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Conclusions & Recommendations

The test of Hypothesis 1 shows that it is 100% accepted for the ten cases presented. Thus, we can say that area correlation matrix is a good predictor of success of a campaign. Moreover, the CEI is also a good predictor of popularity of the celebrity. Brands generally will have lower CEI than
personalities due to deliberate attempts to have strong positioning to fight competition and develop competitive advantages.

The following recommendations are made to brand managers and account managers: -

1. The cost of an endorsement will be a positive correlated function of CEI
2. The popularity of the campaign is a function of area correlation matrix
3. If the right match is found between the brand and celebrity, popularity of the campaign can be optimized
4. The cost of the campaign can be reduced by involving celebrities with high polarized archetype value which matches with the brand

Limitations

The CEI and area correlation are highly time dependent. The image and archetype of a personality is often volatile and may change with time. The use of the method involves: -

1. Repeated surveys for CEI calculations
2. Keeping track of celebrity activities
3. Continuous search for new and emerging celebrities

Concluded.

* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.

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