Download Superbowl[1]

Bowl
Advertising
“The Super Bowl is one time when viewers
focus on ads. Everybody talks about them.”
Larry Weber
Josh Hayden
Jason Craig
Ronnie Jacko
Designing the Message
For the first time in 2007, fans were able to
get in on the action by pitching, writing and
producing Super Bowl ad spots. Chevy, the NFL
and Doritos all featured fan-generated
commercials. From a marketing standpoint,
these contests generated extra attention to
the brands before, during and after the Super
Bowl. Doritos created even more buzz by
hosting the contest on Yahoo! Video (where
many of the brand’s target market hang out)
and allowing their consumers to vote for the
winning entry.
Designing the Message
- Dale Backus and Wes Phillips co-created
the winning "Crash the Super Bowl" Doritos
commercial." Live the Flavor" aired early in
the first quarter. Kristen Dehnert’s runner
up, "Check Out Girl" aired during second
quarter.
- Katie Crabb, University of Wisconsin at
Milwaukee student, won the Chevy Super Bowl
College Ad Challenge with her "Car Wash"
entry.
- Gino Bona’s pitch for "Hard to Say
Goodbye," aired at the two minute warning,
won NFL’s "Pitch Us Your Idea for the Best
NFL Super Bowl Commercial Ever. Seriously."
contest.
Designing the Message
Some Common
Approaches:
• Lifestyle
• Fantasy
• Humorous
• Slice-of-life
• Mood/Image
Media Alternatives
(Selecting the Media to Use)
Television is, obviously, the primary
source for commercials. However, some
bright companies, what with the advent and
perpetual progression of technology (and
the internet in particular) have begun
capitalizing on new strategies:
- Commercials that directly advertise company
Websites have become common in recent years.
- Some ads passively flash the brand’s Website
on the screen during or at the end of the spot.
- Others, such as Snickers, encourage you to
visit the Website for more information or to
interact with the brand.
Supporting the Community
While using marketing and advertising resources to support
the “greater good” may lose revenue time, the image left
in consumer’s minds makes for solid public relations.
This year the NFL, CBS Cares, the Bears’ Lovey Smith and
Colts’ Tony Dungy donated time (and lost advertising
revenue for the network) to support Big Brothers Big
Sisters. The NFL also donated a 10 second spot
encouraging viewers to volunteer at unitedway.org.
That 10-second spot would
ordinarily cost about one
million dollars.
This is Tony Dungy.
Woo.
Creativity: Worth It?
Creative Ads should seek to:
• Attract attention and retain attention.
• Achieve the objective of the advertising strategy.
• Avoid errors, especially legal ones.
Key is to be creative but not controversial
Selecting Advertising Objectives
Strengthen store’s image or reputation
Cultivate new customers
Retain your present customers
Make consumers think of you first when a need for your
products occurs, especially if they are not commonly
purchased
Factors to consider
•Sponsorship Sells
•There were at least 15 sponsors for this years Superbowl
•Some video coverage provided by Budweiser
•Built Ford Tough Kickoff Show
•The Pepsi Halftime Show
•Blockbuster Total Access Halftime Show Report
•the game's Cadillac Super Bowl MVP, which was presented
during the Cadillac Super Bowl Today Post Game Show
Type of product being sold (biggest advertiser in 2005Anheuser Busch -- 300 seconds or 10-:30 spots)
Competition
Coca Cola: 133 seconds
Ford: 120 seconds
Size of trading area (reaches over 40% of all U.S.
households)(40% of those viewers are female)
Budgeting For a Super Bowl ad
Much more expensive
Year
1967
1969
1984
1985
1995
1999
2000
2004
2005
Ad Cost(30Seconds) U.S. T.V. Audience Ad Cost per viewer
42,000
40,000,000
0.0011
67,500
60,000,000
0.0011
450,000
110,000,000
0.0041
500,000
110,000,000
0.0045
1,000,000
120,000,000
0.0083
1,600,000
128,000,000
0.0125
2,100,000
134,000,000
0.0157
2,250,000
144,000,000
0.0156
2,400,000
134,000,000
0.0179
2006 Ad Cost: $2.5 million for :30
Super Bowl Promoted movies
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0
First Weekend
First Week
Super Bowl Promoted Movies
Total US Box
Office
Non-Super Bowl Promoted Movies
Scheduling of Advertising
Evaluating the Results
Ineffective advertising is due to. . .
Advertising not creative or appealing
Advertising not giving all the information
needed
Advertisement not directed at the proper target
market (biggest advertiser in 2005-Anheuser
Busch)
Evaluating the Results
- The top at-home American party event of the
year, surpassing even New Year’s Eve
- 2nd largest U.S. food consumption day
behind only Thanksgiving
- Audience in America is 140 million viewers
(worldwide audience 1 billion)
- Movies being promoted during Super Bowl make
more money at the box office than those that
don’t
Evaluating
the
Results
Beverages
130
Vehicles, Tires, & Motor Oils
66
Telecommunications, E-Commerce and Financial
Services
50
Food & Restaurants
40
Movies & Entertainment
39
Apparel
38
Non-Food Consumer Packaged Goods & Retail
28
Transport Services, & Lodging
27
Analgesics & OTC Medication
20
Credit Cards
16
Total number of national ads run
454
A Final Statistic
•58% of respondents in a Feb.
2005 poll talked more about
the ads than the game
. . . seems pretty effective to us.
Sources
• http://www.websitemarketingplan.com/marketing_management
/superbowl5.htm
• http://classes.bus.oregonstate.edu/ba495/schedule.htm