4550 What We Can Learn from the Super Bowl

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Presentation transcript:

4550 What We Can Learn from the Super Bowl Professor Campbell 2/8/05 1

Plan for the Day Memory What we can learn from Super Bowl advertising

Some Implications of Memory Must get the target to process Relevance Need to provide “sufficient” repetition Best to provide multiple, different marketing communications Variation (Cosmetic vs. substantive) Unnava & Sirdeshmukh, 1994 Try to make it easy for the consumer to retrieve communication effects Cues

Brand Awareness Ability of potential buyers to recognize or recall that a brand is a member of a certain product category Only one in product class Only Brand Recalled Top of Mind Recall Recognition Uncertain/ Unaware Unaware

Why Spend $2.4 Million for a 30 Second Ad?

% of U.S. TV HH Tuned to the Super Bowl

Number of US Viewers that Watched the SB

What Makes a Good (Super Bowl) Ad? Borrowed Interest sex animals Humor Source Celebrity Mystery Music Metaphor

Motivational Creative Devices Information Rationality Comparison Emotion Love Fear

Motivation... Good communications catch the attention of the target Stopping power Target self-identification Good communications maintain the interest of the target Relevance Benefit communication Support

Opportunity... Good communications also provide the target with opportunity to process

Influences on Opportunity to Process Media choices Pacing Clutter Context Message structure Order of presentation Position of brand name identification (mystery or BNE ads)

Is a Super Bowl Ad a Good Marcom Investment?

Marketers Need to Think About… Cost per audience member Commercial-viewing audience Quality of (likely) interest in the ads Audience mood Climate of the surrounding environment Likelihood of PR pickup

What Can Communications Do? Establish awareness of the category or brand Influence Awareness Maintain awareness of the category or brand Establish an image for the brand Influence Perceptions Modify brand positioning Educate or change misconceptions/clarify attributes Change trade-offs made by customers Influence Preferences Change dimensions/importance weights Develop an intent to purchase Influence Behavior Encourage switching to own brand Promote new uses or usage occasions Influence Trade Obtain distribution Encourage favorable attention/space, etc. Influence Investors Increase share price Increase volume