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Apple’s Super Bowl Launch of the Macintosh

Apple’s Super Bowl Launch of the Macintosh. Apple Super Bowl Reflection. Things that you liked…. Things that you did not like…. _______________________ _______________________ _______________________ _______________________ _______________________ _______________________

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Apple’s Super Bowl Launch of the Macintosh

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  1. Apple’s Super Bowl Launch of the Macintosh

  2. Apple Super Bowl Reflection Things that you liked… Things that you did not like… _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________

  3. Super Bowl Facts • 2012 Super Bowl – 111.3 Million viewers. Most watched in history. • 2011 Super Bowl – 111.0 Million viewers. • 2010 Super Bowl – 106.5 Million viewers. • 2009 Super Bowl - 98.7 Million viewers. • Cost for 30 sec ad during Super Bowl 1 (1967) - $42,000 • Cost for 30 sec ad during Super Bowl XXXV (2001) - $2.3 million • Cost for 30 sec ad during 2009 Super Bowl - $2.8 million • Cost for 30 sec ad during 2010 and 2011 Super Bowl - Approximately $3 million • 2012 - $3.5 Million • 2013 - $4 Million • All time highest rated Super Bowl ad in terms of impact of the advertising message was the groundbreaking Apple "1984" commercial.

  4. Super Bowl Facts (cont)) • Recent research suggests that women now (over the last few years) make up nearly 45-46% of the Super Bowl audience. • On average, the total commercial time is about half of the total game time. • 58% of viewers pay more attention to the Super Bowl commercials than regular commercials. • High profile commercials are only seen in America. Other countries tuning into the game view local advertising instead. • Guacamole consumed on Super Bowl Sunday - 8 Million Pounds. • Chips consumed on Super Bowl Sunday 14,500 Tons. • Increase in Antacid Sales Monday After Super Bowl 20 Percent. • People who call in sick Monday after Super Bowl 6 percent (5,922,000 in 2009)

  5. Characteristics of Successful TV Commercials • Balances humor with message while avoiding being offensive • Story is unique and creative • Story relates to the brand and makes connections to consumers • Specific to target market, but relates to masses • Includes contact info (web address) • Commercial joins culture (Buzz/Viral Marketing) • Includes consumer generated marketing • Brand is accurately featured (logo, trademark, relevant colors)

  6. E*Trade - Baby Commercial…

  7. E*Trade – Baby Commercial… Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. • _________ Balances humor with message while avoiding being offensive • _________ Story is unique and creative • _________ Story relates to the brand and makes connections to consumers • _________ Specific to target market, but relates to masses • _________ Includes contact info (web address) • _________ Commercial joins culture (Buzz/Viral Marketing) • _________ Includes consumer generated marketing • _________ Brand is accurately featured (logo, trademark, relevant colors)

  8. Monster.com – When I grow up…

  9. Monster.com – When I grow up… Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. • _________ Balances humor with message while avoiding being offensive • _________ Story is unique and creative • _________ Story relates to the brand and makes connections to consumers • _________ Specific to target market, but relates to masses • _________ Includes contact info (web address) • _________ Commercial joins culture (Buzz/Viral Marketing) • _________ Includes consumer generated marketing • _________ Brand is accurately featured (logo, trademark, relevant colors)

  10. Doritos – Crystal Ball…

  11. Doritos – Crystal Ball… Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. • _________ Balances humor with message while avoiding being offensive • _________ Story is unique and creative • _________ Story relates to the brand and makes connections to consumers • _________ Specific to target market, but relates to masses • _________ Includes contact info (web address) • _________ Commercial joins culture (Buzz/Viral Marketing) • _________ Includes consumer generated marketing • _________ Brand is accurately featured (logo, trademark, relevant colors)

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