Super Bowl: Then and Now
“The cost of a 30-second spot for Super Bowl I in 1967 was $42,500 on CBS and $37,500 on NBC. (That’s right, it was the only time the game was broadcast on two networks). Twenty years and 20 games later, the cost had spiraled to $600,000. For this year's game, CBS is asking $2.6 million.”
But, the sheer number of people watching the Super Bowl can make the investment worthwhile if the ad is effective at capturing people's attention. Last year, the big game was the highest rated TV show in the U.S. with more than 93 million people tuning in.
Super Bowl XXI, 1987
· Giants beat Broncos 39-20
· Network: CBS
· Viewers: 87,190,000
· Cost for a 30-second ad: $600,000
Super Bowl XL, 2006
· Steelers beat Seahawks 21-10
· Network: ABC
· Viewers: 77,900,000
· Cost for a 30-second spot: $2.5 million
· Notable ad: “Magic Fridge,” Budweiser
Wednesday, December 3, 2008
Sunday, November 9, 2008
GEICO: Techniques of Advertising
Advertising techniques are tools. The tools you need to attract attention, engage minds, trigger emotions, and change what people think. All of which can lead to sales. Weather it’s for a political campaign, a product or a service. For instance, the GEICO commercial, it uses many different techniques to grab the attention of consumers. Like many advertisements, comedy is used to trigger emotion; they implement a brand character, inject drama, promise a benefit, and create a metaphor as a slogan.
The GEICO marketing team has developed a series of short comedic skits to attract consumers and trigger a sense of emotion. The emotional response from the consumer is an enjoyable one. As we all love a good comic relief therefore this commercial can hold our attention. Because of the enjoyable experience created by the advertisement it is unlikely that the commercial will be forgotten. It will be talked about in conversation and enjoyed over and over again. This is one of the many cleaver techniques used to create endless remembrance of the advertisement. But there is a flaw. That flaw is a lack of explanation and description of the company. The advertisers have gotten away from the importance of explaining what their product is about. But by creating a character or “mascot” as a representation of the company consumers can quickly relate the two.
The use of the caveman as a brand character helps advertisers spin off other ways of advertising. The caveman has become something like a mascot. A simple poster or billboard of a caveman with the word GEICO under it can trigger a consumer to remember their slogan “so easy a cave man can do it”. In the world we live in today that slogan is a very clever one. The world around us is so fast paced with so much to do and so little time to do it in this slogan represents what almost every American is looking for, simplicity.
“So easy a caveman can do it” is a metaphoric slogan used to create a symbolic representation of the key idea advertisers want to communicate. They have created this metaphor to represent an unforgettable characteristic of the brand which is simplicity. “So easy that a caveman can do it” symbolizes the fact that their service is so easy that the consumer is left thinking, “If it’s that simple maybe I should try it!” This slogan also provides a clever way for the advertisers to feature the benefit of using their services. And the benefit to their service is simplicity.
There is a broad target audience for GEICO. It would be anyone with a driver’s license. The comedy used for the commercials cover that market range well. It can be appreciated by a wide range of ages with the known exception of small children who aren’t very interested in car insurance. As for a young teenager about to get a license, they may see this commercial, enjoy the comedy, and become very fond of it. They may then try to pursue their parents into using GEICO’s services just because they liked the commercial.
The GEICO marketing team has developed a series of short comedic skits to attract consumers and trigger a sense of emotion. The emotional response from the consumer is an enjoyable one. As we all love a good comic relief therefore this commercial can hold our attention. Because of the enjoyable experience created by the advertisement it is unlikely that the commercial will be forgotten. It will be talked about in conversation and enjoyed over and over again. This is one of the many cleaver techniques used to create endless remembrance of the advertisement. But there is a flaw. That flaw is a lack of explanation and description of the company. The advertisers have gotten away from the importance of explaining what their product is about. But by creating a character or “mascot” as a representation of the company consumers can quickly relate the two.
The use of the caveman as a brand character helps advertisers spin off other ways of advertising. The caveman has become something like a mascot. A simple poster or billboard of a caveman with the word GEICO under it can trigger a consumer to remember their slogan “so easy a cave man can do it”. In the world we live in today that slogan is a very clever one. The world around us is so fast paced with so much to do and so little time to do it in this slogan represents what almost every American is looking for, simplicity.
“So easy a caveman can do it” is a metaphoric slogan used to create a symbolic representation of the key idea advertisers want to communicate. They have created this metaphor to represent an unforgettable characteristic of the brand which is simplicity. “So easy that a caveman can do it” symbolizes the fact that their service is so easy that the consumer is left thinking, “If it’s that simple maybe I should try it!” This slogan also provides a clever way for the advertisers to feature the benefit of using their services. And the benefit to their service is simplicity.
There is a broad target audience for GEICO. It would be anyone with a driver’s license. The comedy used for the commercials cover that market range well. It can be appreciated by a wide range of ages with the known exception of small children who aren’t very interested in car insurance. As for a young teenager about to get a license, they may see this commercial, enjoy the comedy, and become very fond of it. They may then try to pursue their parents into using GEICO’s services just because they liked the commercial.
Tuesday, November 4, 2008
Message Appeal
The MGD 64 ad that I referred to in my most recent blog entry, triggered my attention as a consumer. As an advertising student, I feel that the advertisers pointed out the most important point about the product – that it only contains 64 calories. They emphasized this component using both the humor and guilt element of appeal. I thought it was hilarious when the girl ordered her margarita with few calories, and she barely had a shot in her glass. It proved the point of the beer. You can have a whole beer or a sip of margarita for the same amount of calories. After the commercial was over I felt that if I wanted a beer, I should drink this new MGD 64 if I plan to keep my figure. Even if it is not the intention to create a feeling of guilt amongst women, it can easily be done with out much knowledge of it. This ad may or may not have conscientiously wanted to evoke guilt but either way I felt guilty.
Verizon Wireless has run a very effective collage of advertisements recently. The catch phrase, “We never stop working for you”, illustrates the underlying message – In every level of communication needs, from customer service to advancements in technology, Verizon Wireless works for you. In a newer commercial, a potential motel guest is confronted by a daunting looking attendant, who warns him that there is only one room left. This available room, he cautions is a dead zone, wear calls are lost and emails aren’t received. Surprisingly, the motel guest boats that he’s got the Verizon Wireless Network. Then he is reassured of his converge by the overwhelming mass of Verizon Wireless employees crowding outside. This commercial plays on natural fear. The viewer is afraid that if he doesn’t have adequate coverage, that he’ll be left in a dead zone, or worse. The viewer is prompted to second guess his service and to potentially purchase Verizon service.
I don’t exactly like the Geico commercials that feature the cavemen. The message appeal is too weak and very stale. The commercials seem to be informative, but they are actually an appeal to humor. This unfortunately doesn’t work too well, because the commercials aren’t funny. One such ad, features a caveman in the airport, seeing a large wall ad for Geico’s, “So easy a caveman can do it” campaign. The caveman is insulted and rightfully so. He walks off disappointed and hangs his head low. The look of disbelief and disgust is palpable. This dry humor does nothing to enhance the product or to attract any real attention. The commercials would do good to switch to another form of appeal. This form is obviously not working.
Allstate commercials are very serious and evoke a sense of fear. However, the commercials are fear-mongering. The premise behind the commercial is to have better than adequate coverage, because without it you’re doomed. This seems to play over well at first, but fear soon leads into dread, and dread becomes panic. Dennis Haysbert, is famous for asking, “Are you in good hands?” But in one commercial he strolls through a car accident that has been drastically slowed down. The driver is shown, as coffee slowly fly’s through the air, as he creeps into the rear of the car ahead of him. Mr. Haysbert steps in to remind you that safe drivers get a discount. This is too real and too overwhelmingly scary for the viewer. This appeal would work well in a toned-down fashion – with an adequate balance of fear and hope.
Verizon Wireless has run a very effective collage of advertisements recently. The catch phrase, “We never stop working for you”, illustrates the underlying message – In every level of communication needs, from customer service to advancements in technology, Verizon Wireless works for you. In a newer commercial, a potential motel guest is confronted by a daunting looking attendant, who warns him that there is only one room left. This available room, he cautions is a dead zone, wear calls are lost and emails aren’t received. Surprisingly, the motel guest boats that he’s got the Verizon Wireless Network. Then he is reassured of his converge by the overwhelming mass of Verizon Wireless employees crowding outside. This commercial plays on natural fear. The viewer is afraid that if he doesn’t have adequate coverage, that he’ll be left in a dead zone, or worse. The viewer is prompted to second guess his service and to potentially purchase Verizon service.
I don’t exactly like the Geico commercials that feature the cavemen. The message appeal is too weak and very stale. The commercials seem to be informative, but they are actually an appeal to humor. This unfortunately doesn’t work too well, because the commercials aren’t funny. One such ad, features a caveman in the airport, seeing a large wall ad for Geico’s, “So easy a caveman can do it” campaign. The caveman is insulted and rightfully so. He walks off disappointed and hangs his head low. The look of disbelief and disgust is palpable. This dry humor does nothing to enhance the product or to attract any real attention. The commercials would do good to switch to another form of appeal. This form is obviously not working.
Allstate commercials are very serious and evoke a sense of fear. However, the commercials are fear-mongering. The premise behind the commercial is to have better than adequate coverage, because without it you’re doomed. This seems to play over well at first, but fear soon leads into dread, and dread becomes panic. Dennis Haysbert, is famous for asking, “Are you in good hands?” But in one commercial he strolls through a car accident that has been drastically slowed down. The driver is shown, as coffee slowly fly’s through the air, as he creeps into the rear of the car ahead of him. Mr. Haysbert steps in to remind you that safe drivers get a discount. This is too real and too overwhelmingly scary for the viewer. This appeal would work well in a toned-down fashion – with an adequate balance of fear and hope.
Tuesday, October 28, 2008
Creative Brief
Date: 10/28/08
Project: MGD 64
Background:
A new, very light version of Miller Genuine Draft known as MGD 64
Guilt-free beer for women who like to drink beer, like the taste but not the calories.
Success will be measured by ROMI (Return on Mktg. Investment).
Audience:
Primary-Women over the age of 21
What to avoid: Making women feel guilty for indulging in a cold beer
Secondary- Men who are aware of caloric intake, usually over 40.
Objectives:
Through rapid diffusion MGB will become a notional brand
Provide an accurate reflection of the brands competitive advantage.
Motivate consumers to action.
Create consumer context reflecting functional needs.
The Message:
“A new, very light version of Miller Genuine Draft, only 64 calories in a 12-ounce serving.”
Other points- Genuine taste, less the calories, more the fun.
Medium:
Primary- TV, Magazines, Internet
Secondary-Outdoor ads, Radio
Additional Mandatory’s:
Drink Responsibly
Budget:
Management consensus
-course for strategy
-budgeting % (SOM/SOV)
-set standards for measuring results
Project: MGD 64
Background:
A new, very light version of Miller Genuine Draft known as MGD 64
Guilt-free beer for women who like to drink beer, like the taste but not the calories.
Success will be measured by ROMI (Return on Mktg. Investment).
Audience:
Primary-Women over the age of 21
What to avoid: Making women feel guilty for indulging in a cold beer
Secondary- Men who are aware of caloric intake, usually over 40.
Objectives:
Through rapid diffusion MGB will become a notional brand
Provide an accurate reflection of the brands competitive advantage.
Motivate consumers to action.
Create consumer context reflecting functional needs.
The Message:
“A new, very light version of Miller Genuine Draft, only 64 calories in a 12-ounce serving.”
Other points- Genuine taste, less the calories, more the fun.
Medium:
Primary- TV, Magazines, Internet
Secondary-Outdoor ads, Radio
Additional Mandatory’s:
Drink Responsibly
Budget:
Management consensus
-course for strategy
-budgeting % (SOM/SOV)
-set standards for measuring results
Friday, October 3, 2008
A Good Campaign!
Target’s consistent use of the red and white “bull’s eye” has grounded Target as a household name among middle-class American families. Target has established their store symbol so well, with such a distinct symbol that whenever one sees it they know exactly what is being represented. Using a symbol instead of just the store name alone is a very clever alternative.
Target commercials are notorious for squeezing as much merchandise as possible into a one minute commercial. This is a great way to indicate the large assortment of merchandise that Target has to offer.
Through their campaigns Target translates a sense of youth. Their use of bright colors, young models, and upbeat tempos grab the attention of consumers everywhere. In a typical Target commercial, as products, brands and labels are flowing throughout; catchy upbeat songs are being played to represent the style and atmosphere of their stores. As the commercial flows so easily from product to product consumers are persuaded to correlate that flow with an ideal shopping experience of the same ease. It shows how easy it is to find these products all in one place. During this entire advertisement Target manages to show consumers just how their products can be implemented in everyday activities. Their commercials show creativity and innovative thoughts, and every consumer desires to be creative and/or innovative. It’s the purpose for which we shop. If consumers notice that Target owns these characteristics then shopping here may help them to achieve these characteristics for themselves.
To further encourage consumers to shop at Target, Target is going public with their efforts to be more eco friendly. This will definitely help add to Target’s consumer base due to the rising popularity of eco friendly products.
Target commercials are notorious for squeezing as much merchandise as possible into a one minute commercial. This is a great way to indicate the large assortment of merchandise that Target has to offer.
Through their campaigns Target translates a sense of youth. Their use of bright colors, young models, and upbeat tempos grab the attention of consumers everywhere. In a typical Target commercial, as products, brands and labels are flowing throughout; catchy upbeat songs are being played to represent the style and atmosphere of their stores. As the commercial flows so easily from product to product consumers are persuaded to correlate that flow with an ideal shopping experience of the same ease. It shows how easy it is to find these products all in one place. During this entire advertisement Target manages to show consumers just how their products can be implemented in everyday activities. Their commercials show creativity and innovative thoughts, and every consumer desires to be creative and/or innovative. It’s the purpose for which we shop. If consumers notice that Target owns these characteristics then shopping here may help them to achieve these characteristics for themselves.
To further encourage consumers to shop at Target, Target is going public with their efforts to be more eco friendly. This will definitely help add to Target’s consumer base due to the rising popularity of eco friendly products.
Friday, September 26, 2008
Flat Earth Chips
I do not like the positioning of this brand. I do not like the slogan used, "when pigs fly". There in nothing unique about this slogan. When I hear this it does not direct my thinking to the product instead, it will only direct my thinking to the metaphor itself and to the idea of impossibilities. When assigned this topic i had no idea what Flat Earth Chips were. After looking at the commercial i remembered the commercial...not the product. I Remembered everything from the music to the woman following the little pink pig but, the product I did not. When and if this brand tries to globalize it will be very difficult. This metaphor has no meaning in other areas of the world. The company will have to find another metaphor to communicate the same idea. After looking at the website the company is already aware of this so why not come up with a slogan that is capable of easy transition. This slogan does not represent the product. Many brands are already promoting health and we are, as consumers, already aware that food can taste good and be good for you at the same time. They should have emphasized the what the product offers that others do not. Like the fact that a bag of of chips can offer a whole serving of veggies of fruits, its not a drink, not a health bar, but a BAG OF CHIPS!
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.
As a college student I am a sucker for anything that makes my life simpler. This brand could have positioned itself as a snack food great for on the go. The fast paced life of a college student almost makes it impossible to eat right. Being away from home, always eating out, always on the go this product is a good source of nutrition.
What I did like about the product positioning was the fact that they emphasized how innovative it was. It is a new concept to have what is considered normally a "junk food" be nutritious. This concept "when pis fly" suggests that the product has turned the impossible into the now possible. Wouldn't a better slogan be..."The pig has flown"? Basing credibility solely on the fact that this product is innovative wont last. Other products will be developed that are bigger and better and considerably more innovative.
Monday, September 15, 2008
Marketing Ethics
There is a thin line between what is right and what is wrong when t comes to ethics in advertising. Advertising agencies are always being pushed to the limit. They are forced to be innovative, creative, and always a step ahead. When developing an ad campaign the objective is to grab your target audience. Sometimes, to do so an agency may have to push the limits a little and test the waters. Here is where I am when it comes to right and wrong.
Some feel that advertising to small children is wrong but to me the idea of advertising to small children is something I consider very clever as long as it’s done smart. Grabbing a consumer at a young age and forcing a brands identity into their memories creates a long lasting subconscious brand/consumer loyalty. Although not yet understanding of this the young consumer will forever be magnetized to this specific brand that successfully gained their loyalty. And then comes in the nag factor. Companies can often times leave it to the children to nag their folks until they get what they want. If the world was meant to make parenting easy than there would be no need for parenting!
Now on the other end of things, say that a brand like Camel cigarettes were slowly falling out of the market and their only hope is to reinvent themselves. This brand decides to target a younger consumer, one who is naive to negative effects of a cigarette. The brand tries to do this in a subliminal kind of way. The commercial they create looks to be targeted to adults, it seems that that is who they are talking to but, in actuality it is grabbing the attention of small children. In doing so, bright contrasting colors are being used and a cartoon camel is doing all the talking. Now if a child sees a cool looking animated camel smoking a cigarette what do you think they are going to want to try? A cigarette! Oh…but if I remember correctly this has already been done. By who? The Camel brand! I would blame the ad agency that created this ad but truthfully they were just doing what was asked of them. I blame the owners of the brand for choosing the ad itself. I’m sure the agency sat down with the brand rep and went over many of their ideas before settling on one. Obviously morals were nowhere present in this decision.
So when it comes down to it I think that marketing to children is okay, as long as the product that is being marketed is not harmful.
Some feel that advertising to small children is wrong but to me the idea of advertising to small children is something I consider very clever as long as it’s done smart. Grabbing a consumer at a young age and forcing a brands identity into their memories creates a long lasting subconscious brand/consumer loyalty. Although not yet understanding of this the young consumer will forever be magnetized to this specific brand that successfully gained their loyalty. And then comes in the nag factor. Companies can often times leave it to the children to nag their folks until they get what they want. If the world was meant to make parenting easy than there would be no need for parenting!
Now on the other end of things, say that a brand like Camel cigarettes were slowly falling out of the market and their only hope is to reinvent themselves. This brand decides to target a younger consumer, one who is naive to negative effects of a cigarette. The brand tries to do this in a subliminal kind of way. The commercial they create looks to be targeted to adults, it seems that that is who they are talking to but, in actuality it is grabbing the attention of small children. In doing so, bright contrasting colors are being used and a cartoon camel is doing all the talking. Now if a child sees a cool looking animated camel smoking a cigarette what do you think they are going to want to try? A cigarette! Oh…but if I remember correctly this has already been done. By who? The Camel brand! I would blame the ad agency that created this ad but truthfully they were just doing what was asked of them. I blame the owners of the brand for choosing the ad itself. I’m sure the agency sat down with the brand rep and went over many of their ideas before settling on one. Obviously morals were nowhere present in this decision.
So when it comes down to it I think that marketing to children is okay, as long as the product that is being marketed is not harmful.
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