes that best describe the desired personality of the brand. Based on the brand profile, the software will recommend celebrities that best fit the brand, using a proprietary metric called the OCX (Ormax Celebritix) Score.

     

    The OCX Score can also be used for selection of films for associations, based on the fit between the star cast and the brand. Additionally, subscribers will have access to two other modules – Stars India Loves (SIL) and Box Office Forecast – that will allow them to take informed decisions on film tie-ups.

     

    SIL is Ormax Media’s monthly star popularity research product running since November 2010. In Box Office Forecast, the users will get an indicative estimate of the likely opening day performance of the film at the domestic box office, based on campaign tracking, category trends and normative data. The forecast will be available up to 12 months before the release of the film.

     

    Celebritix currently features a total of 36 celebrities from Bollywood and cricket. Every quarter, up to 10 new celebrities will be added to the tracking, based on market trends, box office and cricket performance. The research covers 4,000 respondents every quarter, across 20 attributes, in the target group of 18-44 yrs., SEC ABC, across Mumbai, Delhi, Bangalore, Ahmedabad and Lucknow.

     

  • For 24 FMCG companies, the selling expenses as a proportion of net sales stood at 12.1 per cent – the lowest in at least the last ten quarters

    FMCGs saved on advertising cost in the March quarter

    By A Correspondent

     

    FMCG companies managed to rationalize their costs this March quarter. And one of the areas where they have managed to cut corners is the area of advertisement and promotion expenses.

     

    For 24 FMCG companies, the selling expenses as a proportion of net sales stood at 12.1 per cent – the lowest in at least the last ten quarters. This proportion stood at 12.9 per cent in the December quarter, 12.6 per cent in the September quarter and 12.7 per cent in the June quarter. Lower spend on advertising has helped companies to fairly protect and in some cases boost their operating margins. Most companies focussed more on below-the-line marketing activities rather than above the line ones.

     

    HUL has managed to bring down its ad spends by 100 bps from the previous year to 12 per cent of its total domestic sales for the quarter ended March 2012. ITC’s other expenses (comprising its expenditure on advertisement and promotion) stood at 22.6 per cent of net sales – lower than 22.9 per cent in the preceding December quarter.

     

    Another MNC, Colgate spent 8.5 per cent of its revenues on advertising – the lowest in the last four quarters. It spent 16 per cent and above in the first three quarters of this fiscal on advertising and promotion. Marico was one of the few companies whose advertisement and promotion spend was exceptionally higher at 14.3 per cent of its net revenues.

     

    Source: The Economic Times
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