Marketing Madness at Superbowl XLVI New logo last year • Iconic Lombardi Trophy • Platform with Roman numerals • Regional element incorporating the city and stadium
Rookies of the Year!
Who will you not see?
Superbowl 2012 Sneak Peak Click here
ADVERTISING STRATEGIES
Ideal Kids (or families) Always seem perfect. The kids are really hip looking, with the hottest fashions, haircuts and toys. Ideal families are all attractive and pleasant looking -- and everyone seems to get along!
Family Fun A product is shown as something that brings families together, or helps them have fun; all it takes is for Mom or Dad to bring home the "right" food, and a ho-hum dinner turns into a family party.
Excitement Who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your skateboard!
Star Power Your favorite sports star or celebrity is telling you that their product is the best! Kids listen, not realizing that the star is being paid to promote the product.
Bandwagon Join the crowd! Don't be left out! Everyone has this product, don’t you?
Scale This is when advertisers make a product look bigger or smaller than it actually is.
Put-downs When you put down your competition's product to make your own product seem better.
Facts & Figures This is when you use facts and statistics to enhance your product's credibility
Repetition Advertisers hope that if you see a product, or hear its name over and over again, you will be more likely to buy it. Sometimes the same commercial will be repeated over and over again.
Heart Strings Ads that draw you into a story and make you feel good, like the Mc. Donalds commercial where the dad and his son are shoveling their driveway and the son treats his poor old dad to lunch at Mc. Donalds when they are done.
Sounds Good Music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles, that you just can't get out of your head, are another type of music used to make you think of a product.
Cartoon Characters Tony the Tiger sells cereal and the Nestlés Quick Bunny sells chocolate milk. Cartoons like these make kids identify with products.
Weasel Words By law, advertisers have to tell the truth, but sometimes, they use deceptive words or phrases that can mislead viewers. Look for words in commercials like: "Part of. . . " "The taste of real. . . " "Natural. . " "New, better tasting. . . " "Because we care. . . "
Omissions Where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be "part" of a healthy breakfast, it doesn't mention that the breakfast might still be healthy whether this product is there or not.
Are You Cool Enough? This is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people who look uncool trying a product and then suddenly become hip looking and do cool things.
Build The Anticipation The Super Bowl has the distinction of being an event where the commercials are sometimes more entertaining than the football game itself. Because of this, some companies hype their advertisements with "pre-advertisements. "
Sentiment & Broad Appeal The advertisers try to associate their products with sentimentality and nostalgia. Many commercials use old and familiar celebrities and while trying to keep the tone of their commercials light.
Humor Advertising humor can be extraordinarily effective when it is used correctly. People will actually look for your ads, and talk about them if they are good. It generally works best with established and commonly purchased products.
Super Bowl Trivia
Cost of a 30 -second spot in this year’s game? On average $3. 5 million
Number of 30 -second spots sold for the 2012 game 70
Number of viewers worldwide as estimated by the NFL 1 Billion
Number of media credentials (press pass) issued 4, 500
The average Super Bowl attendee will spend how many nights in a hotel? 4
The game is broad cast in how many countries & in how many languages? 232 Countries 34 Languages
What percentage of attendees are from another state? 85%
What percentage will arrive by plane? 70 to 90%
1. Watch at least ½ hour of the Superbowl (live or taped). 2. Complete the “Favorite Ad Reflection Activity” (online). 3. Be prepared to discuss your opinions with the class on Monday. 4. Enjoy Superbowl Sunday!!
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