HOW TO JUDGE SUPER BOWL ADS
The Super
Bowl may be the most expensive media on the planet at $3.8-million US dollars
per :30-second spot. It needs to generate a favorable financial return or the
advertiser just squandered a precious load of marketing funding in an age of
"limited financial resources" chasing brand growth.
There are many reasons why it may make sense to advertise on the Super Bowl. But it all comes down to one over riding reason ... it has to ring the cash register! One can ring the cash register through generating merchandising support at retail, firing-up the sales force to exceed goals, gain distribution or access with a critically important customer, or the pulling power of the advertising itself ... among others.
We believe that all advertising should have the power to compel target-customer preference and action. It needs to be effective in its own right. So, when we judge Super Bowl ads we need to go beyond judging based upon "likeability," or "popularity" or "funniest," or whatever silly criteria are being debated around the water cooler or by the media.
If you want to learn how to judge a Super Bowl ad, or any ad for that matter, regardless of the medium, click below ?
There are many reasons why it may make sense to advertise on the Super Bowl. But it all comes down to one over riding reason ... it has to ring the cash register! One can ring the cash register through generating merchandising support at retail, firing-up the sales force to exceed goals, gain distribution or access with a critically important customer, or the pulling power of the advertising itself ... among others.
We believe that all advertising should have the power to compel target-customer preference and action. It needs to be effective in its own right. So, when we judge Super Bowl ads we need to go beyond judging based upon "likeability," or "popularity" or "funniest," or whatever silly criteria are being debated around the water cooler or by the media.
If you want to learn how to judge a Super Bowl ad, or any ad for that matter, regardless of the medium, click below ?
To view this article in its entirety directly from
our website, please click on the appropriate link below. We have also provided both
a pdf link and a hand-held device link to allow you to select your preferred
method of viewing. Note: Depending upon
the configuration of your particular PC, it may be necessary for you to copy
and paste the address rather than just click on it.
Should you experience any problem in opening any of
these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call
800-255-9831 (620-431-0780).
The DISPATCHESTM for February 4, 2013
can be found here:
http://www.bdn-intl.com/HowToJudgeSuperBowlAds2.php
http://www.bdn-intl.com/HowToJudgeSuperBowlAds2.php
A printer / handheld friendly version can be found
here:
http://www.bdn-intl.com/printpage.php?id=445
http://www.bdn-intl.com/printpage.php?id=445
It is also available in PDF here:
http://www.bdn-intl.com/uploads/HowToJudgeSuperBowlAds2.pdf
http://www.bdn-intl.com/uploads/HowToJudgeSuperBowlAds2.pdf
posted by BDN International @ 7:59 AM
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