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Advertising Dilemma

Advertising Dilemma. Do companies get enough bang for their buck? . Where is the game?. East Rutherford, NJ 1 st time it is being hosted by two states MetLife Stadium Naming rights deal in 2011 $17 million a year, split between Jets and Giants. Broadcast Rights.

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Advertising Dilemma

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  1. Advertising Dilemma Do companies get enough bang for their buck?

  2. Where is the game? • East Rutherford, NJ • 1st time it is being hosted by two states • MetLife Stadium • Naming rights deal in 2011 • $17 million a year, split between Jets and Giants

  3. Broadcast Rights • NFL television rights are the most lucrative and expensive rights of any American Sport • NFL signs TV rights deals with Fox, NBC and CBS • The broadcast networks will pay a total of nearly $28 billion in fees over nine years under the new contracts, which take effect after the NFL's 2013 season. • This years broadcast is on FOX. • Super bowl most watch show of the year • Advertisers Rejoice! Super Bowl XLVIII Expected To Break TV Viewership Record • 111.2 million estimated • 20 countries

  4. Advertising • Any paid non personal form of communication • Message • Inform • Persuade • Remind • AIDA formula • Attention • Interest • Desire • Action

  5. Super Bowl Commercials • 70 + spots available for sale • FOX is charging $4 million per 30 seconds • Highest in History • The greatest minds in advertising have been working feverishly for months, trying to immortalize their brand with the next great Super Bowl commercial.

  6. Super Bowl Pricing • Where the ad runs in the game • How much commercial time is purchased • Advertiser pops for pre/post game packages • Discounts for purchasing more sponsorships

  7. Why Super bowl? • Most watched single day event • Most diverse group of spectators

  8. Goals of Super Bowl Ads • Increase Sales • Increase Brand Awareness and Equity • Must be memorable • Proven more effective when linked to contests, giveaways, and drive traffic to website

  9. Top Super Bowl Advertising Categories • Dot-com companies • Motion pictures • Automobile • Beverage

  10. Digital Marketing • Viewers see ads then rush to website to watch uncut versions or grab freebies • Company monitor website hits • Companies update servers to handle online traffic • You have to be ready to handle everything

  11. Social Media Marketing • You have to get the most mileage out of those expensive TV ads by leveraging other media  • A social media campaign • make your loyal customers even bigger fans • draw in new customers. • Companies have to be prepared for the fact that they can’t control what people will write or tweet about them, positive or negative.”

  12. Papa John’s • giving away pizzas on game day. • Of course, you have to register on their Facebook page to be eligible! 

  13. Super Bowl Successes! • GoDaddy.com- unknown until after Janet Jackson spoof during super bowl 2005 • picked up 5 percentage points of market share within the first 48 hours after a Super Bowl ad. It posted almost $1 billion in revenue last year. • Danica Patrick, Jillian Michaels (GoDaddy Girls) • Homeaway.com- huge increase in internet traffic after 2010 commercial • Career Builder- leapfrog rival Monster after its first Super Bowl ad in 2005 • Anheuser- Bush- best advertiser at branding a product during the Super Bowl 

  14. What is popular? • Use of • Babies • Animals • Sexy • Anything that the majority of people can relate to and enjoy. • Diverse audience • Large TM

  15. Critters or Celebrity • It’s risky business • How do companies choose? • HAS TO BE MEMORABLE

  16. Celebrities in 2014 • Celebrities are besides dogs and kids the most favorite ingredients for Super Bowl commercials. • Scarlett Johansson • Ben Kingsley  • Stephen Colbert • David Beckham • John Stamos, Bob Saget and Dave Coulie- full house •  Arnold Schwarzenegger, Don Cheadle and comedian/musician Reggie Watts • Sarah McLachlan • U2 •  Ellen DeGeneres • Danica Patrick •  Johnny Galecki- big bang theory • Richard Lewis- comedian • Laurence Fishburne-the matrix

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