Super Bowl Advertisement Messaging Strategies
During the 2016 Super Bowl, companies paid approximately $5 million for a 30-second commercial, according to CBS (Ourand, 2015). With this type of investment, it is important for companies to strategically consider how to relay messages to consumers in a meaningful way. However, even a hefty investment will result in a very low increase of sales (Clow & Baack, 2016). Visual advertising results in better message delivery than other forms of advertising for larger companies with a creative mix of strategy, source, appeal, and execution shown in Table 1. The results of a creative mix promote customer loyalty, acquisition, and increased product exposure. Successful messaging assists in potential
J. Heinz Company incorporates wiener dogs in hot dog costumes into a cognitive general messaging strategy. The commercial uses storytelling execution and a once popular song to bring focus to the use of Heinz ketchup via the “Wiener Stampede” advertisement (Heinz Ketchup, 2016, January 31). The simple concept is not overwhelming or distracting so the product remains the central focus. The advantages for this national brand is the broad exposure to a target audience, as other ketchup brands did not advertise during this time. The costumes of ketchup bottles at the end display the Heinz logos, offering opportunities for brand recognition, although with little recall throughout. Likewise, the likeable canines help lead to effective delivery of product messaging, engaging an audience with a positive impact (Kim, Freling, & Grisaffe,
However, the vast majority of advertisers during the Super Bowl are large companies with enough assets to handle the costs and a poor return on investment of approximately one percent in increased sales (Clow & Baack, 2016).
The advantage to such a large audience for a national brand is the immediate exposure to an extremely large target audience, so the opportunities to see (OTS) with a frequency of just one day is of great significance (Clow & Baack, 2016). Although, clutter is a disadvantage to advertisers during the Super Bowl, as viewers are barraged with an overwhelming number of commercials throughout the run of the game. Utilizing unprecedented or unique advertising can increase sales if a company is larger, has more brand equity, brand value, and brand awareness (Kim, Freling, & Eastman,
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
Advertisement is defined as a public notice, a paid announcement which is meant to attract an audience who interprets themselves with the ad. The human mind is so attractive to new things that it makes it harder for these big companies to come up with new idea to catch our attention. It’s a huge cycle that leads us to an uncontrolled opinion and gives the power to decide for us to the advertisement companies. “Peyton Manning-Gatorade Commercial” is a great way to bait young viewers’ attention into not only buying the product of Gatorade but also making them more notable to watch football.
Advertisers and researchers have reviewed Super Bowl commercials, since they are very prevalent among viewers and highly lucrative for networks. Programming the ads...
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
Normally people do not like to sit around and watch commercials, but when it comes to the Superbowl, it is a different story. Some people watch the Superbowl just to see the commercials! But why are these commercials so special? During the Superbowl large companies such as Buick, Skittles, Verizon, etc. make entertaining, eye catching, and persuasive commercials to try to get viewers to buy their products. Companies will use popular athletes and celebrities in their commercials because they know people will want what their idol has. Companies find various ways to positively represent their product.
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
Advertisements are part of my everyday life I see them everywhere throughout my day. They are in magazines, television, billboards, and outside of businesses. Some of my favorite advertisements are during the super bowl. Hayakawa says: “The best advertising, however, is thought about, laughed over, and acted upon by multitudes” (p. 135). The super bowls commercial are usually funny, and they make me laugh, which also makes me think about them. I feel that is the general purpose of an advertisement is to get people's attention while making impressions that people can remember.
The most-watched event in the US every year, the Super Bowl. The Super Bowl is the championship football game of the National Football League (NFL). A brief explanation of football is this, a game of two teams trying to score as many points as possible in the allotted amount of time. Each team has an offense and defense when the team is on offense they either run the ball or pass the ball to try and score a touchdown, while the opposing team's defense is trying to force the team's offense to give up the ball or the possession. If the team with the ball does score or is forced to give up possession, the offensive and defensive teams switch roles (the offensive team goes on defense and the defensive team goes on offense). The game is split into four, fifteen minute quarters. What makes football different from most sports is the violence and aggression of the game. In order to stop players with the ball you have to tackle them since every player is
“Super Bowl Facts.” Center for Research on the Effects of TV. 31 Jan. 2001. Web. 24 Jan. 2011. .
The first big commercial, which promoted the new Macintosh computer, was aired in 1984. Although commercials were being aired during the game before, this was the point where larger corporations began to realize that with the large population watching this game, there would be no better time to air these commercials (obviously the Super Bowl was not as popular back then as it is today). This was the revolutionary point of media in the super bowl. For any viewer watching the game today, there is much anticipation toward these commercials because they are said to be the best of the year filled with propaganda, humor, and other psychological techniques to real in the viewers. If you look at the graph below we can see how the cost to air a commercial has changed over the past 50 years since the super bowl first began. Today, with the increased population that tune in to watch the game, the cost of airing one 30sec commercial has increased over 4 million dollars as opposed to the minimal amount paid towards the
The message content, consumer’s behavior, and advertising funding or budget determines how effective the advertisement for a product will be (Putte, 2009). Advertising is a crucial element in promoting a business because it is the most visible portion of marketing and reaches a mass amount of potential customers (Ferrell & Hartline, 2014). New Belgium struggled to use the work “folly” because they did not want to send the wrong message to viewers, and they did not want the word to be misinterpreted by viewers to mean something different from what they were using the word for. This was the company first advertising campaign in the form of a national commercial so it was essential for them to do it right with the hopes of gaining more customers
An estimated 103.4 million people tuned in to Super Bowl LII. Although this year had the smallest audience since 2009, that still means almost a third of the United States population watched the game and companies paid ridiculous amounts of money for their 30 second commercials. What does this say about American society? Why do Americans place such elevated amounts of value on this one game? Why do companies and viewers place value on those 30 second commercials? Americans spend time watching tv and shopping and they have become easy targets for ads, so of course companies would pay insane amounts of money to have their commercials played on the most watched program in the United States. There are three main approaches to Super Bowl commercials: comedy, politics, and celebrity endorsement. These three ideas seem accurate to the values and stereotypes of Americans.
Prestige, worldwide attention, and the desire to increase sales are some of the most obvious reasons companies want to have their ad shown during the Super Bowl. But there is another advantage that can come out of having your name or product aired during the big game. Free publicity. The social factor of public fascination with Super Bowl advertisements can crea...
For instance, the wand-like imagery portrayed by the spoon in Jimmy’s left hand combined with the wizard-like beard and the “chicken & stars” concept together come to create a cartoonish presentation. Judging from the textual evidence (“The wisest kid in the world”) the assertion that the author uses strategies like bandwagon, and snob appeals to manipulate the subconscious minds of the viewers can be justified. To support that assertion previously mentioned, the phrase “The wisest kid in the world” in context with the picture that promotes Campbell’s soup conveys the idea that Jimmy is the wisest kid in the world and he eats Campbell’s soup. This is a prime example of manipulation, bandwagon, and ethos because the author of the ad is suggesting that the product will make you (the reader) like Jimmy (The wisest kid in the world). Transitioning into to my next claim, this ad is harmful to society because the product is poisoning to human health. Accordingly, the cans in which Campbell’s soup is contained leach BPA into food. BPA is known as cancer causing agent that kids like Jimmy are particularly susceptible to, this reveals the corruption of the
With all the festival events building up to the Super bowl, the media is everywhere, Interviews with players, pass game clips, appearing on almost every television channel. The Super Bowl is the headliner in the newspapers people read. As well, the commercials during the program presented