...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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...it. You would have just felt like a marketing executive at Anheuser-Busch Brewing Company, the maker of Budweiser beer. The marketing department purchased a commercial spot during the 2013 Super Bowl with its iconic mascot, a Clydesdale horse. The interesting history of this company along with the characteristics of its iconic mascot and the amounts of money to advertise during the Super Bowl is amazing. First of all, the Anheuser-Busch (Budweiser) Company adopted the Clydesdale horse during the depression, around the 1930’s. August A. Busch, Jr. presented his father, August A. Busch, Sr., with a gift. It was a Studebaker beer wagon with a perfectly conformed six horse hitch of Clydesdales (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales). The Clydesdale horses are mostly used in exhibitions and parades because of their size and grace. Secondly, is the main characteristics of these massive animals are their colors. There are different shades of Bay, Brown, Chestnut and Black predominantly, but with a white underbelly as well as a white feather (long hair) over their ankle to their hooves (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales). Their average growing is over 2,000 pounds and stand 18 hands (6 feet) tall; they are known for their grace and to become part of the Anheuser-Busch family is specific. The Clydesdale horse must be at least 4 years old, stand at least 18 hands (6 feet) and weigh between 1,800 to 2,300 pounds...
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...This commercial is to promote Budweiser to people who drink beer and since everyone is watching the Super Bowl it is a good time to air it. The super bowl is known for its beer commercials and Budweiser did a good job at changing the mood and connecting with not only men, but women with the touching story. The heart-warming story and song that is being played gives a more intense/emotion view to the people who watch the commercial. This commercial is different because it portrays a different type of message. The message of "Brotherhood," nothing having to do with beer but the sole purpose was to raise a horse so that he could become a Budweiser Clydesdale. Therefore the audience is the drinkers of beer which are mainly men, and they like to drink with their guys. That is what this ad was intended for to make a connection with Brotherhood. It is being said this way because; everyone that drinks Budweiser knows that their mascot is the Clydesdale horse. That’s why the used the horse in the ad. The song Landslide by Fleetwood Mac was a good song because it talks about like the artist life and triumphs they've been through and in the ad the horse and trainer had been something together. The reasoning behind the Budweiser brotherhood super bowl commercial, is to show that Budweiser is a family style company and does have a heart. In the commercial you see a trainer raising a horse for the Budweiser company. Through the commercial the trainer and horse develop a close bond similar...
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... Budweiser utilizes a broad range of marketing strategies in order to anchor a wide spectrum of consumers who continuously find themselves identifying with the ever changing characteristics of their mascots. “The Budweiser tradition of the total, marketing concept remains a constant. In areas including sports marketing and entertainment, Budweiser reigns supreme.” (Marketing Hall of Fame, NY AMA, 2005). Budweiser has consistently been the top selling beer on the globe for the past 39 years. Budweiser leverages its cleverly written advertisements to entice such audiences as young adults, sports buffs, and the more 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...
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...Every year during the Super Bowl, everyone looks forward to seeing new commercials. These commercials include a new Budweiser advertisement. Budweiser has made marvelous improvements over the years. From the toads to puppies, to the now well known Clydesdales, Budweiser has shifted it's main focus is prevalent in all recent ads. This is the idea that Budweiser is a "family" type beer, and made for all to drink. Although lacking in logos, I argue that the advertisement effectively convinces the audience to purchase Budweiser Beer through the use of ethos and pathos. Budweiser effectively uses ethos in the advertisement to sell the product. For example, the donkey is shown pulling a cart in practice with a six pack of beer in the back using the “Clydesdale pull and walk”. The Budweiser logo is...
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...return on capital employed. * To provide a great tasting fresh beer to our consumers by limiting self life to 110 days, and providing a “born on date” on all our products. * To build a high-performing, diverse workforce, while providing a safe, productive and rewarding work environment, in which all our employees can benefit. * To be a good corporate citizen and good neighbor in every community where we do business and promote the responsible consumption of our products. * To preserve and protect the environment and support communities where we do business, by complying with all applicable environmental laws, regulations, and permits. Products and Services Anheuser-Busch's best known beers include brands such as Budweiser, Busch, Michelob, Bud Light, and Natural Light. The company also produces more than 100 beers, import beers, specialty beers, nonalcoholic brews, malt liquors ( such as King Cobra and Hurricane), and flavored malt beverages (e.g. the Bacardi Silver family and...
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...FINAL QUESTIONS MKT 600 Xiaoxuan Wei 1. What is the best type Marketing Research? You may make suitable/appropriate assumptions to enable you to answer this question fully. Market research exists to guide your business decisions by giving you insight into your market, your competitors, your products, your marketing and your customers. By enabling you to make informed choices, market research will help you to develop a successful marketing strategy. Market research helps you to reduce risks by getting product, price and promotion right from the outset. It also helps you focus your resources where they will be most effective. Generally there are two main types of marketing research-quantitative and qualitative research. We can not say which one is better, for different company or different situation we choose the one most appropriate. Quantitative research focuses on coming up with numbers: for example, what percentage of the population buys a particular product. It is gathered using surveys and questionnaires. You can do simple quantitative research yourself by talking to your customers. Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistical results, it’s important to survey people in fairly large numbers and to make sure they are a representative sample of your target market. How does it work? For example, a garden center owner might ask, “How often do you buy plants and...
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...revive the community in Over the Rhine. However, they are still trying to attract customers from the northern Kentucky region. Enabling Connections 3 Summary of SWOT Analysis Rhinegeist is a local brewing company ran by Bryant Goulding and Bob Bonder. Rhinegeist produces and sells a wide variety of unique crab beers and ciders. Their target customers consists of millennials in the local tristate area who enjoy crab beers and ciders. Rhinegeist is currently positioned as a unique flavored local crab beer with brew house heritage. The average price of a Rhinegeist six-pack is around $9.99. Rhinegeist is also an experience, as they also offer tour services in their brew house. Major competitors of Rhinegeist are: MadTree, Budweiser, and River town Lagerhouse. Being pert of an extremely saturated market, Rhinegeist must to communicate the value of their crab beers compared to others. By attracting millennials from NKY, developing their products...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Best Global Brands 2013 Sector Leadership 86 BISH 10 Creative Leadership 70 Methodology 120 China’s New Brand Leaders 74 Contributors 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles...
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