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