...The Budweiser commercial for the Super Bowl XLVIII hasn’t even aired on television yet, but it has gone viral on Youtube - racking up over 20 million views in one day. Had it not been known previously what company this advertisement was for, it would seem to be a dog food commercial as there is no mention of beer until the last two seconds of the commercial, only a puppy getting into typical puppy shenanigans whilst befriending a horse. This is particularly striking because it’s unconventional to not feature the product being promoted, and instead to have a video of completely unrelated subject matter. However, a subtle hint is dropped in the featuring of the horses in the commercial, seeing as the Clydesdale horse is sometimes associated with Budweiser. This message is intended for viewers of the Super Bowl, which is an incredibly wide demographic - 2011’s Super Bowl boasted 111.5 million viewers. Of those viewers, 80% of the audience was Caucasian. Other than that, the age groups and gender groups had about the same percentage of viewing. If Budweiser was using this information when drafting an idea for their 2014 Superbowl commercial, then they would find it to be most beneficial for them to aim to target a Caucasian audience, but not gender specific or age specific (except anyone younger than 21). The demographic of Americans that drink beer coincides relatively well with the demographic watching the Super Bowl: More whites drink beer than non-whites, and all the...
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...Huy Pham 011495755 Mgmt 425 (M/W 8 AM) 2/11/2015 Article 1: “Microsoft’s Answer to Google Glass: Hololens” by Paresh Dave; LA Times; 1/21/15 Article 2: “YouTube Wants to Be a Super Bowl Winner, Too” by Lucas Shaw; Bloomberg Businessweek; 1/26/15 In the LA Times article, “Microsoft’s Answer to Google Glass: Hololens” by Paresh Dave, Microsoft’s Windows 10 event is discussed and analyzed. The article provides a first look at Windows 10 and its new features, and emphasizes the surprise announcement of Hololens and its potential future impact on the overall industry and on Microsoft’s bottom line. The Windows 10 event signals Microsoft’s willingness to wake up from its stagnant slumber. Although the event was aimed at introducing Windows 10, the star was actually the announcement and presentation of new hardware called Hololens. Hololens is a virtual reality headset that uses holographic projection to create an augmented three-dimensional space users can interact with. The potential applications are what make Hololens important. Using Hololens, processes like interactive virtual museum tours can be done from the comfort of an office or a home. Interactive and life-like home consultations with doctors, lawyers, or other professionals will be made possible. The gaming market will also be fundamentally changed to be more interactive as well. All these potential applications of Hololens translate to new revenue sources and new markets for Microsoft. What this means...
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...Question: Should Brisk be advertised on prime time TV or with viral ads in the month following the Super Bowl ad? Why? Answer: Background: Mekanism (new digital media advertising agency hired by PLP) was tasked to work on re launch of Brisk Iced tea, a RTD (ready to drink) tea brand which was launched in mid-1990s by PLP (Pepsi Lipton Tea Partnership) and had its glory in 90s and later became stagnant. Brisk’s first major advertising campaign was launched in 1996, was a series of television and print ads featuring clay based animation versions of iconic characters and celebrities. After Brisk campaign wrapped up in 2002, PLP stopped investing in mainstream advertising, opting to support its core brand, Lipton. PLP decided to invest heavily in promotion of this brand in 2011. Judgement: PLP should go for viral ad and below are supporting reasons in importance order: * While Brisk’s sales were growing, the brand was falling behind its competitor in terms of its social media presence. Mekanism concluded from one study comparing social media campaigns that Brisk was practically absent from this space (Exhibit 5) * Table A below displays sales and market shares from 2007-2010. It’s to be noted here, Brisk sales were growing fast with minimal consumer oriented promotion was done in this period with the exception of package redesign, POS display and other trade promotion activity * For fiscal ending May 2010, Brisk was 3rd in rank and it’s sales volume growth...
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...Non-Traditional Marketing 1. Disney Parks The ads is about mimicking any movements that the other side is doing, so when someone is walking by this wall, there will be silhouette of his/her movements, but this time the one who’s mimicking are the Disney’s characters from Disney Park. The Plot : Before the mall open, they prepared the set to make it look like the usual store in mall. In lunch time, they begin with imitating people walking by the wall, at first people didn’t recognize this, but as the time goes by people start to wonder what’s going on. After a while, some kids already found this interesting, and try to dance in front of it, and the characters is doing exactly the same as the kids’s dance. At the end of the day, they open the store’s wall and reveal what’s inside, and as soon as the people saw the characters they felt excited, happy and some of them cried in joy. The meaning of this ads is to let them know the joy, laugh, and excitement of the Disney side at Disney Parks through the Disney Characters here. 2. Clash of Clans ( Official Super Bowl Commercial) This ads is a mix between a game and a movie, the game is clash of clans and the movie is Taken 3. The ads is placed at Super Bowl Commercial which is one of the biggest event that can potentially make an ad go viral, and in the end its true that it went viral. The Plot : The video begins with average gameplay of clash of clans of someone raiding a village, but in the middle of...
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...Every advertisement’s goal is to persuade the audience to buy the product being promoted in the commercial. Heinz’s recent Super Bowl commericial, titled Wiener Stampede, uses three different persuasion strategies to promote their product: analogy, humor, and appeal to positive emotion (specifically the warmth appeal). The use of analogy in this commercial creates a humorous situation, which in turn, creates positive emotion. These three persuasion features work together to make an advertisement more effective in persuading the audience, which in this case, are people who love to have barbecues with their friends and families. When creating advertisements, companies usually keep their target audience in mind and cater to them. In order for an advertisement to be effective, it has to appeal to the audience. In order to...
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...their super bowl commercials. The two commercials are most in line with the image of mountain dew, and are the perfect blend of humor, action, and memorability for the brand. This strategy will give them the best return on investment and brand positioning. Developing Criteria for Communications Assessment: Mountain dew is currently successful in the younger 18-30 year old market segment and PepsiCo should pick ads that covey they brand message while appealing to their target group. The competition is gearing up to position themselves in order to gain acceptance in the extreme sports performance enhancing drinks segment and Mountain Dew needs to keep their marketing campaign fresh in order to stay ahead of the group. In order to pick the best ad to select for the super bowl, it is important to break down each of the ad’s elements into communication, memorability, audience perception, and relevance. During the Super Bowl, it is important to craft ads that hit on these points because the current market situation and the elements of success ads are captured within these points. First, communication is important because without the ability to communicate mountain dew’s message, the ad will be useless. Piggybacking off the popularity of the Dew dudes in order to communicate the brand message is a great strategy that is seen is all the ads except that labor of love. The objective is to increase sales, so it is vital to gain customer recognition with the ads. Recent...
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...recently viewed Nationwide commercials that have gotten lots of publicity since the Super Bowl. There were lots of people expecting the usual commercials full of booze and bikini wearing women that were confused at this year’s commercials. Eyebrows rose when the airing of Nationwide’s commercial of a boy who wouldn’t live to do great things as he would die young. Many people said the commercials this year were dark and depressing, showing daddy issues and not your usual funny ads people often look forward to during the annual Super Bowl. Honestly before doing further research I thought the same thing, and said to myself, what’s up with all these sad commercials. Nationwide is trying to teach us too many life lessons one after another. Nationwide selling insurance is one thing but getting our attention in such a fashion may deter possible business away. I know behind the scenes they think creativity may bring in new customers, but I honestly think these ads may have left a bad taste in a mouth or two. Nationwide recently teamed up with the NFL in 2014 to become an official sponsor through the 2016 season. Though they may not have broken any legal contracts with their ads, they may not have brought in the business they were hoping for through these so called dark commercials. I am sure this is only the beginning of the publicity they will gain from their one of a kind ad but some say any publicity is good publicity. Though they do have a...
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...As of 2009, Brisk sales were rising and it attained a 10% market share in the fast growing ready-to-drink tea category, despite having virtually no advertising support. Pepsi decided that it would start investing heavily in the brand in 2011. To start off the year, a spot had been purchased for a Brisk ad to be shown during the Super Bowl, in early February. What Barnard and Tamaro needed to decide was how to carry the advertising momentum in the months following the most viewed sports event in American television. Should they stick with advertising on TV or try out a viral advertising approach in social media? Their budget wouldn’t allow for both media to be used. Barnard, Vice President at PepsiCo and the General Manager of the Pepsi-Lipton Tea Partnership (PLP), owner of Brisk, was in charge of the final decision and conferred with Tamaro, Brand Building Director for Brisk, on what to do. PepsiCo was the second largest food and beverage company in the world. So at $340 million in net revenues in 2009-10, PLP seemed like a drop in the ocean compared to the $10 billion1 from its holding company, the Pepsi Americas Beverages division. Yet, PepsiCo executives had given a Super Bowl spot to Brisk, over bigger brands such as Lay’s and Mountain Dew, because top management had decided to invest in the brand and in iced tea. It was the only major category where neither Pepsi nor its rival, Coca-Cola, had the top market share position. Needless to say, all eyes at PepsiCo were on...
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...that induces us to pay up to 20% more than you normally would pay for that product. Martin Lindstrom is such a guru of marketing, he wrote ‘’Buy.ology’’, where he explains why we buy the things that we buy. Critics of neuromarketing denounce this practice for being 'unethical', and request the government to promote respect restrictive regulation. But nothing has changed ethically. Similarly, the intention of neuromarketing is the same as that of traditional marketing: to persuade us to buy products that we do not always need. Here are some examples of the use of neuromarketing: -Pretest TV ads (Case SONY Bravia) - It is perhaps the most common application of neuromarketing. Lets you know if the ad like or dislike, select the flat aesthetic, test creative resources. -Predicting the virality of the ads (Case Super Bowl) - It has been used to predict that the Super Bowl ads would more than talk on the network. -Measurement of...
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...being a professional football or baseball player. Going outside and letting the imagination of being on the big stage and making the final pitch to win the World Series or the final Hail Mary throw to win the Super bowl. As a young kid, the dream of one day being the best and be paid to play a sport they grew up loving and playing. Although the sports of football and baseball are both very popular, there are a substantial amount of differences between them. Compared to baseball, football is the more popular sport in the country. In 2012, Super bowl XLVI had an estimated average of 111.3 million people watching as the Giants beat the Patriots. However, the World Series that year only managed to average 12.7 million viewers to watch the series between the Giants/Tigers. So looking at the two championship events in both individual sports the super bowl was clearly the more popular championship game of the two sports. Due to such a high amount of viewers, Super Bowl commercials can cost advertisers millions of dollars for a commercial spot in the Super Bowl. In last year’s super bowl XLVII, the cost for a thirty second commercial slot during the super bowl cost around 3.5 million to 4 million dollars. The reason why these commercial spots are so expensive is because the super bowl is always watched by millions of viewers every year, so the chance to have your product viewed by millions is going to cost you. If an advertiser decided to buy a commercial slot for shortly after the game...
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...There is no doubt that the tastes of consumers and the exposure they are inclined to on a daily basis has the distinct ability to draw customers away from products, and some advertisement can cause a distinct barrier for the consumers that use them. The possibilities of how a consumer can interpret an advertisement are endless. Most heavy contenders in the corporation game have steered clear of many elements that can corrode the brand equity of that company, but some have stepped into the limelight more recently and have battled the repercussion that has derived from these elements. The first company to discuss is Coca Cola Inc. and their Super Bowl ad of 2014. The ability to satisfy every consumer of a product in advertising is very complex and delicate, especially with such a diverse country like the United States. The Super Bowl ad presented was the essence of Americans from cultures all over the world that have all come together to celebrate a likeness of a single brand (Coca Cola), and their ability to satisfy the tastes of every consumer. It was a very powerful message that showcased the fact that no matter who [you] are, where [you] come from, or what [you] should prefer because of [your] ethnicity, Coca Cola is going to make sure that the quality and consistency of their product would be instilled among all Americans in the most patriotic way imaginable. That was not the case for some of the viewers and caused a large backlash on social media outlets. Again...
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...mature client base. The eight hitched team of powerful Clydesdales have become the national trademark of Anheuser-Busch. “In 1933, August A. Busch, Jr.gave a hitch of Clydesdales to his father in celebration of the resumption of brewing in St. Louis following the repeal of Prohibition. These high- stepping horses make hundreds of public appearances each year in addition to appearing in television commercials and other Budweiser beer advertising.” (Beckius, Your Guide to New England Travel, July 2, 2007). Therefore, the most recognizable and enduring advertising tool possibly ever used dates back to 1933, and to this day brings back memories of a similar time depicted by a horse drawn wagon brimming with Budweiser. Recently, in Super Bowl XLII, Budweiser reintroduced the mass appeal of the Clydesdales to tug at the heart strings of the older generation. “The companies slogan ‘Budweiser – The King of Beer’ to assert it’s dominance and superiority over rivals”.(Katzin, Advertising of America’s Beer Companies and the Duff Corporation, 2002). The speed and agility of these...
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...The advertisement I choose to analyze was from Budweiser and was displayed during the SuperBowl last week. The ad was very sentimental and didn't directly advertise its main product (Which is beer). It informed the customer about the recent natural disasters that hit Texas, Florida, and California, and showed compassion by stopping their brewing process, and instead filled their beer cans with water and delivered it to the needed areas. This advertisement is taking advantage of The Marketing Mix strategy, and using the related elements to appeal to the broad range of viewers that see the ad during the Super Bowl. Budweiser uses branding as its product element by turning the company name into more of a relief effort than just a simple beer...
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...Marketing Assignment #5 Mercedes Benz 2013 Super Bowl Commercial: Soul Segment the ad is targeting: * Men who love women, power, prestige, and sports * Age: 25 – 40 * Income: medium income Position of the brand: The luxury brand name car that can satisfy all men’ desires while the price is still affordable. Five M framework: Mission – create awareness and drive sales A: Create awareness about this new moderately priced sedan. I: Arose customer interest by casting superstars to perform the commercial. D: Rose desires by linking the car with power, prestige, and beautiful women. A: The main action plan is to drive sales of this new car. Message The message is clear: you can get what you want without selling your soul - infer to spend all of your money. This ad is very memorable because there are 3 super stars participated in this ad (Willem Dafoe, Kate Upton, and Usher); because of those celebrities, it’s easier to catch up customer’s eyes in the first place and create buzz. Moreover, the ad arose emotional desires for men, the desires for power and pretty women. Plus the affordable price for this new sedan which made this ad become believable. Although I am not their main target audience (I am woman), I still be touched by the low price of this new car, which change my perception about the image of high price of Mercedes Benz. Money/Media I think superbowl is the right media for Benz to advertise this new car. Because the people who watch...
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...CASE: II Exposure, Attention, and Comprehension on the Internet The Internet universe literally grows more cluttered by the minute. According to Network Solutions, Inc., which registers the vast majority of Web addresses around the world, about 10,000 new addresses are registered each day. That means by the time you finish reading this case, about 60 new domain names will have been gobbled up. With all the clutter on the Web, how have some firms been able to stand out and attract millions of customers? First, there are some basics to which online firms must attend. These cost little more than some time and a little creativity. The first is creating a good site name. The name should be memorable (yahoo.com), easy to spell (ebay.com), and/or descriptive (wine.com—a wine retailer). And, yes, ideally it will have a .com extension. This is the most popular extension for e-commerce, and browsers, as a default, will automatically add a .com onto any address that is typed without extension. The second priority is to make sure the site comes up near the top of the list on any Web searches. If you use Lycos.com to perform a search for “used books,” you get a list of more than 2.6 million websites. Studies have shown that most people will look only at the top 30 sites on the list, at most. If you are a used-book retailer and you show up as website #1,865,404 on the search list, there is a very good chance you will not attract a lot of business. A 1999 Jupiter Research study reveals...
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