FORTUNE -- Some purists used the fact that Apple (AAPL) had replaced the always appealing but generally anonymous faces in its TV ads with a couple of Hollywood celebrities -- Zooey Deschanel and Samuel L. Jackson -- as evidence that the company had gone to hell without Steve Jobs at the helm. (See Siri takes a star turn.)
But a new YouGov BrandIndex survey suggests that Apple marketing may still know how to do its job.
According to a report issued Tuesday, the Siri ads featuring Deschanel and Jackson coincided with a boost for the iPhone brand among the all-important demographic of 18–34 year old Americans:
"Just as the new Siri campaign premiered on April 19th, iPhone's buzz score in the 18 – 34 demo was 16, several points below Android's 26 score. Five days later, iPhone's buzz score passed Android, 30 vs. 29... The iPhone's buzz score peaked on May 4th with a 51 score, while Android moved a couple of points down to 27."
Both men and women responded positively to the ads, according to YouGov, but men registered the strongest push.
YouGov BrandIndex's Buzz score was determined, as usual, by asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
A polling firm tests the question raised this week by the New York Times and ABC News
"Has Apple lost its cool?"
That was the title of a New York Times blog post Wednesday -- itself a follow-up on a three-minute conversation between ABC News correspondent John Berman and the Times' Nick Bilton the day before. The video, available here and below the fold, is probably not safe for viewing at One MOREPhilip Elmer-DeWitt - May 7, 2010 6:40 AM ET
The first TV ads gave Apple's tablet computer a short-lived shot in the arm
In the weeks since Steve Jobs unveiled his latest creation, public perception of the iPad has been all over the lot -- up, down and sideways.
The chart at right, produced by YouGov's BrandIndex, is a snapshot of that roller coaster ride taken in the days before and just after Apple (AAPL) aired the first iPad TV MOREPhilip Elmer-DeWitt - Mar 19, 2010 11:05 AM ET
Verizon leads the pack. AT&T is No. 2. T-Mobile and Sprint bring up the rear
There's bad news for Apple (AAPL) and not such great news for Palm (PALM) in a BrandIndex consumer survey published Tuesday by YouGov. Both firms originally tied their cellphones to exclusive U.S. carriers -- AT&T and Sprint, respectively -- neither of which scored particularly well in terms of quality, value and customer satisfaction. (Palm has since MOREPhilip Elmer-DeWitt - Mar 9, 2010 7:00 AM ET
Their battles on air and in court somehow managed to lift both their reputations
In politics, mudslinging tends to sully both the slinger and slimed. But according to a YouGov BrandIndex survey released Monday, the ad wars this fall between Verizon (VZ) and AT&T (T) had the opposite effect.
As you may recall, Verizon went after AT&T and Apple's (AAPL) iPhone with a series of high-profile "There's a Map for That" ads MOREPhilip Elmer-DeWitt - Dec 14, 2009 10:28 AM ET
|Regulators pave way for Internet "fast lane" with net neutrality rules|
|Coffee prices skyrocket after Brazil drought - The Buzz|
|GM's $1.3 billion recall cost wipes out profit|
|Taxpayers are subsidizing CEO pay - The Buzz|
|Female gun instructors in hot demand|