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?"
The question of whether or not Google is actually a species of media company has dogged it since its early days. Truth is, it's missing one key characteristic.
By Ben Elowitz, contributor
FORTUNE -- Since Google's early rise, this question has consumed hordes of those watching it: Is Google a technology company or a media company? Paradoxically, Google has continuously defied the dichotomy, seeming to succeed in media precisely by maintaining that MOREAug 24, 2011 8:10 AM ET
The net loss in "media value" last quarter, according to a new report, was nearly $460 million
Here's an interesting exercise. Take the total number of news stories, social media mentions and tweets about Apple (AAPL) over the course of, say, three months. Rate each hit for its impact and value -- positive, neutral or negative. Calculate what it would cost to generate that kind of buzz if you paid a MOREPhilip Elmer-DeWitt - Jan 24, 2011 3:55 PM ET
A drop in the bucket for the search behemoth.
Google today settled the class action lawsuit it earned when it launched Google Buzz without any privacy controls. Google Buzz is a social networking tool similar to Twitter that allows users to share information with their connections. In order to jumpstart users' social graph, Buzz users were automatically, and publicly, linked to people they often Gmail-ed with. That made for some embarrassing connections.
Google (GOOG) MORESeth Weintraub - Nov 2, 2010 4:39 PM ET
Another update to Google Maps for Android (4.3) adds the times to public transit as well as Latitude and easy restaurant ratings.
Just a month after the last feature update of Google Maps for Android, Google has updated the application again with more standout features. This time, the app receives big help for commuters using public transportation and Geo-social networkers.
Now, if you click on a train or bus stop, Google (GOOG) gives you as MORESeth Weintraub - Jun 23, 2010 11:45 AM ET
Numerous upgrades to the Maps application include biking directions, Google Navigation shortcut and most importantly Location Sharing.
Google's updated Maps application just got a lot more social including the ability to publish your location via Google Buzz, Facebook or Twitter.
From any search results page, choose to "Share this place" to send that place's info, such as its address and phone number, to whomever you like. If you want to meet someone MORESeth Weintraub - May 11, 2010 5:21 PM ET
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
|2 million Facebook, Gmail and Twitter passwords stolen in massive hack|
|Job growth drives mortgage rate jump|
|Investors brace for big dip in stocks|
|GM to discontinue Chevrolet brand in Europe|
|Ron Paul: Bitcoin could 'destroy the dollar'|