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Celebritati Din Romania Proiect La Dirigentie Echipa: Madalina si Alexandru

Discutia de astazi

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O sa discutam despre...

1)Definitie 2)Analiza si Comparatii 3)Top 20 Personalitati romanesti Analizate 4)Preferinte identificate 5)Detalii Suplimentare...

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, Personalitate

Definitie : Celebritate , Vedeta , Star

Cine stie sa raspunda la intrebare?! :)

Dupa parerea voastra,ce inseamna cuvantul"celebritate"?

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Top 20 personalitati

in spoturile romanesti analizate

Pozitiile 6-20
Rank 20 19 18 17

Dupa numarul de aparitii

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Domeniu

Bianca Dragusanu
Ciprian Marica Bogdan Lobont Alex Velea

Media Sport Sport Muzica Media Media Media Media Sport Sport Media Media Media Muzica Sport

Top 20 dominat de celebritati masculine

Doar 5 femei in top 20

Reclamele de tip Self-Promo propulseaza vedetele din Media

16
15 14 13

Razvan Simion
Dani Otil Dan Diaconescu Crina Abrudan

Domeniu

12
11 10 9 8 7 6

Leonard Doroftei
Adrian Mutu Daniela Crudu Mihaela Radulescu Andreea Marin-Banica Puya (Dragos Gradescu) Ilie Nastase

Media Sport Muzica

Reprezentanti in Top 20 8 5 2

Top 5

Dupa numarul de aparitii

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de aparitii

Locul 1 CRBL

Top 5 in perioada 2007-2011

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Media

Actorie

Sport

Muzica

Dupa numarul de aparitii

2007
Andreea Esca 1 Camelia Potec 2 Gheorghe Hagi 3

2008
Emil Hurezeanu Ovidiu Ioanitoaia Andreea Balan Andreea Banica Andreea Marin

2009
Dan Diaconescu Adrian Mutu Bogdan Lobont Ciprian Marica Florin Piersic

2010
CRBL Cristian Chivu Gheorghe Hagi Mircea Badea Smiley

2011
CRBL Puya Andra Maruta Ghita Muresan Leonard Doroftei

4 Ilie Nastase
5 Marian Simion

In ultimele luni, vedetele din muzica impart din ce in ce mai des pozitiile in top 5 cu personalitatile din sport. Personalitatile din domeniul media par sa nu mai patrunda cu aceeasi usurinta in top 5 Lipsa de performante in fotbalul national, afecteaza apetitul advertiserilor pentru

aceasta categorie de vedete .

Top Branduri si domenii

Dupa numarul de spoturi

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Top 10 Branduri care folosesc celebritati

Top 10 Domenii care folosesc celebritati

6
7 8 9 10

Telecomunicatii Campanii Sociale

2
3 4 5

Presa scrisa Produse cosmetice Banci Produse alimentare diverse Bere Cultura Bauturi racoritoare / Apa Automobile

Vedete si branduri
Andreea Marin

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Alte branduri

2007

2008

2009

2010

2011

Vedete si branduri
Andreea Raicu

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Alte branduri

2007

2008

2009

2010

2011

Vedete si branduri
Adrian Mutu

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Alte branduri

2003

2004

2006

2007

2010

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Tendinte identificate

in spoturile romanesti analizate

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#1 Mai multe spoturi cu celebritati

14

#1: Creste gradul de utilizare

600 500 400 300 5.4% 3.0% 3.5% 4.4% Fara celebritati % cu celebritati Cu celebritati

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a celebritatilor
10.6%

Analiza spoturilor din Romania. Numar de spoturi

11.1%

12.0% 10.0%

6.1%

8.0% 6.0%

200
100 0

4.0%
2.0%

05

06

07

08 60

09

10

2011

0.0%

Procentual, reclamele cu celebritati sunt pe un trend ascendent Intre 2005 si 2011 cresterea medie anuala este de 28.7% Raportul intre spoturile fara si cele cu celebritati este de 9 la 1 Pentru 2011 estimam un numar de 46 de spoturi cu celebritati

Spoturi cu celebritati
estimat

50 40 30 20 10 0 8
05

49 31 10
06

38

18
07

15
08 09 10

2011

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#2 Celebritatile masculine domina

in spoturile romanesti analizate

#2: Celebritatile masculine domina

2005 2006 2007 2008

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Dupa numarul de aparitii

2009

2010

2011

Femei Barbati

37% 63%

Femei Barbati

20% 80%

Femei

Barbati

Celebritatile de gen masculin domina atat topul general al spoturilor cu vedete cat si majoritatea domeniilor analizate

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#3 Schimb de generatii

#3 Schimb de generatii
Celebritati in functie de domeniul de activitate Actorie Media Muzica Sport Altele

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Varsta medie a celebritatilor din spoturile romanesti 0 10 20

31.6 33.0 42.0 40.7 42.8 35.9 39.0

30

40

50

2005 2006 2007 2008 2009 2010 2011

1 0 1 1 10 2 8

3 16 3 5 6

1 2 3 6 7

3 7
13

0 0 2 1 0 8 1

2005 2006 2007 2008 2009 2010 2011

18

27
18
78

23

29
5

24
66

23

77

12

Lipsiti de rezultate notabile, sportivii au fost inlocuiti de muzicieni Schimb de generatii in domeniile actorie si media (ex. Andreea Marin, Mihaela Radulescu, Florin Piersic)

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Detalii suplimentare
Si alte tendinte identificate

20

Detalii suplimentare

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Vedete / spot 2.8 in 2010

In 2010 spoturile in care au aparut vedete au avut in medie 2.8 vedete / spot.

Personajele din spot

Fara vedete 4.60% Fara vedete

Spotul
0.50%

Cu vedete 29.70% 0% folosesc produsul 50% 100%

Cu vedete

10.20%
0% 50% 100%

nu folosesc produsul

este testimonial

nu este testimonial

Detalii suplimentare

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Daniela Crudu Bianca Dragusanu

Vedete / spot 2.8 in 2009.

In 2009, spoturile in care au aparut vedete au avut in medie 2.8 vedete / spot.

Personajele din spot

Fara vedete 4.60%

Spotul
Ilinca Vandici Fara vedete
0.50%

Cu vedete 29.70% 0% folosesc produsul 50% 100%

Cu vedete

10.20%
0% 50% 100%

nu folosesc produsul

este testimonial

nu este testimonial

Asa sa fie?

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Povestea spoturilor
Fara vedete 32.40%

Cu vedete

42.60%

0% ...implica umor

50%

100%

nu implica umor

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Umor in spoturile romanesti. Evolutie

59% 50% 36%

48%

25%

38% 20% 22%

14%

14%

2006

2007

2008

2009

2010

2011

Fara Celebritati

Celebritati feminine

Celebritati masculine

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SFARSIT!!!
MULTUMIM!!! :*