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Super Bowl Ads – Worth the Cost?

Super Bowl Ads – Worth the Cost?. Shanna Carrow Amy Wilson. Advertising and Money. Goal of advertising: Make the product memorable Companies spend a lot. Do they get a return? Super bowl ads: $3.5 million dollars for 30 seconds Concern: Commercials don’t impact long-term memory.

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Super Bowl Ads – Worth the Cost?

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  1. Super Bowl Ads – Worth the Cost? Shanna Carrow Amy Wilson

  2. Advertising and Money • Goal of advertising: Make the product memorable • Companies spend a lot. Do they get a return? • Super bowl ads: $3.5 million dollars for 30 seconds • Concern: Commercials don’t impact long-term memory

  3. Long-Term Memory • “Since repetition is the foundation of consumer memory, companies just might be better off with 10 $300,000 commercials than one $3 million commercial” – Judith Austin • What creates a long – term memory: • Repetition • Senses • Emotion

  4. Repetition • Use catchy slogans or jingles that consumers will repeat on their own • Jingles – Oscar Mayer • http://www.youtube.com/watch?v=sqenc937hN4 • Meow Mix • Free Credit Report.com • Slogans: Subway – Eat Fresh • Five dollar foot long

  5. Senses • Emotional commercials – positive vs negative • Remember both positive and negative • Paris Hilton – Carl’s Junior ad (negative) - 2005 • Doritos – Positive • Humor increases memorability (Judith Austin) • http://www.youtube.com/watch?v=hpjaOUjUPUc

  6. Take Away • Advertisements that are remembered are the repeated ones • Also, the funny ones • Same company, different commercials • Budweiser • Smaller companies – is it worth it?

  7. What’s Your Opinion? • Jingle? Humor? • What commercials impact you the most? • Who will win the super bowl? • Who is mad about the 49ers?

  8. Source • http://www.purdue.edu/newsroom/general/2011/story-print-deploy-layout_1_10478_10478.html • Judith Austin

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