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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

Advertising Dilemma

Do companies get enough bang for their buck?

where is the game
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
broadcast rights
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
  • Any paid non personal form of communication
  • Message
    • Inform
    • Persuade
    • Remind
  • AIDA formula
    • Attention
    • Interest
    • Desire
    • Action
super bowl commercials
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.
super bowl p ricing
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
why super bowl
Why Super bowl?
  • Most watched single day event
  • Most diverse group of spectators
goals of super bowl ads
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
top super bowl a dvertising c ategories
Top Super Bowl Advertising Categories
  • Dot-com companies
  • Motion pictures
  • Automobile
  • Beverage
digital marketing
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
social media marketing
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.”
papa john s
Papa John’s
  • giving away pizzas on game day.
    • Of course, you have to register on their Facebook page to be eligible! 
super bowl successes
Super Bowl Successes!
  • 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)
  • 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 
what is popular
What is popular?
  • Use of
    • Babies
    • Animals
    • Sexy
  • Anything that the majority of people can relate to and enjoy.
    • Diverse audience
    • Large TM
critters or celebrity
Critters or Celebrity
  • It’s risky business
  • How do companies choose?
celebrities in 2014
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