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  1. Surveys
  2. 2011
  3. December
  4. C
  5. Celebrity Product Placement
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Name
   
 
 
Company
   
 
 
Job title/job description
   
 
 
Years of professional experience
   
 
 
How important is CPP as marketing communication tool in your opinion?
 
Very important
 
Somewhat important
 
Neutral
 
Somewhat unimportant
 
Very unimportant
 
 
 
What are your objectives for CPP?
 
To increase product/brand awareness
 
To increase product/brand recall
 
To increase product/brand recognition
 
To positively change consumers' attitudes towards product/brand
 
To improve brand image
 
To build brand image
 
To differentiate brand from competitors
 
To influence purchase intention
 
To increase ROI (Return on Investment)
 
To increase sales
 
Other
 

 
 
 
Do you think the product/brand category influences the success of CPP?
If no, please skip to question 11.
 
Yes
 
No
 
 
What product/brand categories are most suitable for CPP?
Not suitable Very suitable
Niche-market products/brands
Mass-market products/brands
Luxury & premium products/brands
Regular products/brands
Existing products/brands
New products/brands
 
 
Which placement situation type is more suitable?
Daily life (natural situation) Red carpet (staged situation)
Niche-market products/brands
Mass-market products/brands
Luxury & premium products/brands
Regular products/brands
Existing products/brands
New products/brands
 
Alcohol & Tobacco
Cars
Consumer Electronics
Daily life (natural situation) Red carpet (staged situation)
Cosmetics
Food & Beverages
FMCGs
Fashion (Clothes and Accessories)
Jewellery
Venues (bars/restaurants)
 
 
Please evaluate the importance of the following potential success factors concerning the execution strategy/placement design.
Very Unsatisfied Unsatisfied Neutral Satisfied Very Satisfied
Campaign objectives – clarity (Objectives of CPP campaign are clearly identified)
Campaign objectives - measurability
Compensation
Control of performance
Distribution type
Editorial content
Exposure
Product availability
Prominence
Selectiveness
Type of situation
 
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