The Super Bowl Case
The Super Bowl has over the years gained so much publicity and subsequent viewing, a fact that has made advertising during gaming season a very expensive affair. Highly charged showcase commercials coupled with inflated ad production costs have left critics asserting that there’s no return on the advertising investment. Such naysayers have more often than not concluded that Super Bowl advertising is not really worth the cost. Contrary to such a view, advertisers best understand the dynamics at play in their world and have consequently invested even more in Super Bowl advertising. Millions of dollars have been pumped in before, during and after Super Bowl (Kotler & Armstrong 456).
One wonders; why has the Super Bowl become so much an important advertising venue? It is, however, to be understood that it has become a mere platform to something even greater. The speculation; rating of commercials; previewing and viewing that go on among ad critics; and consumers and media pundits have become a central point of focus. Advertisers have, therefore, resorted to creating a broader campaign that runs long before, during and even after the Super Bowl (Kotler & Armstrong 456)
Over the years, social media and mobile communications have had an impact on the game. Unlike before, advertisers now try to generate excitement and anxiety before the game by leaking information about the ad or even releasing teaser ads. In some instances the real ad is made available online, a shining example being Chevrolet that aired its ad 17 days to the game in the 2013 Super Bowl. Also in the same Bracket is Kia Motors that released a clearly strategic preview where it showed a 15-second teaser ad featuring super model Adriana Lima who was captured waving a checkered flag and a suggestive line ‘See You on Sunday’ in 18,000 theatres countrywide. The same was aired to the people later on D-day. (Bruce, Laura, Gary, p.2)
It is undisputable that this strategy has paid off in Super Bowl. Companies like Volkswagen, Honda, Coca cola, Doritos and Samsung have all been top performers in this. They have also recognized the need to engage viewers during the game, in addition to pre-game festivities. They have also aimed at taking interactivity to another level. That is why Chevrolet engaged viewers in Super Bowl trivia where viewers could chat via twitter, participate in polls, and even win prizes. Interestingly, all is not done when the game is over; there comes the post-game buzz where losers and winners are discussed. The advertisers know this only too well and thus do not hesitate to ‘hit on’ their target.
Question Discussion
- Factors that have played the biggest role in changing the dynamics of Super Bowl advertising include:
- Consumer behavior
This has been influenced by marketing and other stimuli that act as driving forces. The consumers are confronted with a stimulus in the environment that is either presented by the marketer through marketing mix, product or place. In the Super Bowl, this happens through ads. An elaborate comprehension of consumer behavior is usually important in effectively managing the process of product marketing and promotion since it helps a company know when consumers are likely to buy a given commodity.
- Technological changes/advancement
Change in technology has affected the way people interact. Platforms like twitter and Facebook are now playing a major role. Technological advancement also enables advertisers to reach more people now. These social platforms that have been created by the technology of cloud computing have become exceedingly important in influencing the success of promotional practices among organizations. As for Super Bowl, it is understandable that, through the adoption of the social media advertising, it was able to achieve great strides in its promotional campaigns, thereby reaching a great number of customers at a relatively cheaper cost.
- Buyer’s black box
This includes personal choices as regards lifestyle and family. Through this, people make choices on activities of interest, opinions and even social interactions.
- Concepts of reach, frequency and impact as they relate to Super Bowl advertising
The advertisers seek to reach as big an audience as possible as many times as can be achieved (Kotler & Armstrong 94). That is why they can still advertise before, during and after the game. Through vigorous advertising, Super Bowl was able to reach many consumers, and create a lasting impression on them, which was able to paint a positive picture in the minds of the recipients. This impact is important as it fulfills the purpose of advertising.
- When accessing return on investment, advertisers should consider if they achieved pre-ad objectives. The outcome of such could be influenced by the consumer reaction to the ad, a parameter to be determined by how better a product is doing it the market especially after the ad. They should also consider ad costs in terms of capital and time investment.
Work cited
Kotler, Philip and Armstrong, Gary. Principles of marketing, (15th Ed). Prentice Hall, 2013.
