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
If you want to learn how to judge a Super Bowl ad, or any ad for that matter,
regardless of the medium, click below ?
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The DISPATCHESTM for February 4, 2013
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