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Davie-Brown Index (DBI)
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 s ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from Generic brand, generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a produ ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
The Marketing Arm
The Marketing Arm, also known as TMA, is a marketing and creative agency owned by Omnicom Group. With offices in New York City; Los Angeles; Chicago; Dallas; Wilton, Connecticut; Irvine, California; London; Manchester; São Paulo; and Shanghai. The agency specializes in strategy and execution across sports and entertainment, experiential, celebrity and influencer, digital and social, shopper and promotion, and content production. Origins Founded in 1993 by Ray Clark, a former ProServ and Talent Sports International executive, The Marketing Arm was created as the event and corporate sports marketing division of Athletic Resource Management Inc. (ARM), a Memphis-based sports agency headed by Jimmy Sexton and Kyle Rote, Jr., a former professional soccer player in the NASL. History In January 2023, Trina Roffino was promoted from TMA's president to CEO. In September 2022, TMA updated its branding with new colors, fonts, designs, and a new web domain and social media handle, wearetma ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Omnicom Group
Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer relationship management (CRM), public relations and specialty services. The services included in these disciplines are media planning and buying, digital and interactive marketing, sports and events marketing, field marketing and brand consultancy. Omnicom Group was ranked as one of the four largest advertising agencies in the world by ''The New York Times'' in 2002. In 2014, Omnicom was considered the second largest advertising holding company by ''The Wall Street Journal''. The company employs more than 77,000 employees in over 100 countries worldwide. History In 1986, Allen Rosenshine, Keith Reinhard and John Bernbach (son of William Bernbach) co-created Omnicom in a three-way merger of BBDO Worldwide, Doyle Dane Bernbach and Needham Ha ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. The term most commonly refers to a person who purchases goods and services for personal use. Consumer rights “Consumers, by definition, include us all," said President John F. Kennedy, offering his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech : John Fitzgerald Kennedy outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: *The right to safety: To be protected against the marketing of goods that are hazardous to health or life. *The right to be informed: To be protected against fraudulent, deceitful, or grossly misleading informatio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Celebrity
Celebrity is a condition of fame and broad public recognition of a person or group as a result of the attention given to them by mass media. An individual may attain a celebrity status from having great wealth, their participation in sports or the entertainment industry, their position as a political figure, or even from their connection to another celebrity. 'Celebrity' usually implies a favorable public image, as opposed to the neutrals 'famous' or 'notable', or the negatives 'infamous' and 'notorious'. History In his 2020 book ''Dead Famous: an unexpected history of celebrity'', British historian Greg Jenner uses the definition: Although his book is subtitled "from Bronze Age to Silver Screen", and despite the fact that "Until very recently, sociologists argued that ''celebrity'' was invented just over 100 years ago, in the flickering glimmer of early Hollywood" and the suggestion that some medieval saints might qualify, Jenner asserts that the earliest celebrities live ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Demographics
Demography () is the statistical study of populations, especially human beings. Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as education, nationality, religion, and ethnicity. Educational institutions usually treat demography as a field of sociology, though there are a number of independent demography departments. These methods have primarily been developed to study human populations, but are extended to a variety of areas where researchers want to know how populations of social actors can change across time through processes of birth, death, and migration. In the context of human biological populations, demographic analysis uses administrative records to develop an independent estimate of the population. Demographic analysis estimates are often considered a reliable standard for judging the accuracy of the census information gathered at any time. In the labor fo ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Gender
Gender is the range of characteristics pertaining to femininity and masculinity and differentiating between them. Depending on the context, this may include sex-based social structures (i.e. gender roles) and gender identity. Most cultures use a gender binary, in which gender is divided into two categories, and people are considered part of one or the other (boys/men and girls/women);Kevin L. Nadal, ''The SAGE Encyclopedia of Psychology and Gender'' (2017, ), page 401: "Most cultures currently construct their societies based on the understanding of gender binary—the two gender categorizations (male and female). Such societies divide their population based on biological sex assigned to individuals at birth to begin the process of gender socialization." those who are outside these groups may fall under the umbrella term ''non-binary''. Some societies have specific genders besides "man" and "woman", such as the hijras of South Asia; these are often referred to as ''third gende ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Celebrity
Celebrity is a condition of fame and broad public recognition of a person or group as a result of the attention given to them by mass media. An individual may attain a celebrity status from having great wealth, their participation in sports or the entertainment industry, their position as a political figure, or even from their connection to another celebrity. 'Celebrity' usually implies a favorable public image, as opposed to the neutrals 'famous' or 'notable', or the negatives 'infamous' and 'notorious'. History In his 2020 book ''Dead Famous: an unexpected history of celebrity'', British historian Greg Jenner uses the definition: Although his book is subtitled "from Bronze Age to Silver Screen", and despite the fact that "Until very recently, sociologists argued that ''celebrity'' was invented just over 100 years ago, in the flickering glimmer of early Hollywood" and the suggestion that some medieval saints might qualify, Jenner asserts that the earliest celebrities live ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Analytics
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or manufacturer. Sometimes tasks are contracted to a dedicated marketing firm or advertising agency. More rarely, a trade association or government agency (such as the Agricultural Marketing Service) ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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