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"Q" Score


"Q" Score:-

  • Developed in 1963 by Marketing Evaluation Inc., an American company
  • Q score is influenced by both people’s familiarity with the subject and their favourability towards it.
  • It is widely used for selecting the right celebrity endorser for brand advertisement.
  • The Q score answers the question “how appealing is the person among those who know him or her?”
  • First the respondents are asked to indicate two things- whether they seen or heard about the selected celebrity? Secondly, if yes , then  the respondents are asked to rate the celebrities on a scale that includes-
 
    1. One of my favourites, 2. Very good, 3. Good, 4. Fair, 5. Poor,
               6.      Never heard.
        Then after marketing companies suggest celebrity name to companies for brand  advertisement.
 

Comments

  1. abhay2 December 2012 at 06:49

    was not aware of Q-Score.
    .nice.. to the point academic explaination.

    - Priti and Abhay

    ReplyDelete
  2. Unknown15 December 2012 at 02:52

    And the Q Score of this post is Very Good!

    ReplyDelete

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