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

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

3. 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

4. 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

5. Why Spend $2.4 Million for a 30 Second Ad?

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

7. Number of US Viewers that Watched the SB

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

10. Motivational Creative Devices
Information
Rationality
Comparison
Emotion
Love
Fear

11. 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

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

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

14. Is a Super Bowl Ad a Good Marcom Investment?

15. 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

16. 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