super bowl ads – worth the cost? shanna carrow amy wilson
TRANSCRIPT
Super Bowl Ads – Worth the Cost?
Shanna CarrowAmy Wilson
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 secondsConcern: Commercials don’t impact long-term memory
Advertising and Money
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:RepetitionSenses
Emotion
Repetition
Use catchy slogans or jingles that consumers will repeat on their own
Jingles – Oscar Mayerhttp://www.youtube.com/watch?v=sqenc937hN4
Meow Mix
Free Credit Report.com
Slogans: Subway – Eat FreshFive dollar foot long
Senses
Emotional commercials – positive vs negative
Remember both positive and negativeParis Hilton – Carl’s Junior ad (negative) - 2005
Doritos – PositiveHumor increases memorability (Judith Austin)
http://www.youtube.com/watch?v=hpjaOUjUPUc
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?
What’s Your Opinion?
Jingle? Humor?
What commercials impact you the most?
Who will win the super bowl?
Who is mad about the 49ers?
Source
http://www.purdue.edu/newsroom/general/2011/story-print-deploy-layout_1_10478_10478.html
Judith Austin