Who is the real 'king' among CF stars?
Brand consulting company 'Brand38 Institute' (Brand38.com) investigated the SMBI (Star Marketing Brand Index) by interviewing 2000 people (Seoul Kyunggi residents who are 17 years of age or older, in 1-on-1 interviews) over 10 days from the 3rd to the 12th.
SMBI measured the advertisement effects of stars who are cast in TV advertisements by measuring a variety of indicators, including which ad, among all the TV advertisements that star has done, first comes to mind; how well viewers recognize the TV advertisements in which the stars appear; whether the stars cast best fit the TV advertisement for which they have been hired; the extent to which the stars' roles in the TV ads cause viewers to have a good impression of that brand; the extent to which the stars' TV ads caused viewers to have trust in that brand; and the extent to which the stars' TV ads caused viewers to cause the desire to buy the brand.
After surveying with these questions, they asked whether these 'big stars' are earning the money they cost.
For the first half of 2010, the models who best fit with TV ads were chosen, from 1st to 4th, as 2PM, Yoo Jaesuk, SNSD, and Kim Yuna, respectively.
This is the formula for top boy group 2PM, top girl group SNSD, Nation's MC Yoo Jaesuk, and world-class figure skater Kim Yuna.
According to the investigation by the research institute, 2PM's Anycall Corby was 39th place; Yoo Jaesuk's Shinhan Financial Group was 27th; SNSD's Goobne Chicken was 21st, and Kim Yuna's Hausen air conditioner was 19th, showing that the top big stars are not earning the money they cost.
They are "receiving that much attention through all advertisers, and when it comes to exposing skin on advertisements, there can be no other star. As each one of the stars has a different image, it is difficult to accept them all in one TV advertisement. With variance in their images, it is difficult for viewers to properly accept it," went the analysis.
From the side of stars' favorability, the top star was Kim Taehee for Paris Baguette; for trust, the top star was Kim Yuna for Nike; for the desire to buy, the top star was Lee Sun Kyun's Dunkin Donuts.
Another notable result was actor Kim Suro, who at 40 was picked as a star who shines in CFs.
Kim Suro showed many varied layers on SBS 'Family Outing' and earned the affinity of many viewers, after which he appeared on KBS 2TV drama 'God of Study,' earning the love and confidence of students and students' parents simultaneously. In past TV model surveys regarding the fitness of the star with TV modeling, he was 15th place in the first half of 2006; 101st place in the second half of 2006; 106th place in the first half of 2007; 71st place in the second half of 2008; 55th in the first half of 2009; 125th place in the second half of 2009, and 36th place in the first half of 2010.
In the first half of 2006, SMBI ranked him 16th for his black bean paste CF (Nongshim), but with a chicken CF in the first half of 2010, he has risen to 2nd place. Despite his age at 40 years old, he has been crowned as the king of TV advertisement modeling.
Won Bin's Maxim T.O.P. CF was 1st place for the second consecutive time. According to the research institute, "This is the first time since Kim Jung Eun's BC Card CF took 1st place 3 times that the same model and same brand have taken 1st place consecutively since we began our semi-annual surveys in 2003," it was communicated.
Brand38 research institute has released the SMBI twice a year since 2003.
source: NATE News
cr: hottestunion
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