Super Bowl Digital Advertising

747 Words2 Pages
bulb-icon

Recommended: The two major thrusts of sports marketing

Topic: What type of research do marketers use for the NFL super bowl digital advertisements?
Annotated Bibliography
Alessandri, Sue Westcott. "Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001-2006." Journal of Promotion Management, vol. 15, no. 1/2, Jan. 2009, pp. 150-164.
In this article, the author talks about how the super bowl uses advertisement to promote brands on television. The audience for the Super Bowl is a very big one, both in terms of psychographics and demographics. Such a multiple captive audience presents an opportunity for the networks to show the best programming they have to present. They do this by airing promotions during a television broadcast. The …show more content…

"Super Bowl: A Case Study of Buzz Marketing." International Journal of Sports Marketing & Sponsorship, vol. 9, no. 1, Oct. 2007, pp. 33-39.
In the US, the Super Bowl is the nation's highest-rated TV program and the most watched single-day sporting event that occurs annually. This article argues that regardless of the increasing differences of audiences who watch the Super Bowl, the event can be in itself. The article describes the marketing and social setting surrounding the Super Bowl, and informs about the transformation that has helped it maintain its competitive side. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today's sporting environment.
Dotterweich, Douglas P. and Kimberly S. Collins. "The Practicality of Super Bowl Advertising for New Products and Companies." Journal of Promotion Management, vol. 11, no. 4, July 2005, pp. …show more content…

A former journalist from the New York magazine, Kanner, gives information about the commercials, the products and the executives responsible for choosing the ads. Today, with more than 750 million viewers around the world, advertisers pay more than $2 million for a 30 second spot on the super bowl commercials. Kanner takes readers through time as she talks about classic lines as "Schaefer is the one beer to have when you're having more than one" and "take it all off" in reference to Noxzema shaving cream. One of the pieces, "Fossil Fuel," Kanner talks about a popular animated commercial that occurs inside a museum at night: "The bones of a giant t-rex who is awakened by the smell of McDonald's fries. The t-rex starts to find them. When a dozing guard realizes that Dino wants his dinner, he playfully makes it do tricks, giving out fries as training bait." Several Internet companies spent millions of their IPO money on their ads, resulting in many companies to become bankrupt by the end of the

Show More
Related

  • Rhetorical Analysis: The Super Bowl Commercial

    520 Words  | 2 Pages

    The Super Bowl is a game that multiple people look forward to and get together in numbers to enjoy. Male and female teenagers and adults are the average viewers of the Super Bowl. This is also the main audience that is the most interested in vehicles, teenagers that have just gotten their license and will be trying to persuade their parents for a vehicle. Cars are a big part of everyone’s everyday life, the interest of getting a new car will attract people throughout time. Using Kairos the commercial is shown to try to interest the audience to buy their product. Knowing

    Read More

  • NFL and NASCAR Sponsorships

    2075 Words  | 5 Pages

    The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.

    Read More

  • Swot Analysis For Final Four

    1675 Words  | 4 Pages

    Sporting is one of the universal activities that brings people from different backgrounds together and is viewed as an income generating activity that creates revenue for the participants as well as the location where the activities are held. The NCAA Final Four Basketball Tournament is one of the most anticipated sporting events in the US that attracts a high number of fans in the cities where it is held. Before the Final Four is held in given location, it is imperative for the organizers to have a detailed understanding of the venue so that they can introduce marketing strategies that are in line with the demands of the fans (Snipes & Ingram, 2007). The host committee is charged with the responsibility to come introduce an exhilarating experience for the locals and visitors. Owing to the interest generated

    Read More

  • The Super Bowl Ads Can Change Public View

    1174 Words  | 3 Pages

    Super Bowl is one of the most watched American television broadcast. In 2011 Super Bowl become the most watched television program in the history with an average audience of 111 million. While Super Bowl get the attention of the audience and keep increased the viewership, the top company found their way to make commercial for their brand and products, and broadcast the commercial during the Super Bowl games domestically. Super Bowl commercial became a culture among the people. Most of the people even don’t watch the games but the commercial during the games. The top brand companies also start spending big chunk of money to make the best attractive commercial for their audience. Among those best polished commercial was the Chrysler automobile corporation commercial, which changed the public view of Chrysler, and did a great work by using pathos appeal to attract audience by stimulating their emotions.

    Read More

  • Super Bowl Commercial Analysis

    1782 Words  | 4 Pages

    The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?

    Read More

  • Importance Of Marketing Mix In The Sports Industry

    1043 Words  | 3 Pages

    Promotion is to raise awareness of the sport marketer’s product, and to increase revenues in sales. Promotions are vital to the sports industry because it is how sport marketers advertise their products, and to raise awareness of the product and brand. An example of promotion would be when a professional baseball team has a promotional event such as a bobblehead give-a-way and a post game concert to raise attendance. This event raises awareness of the product, which would be the game, and promotes the sponsor who paid for the give-a-way. Sponsors seek to promote their brand, to create awareness for their product, and most importantly increase sale (Hickman, 170). Naturally sport franchises and sponsors fit together in give-a-ways because it mutually raises awareness for both entities. It is important that sport marketers utilize promotions because while it generates awareness among fans that do not closely follow the organization, it increases sales by bringing more people to the stadium. Promotions help improve image of the product, and place, while directly affecting price by improving

    Read More

  • Super Bowl Survey Analysis

    1063 Words  | 3 Pages

    It appears that a small rate of readers of then well-known and huge daily paper in Michigan had a conclusion as to their most loved sport Super Bowl. The advertisements for the Super Bowl taking into account promotions from 1984 to 2012. The advertisements were picked by a showcasing master. No readers communicated to include other on the poll. The reader’s decisions however voted on the ones decided for them by the experts.

    Read More

  • Nascar

    231 Words  | 1 Pages

    The National association for stock car auto racing (NASCAR) has faced multiple challenges since its inception. Many of these challenges were overcome due to their strong marketing strategy and brand image (Ferrell & Hartline, 2014). Nascar’s branding strategy is based on branding and co-branding with sponsor companies (Levin, Joiner & Cameron, 2001). The impact of this on consumer attitudes and recall is something that has been studied for effectiveness. The combination of traditional advertising combined with sponsorship seems to be the most effective strategy (Levin, Joiner & Cameron, 2001). This works hand in hand with its overall marketing strategy. Nascar offers the widest array of products and merchandising opportunities to boost its

    Read More

  • Alcohol And Tobacco In Sports

    886 Words  | 2 Pages

    Sponsorships are useful as a supplement to regular advertising; however, they are especially valuable as an advertising substitute in situations where advertising may be banned or limited. Sports sponsorship provides opportunities to reach audiences in four distinct ways: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s results. Each time the sporting event is mentioned or shown in the media, there is an opportunity for the event sponsor to gain exposure, (Krapp, 50). Alcohol and Tobacco companies take great advantage of this. They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason. Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event. Yet by having these advertisements in the arenas or stadiums, the alcohol or tobacco company does not have to put up warnings with their advertisement like they have to do on their products and advertisements in publications. Significant brand exposure may be gained through event publicity, prepromotion, on-site signage, and telecast of the event, but unlike conventional advertising, there is no requirement for including health warnings or moderation messages, (Locke, 224).

    Read More

  • The End Of Business As Usual Summary

    1715 Words  | 4 Pages

    The Works, obtained exclusively by Marketing, reveals that brand sponsorship of a sporting personality — say, David Beckham — is more likely to change consumer perceptions of a brand than sponsoring a team or an event would.” Known for his swagger on and off the field, David Beckham is known for existing in two worlds: the world of football and fashion. The amount of respect that he receives is what has allowed for him to remain relevant for years. Beckham is known for his influence on consumers worldwide: “following the TV ads showing Beckham playing with the first Vodafone Live! Picture phone, the brand reported that many consumers were simply walking into shops and asking for the Beckham phone.”

    Read More

  • Super Bowl Advertisements Analysis Essay

    551 Words  | 2 Pages

    Some people only watch the Super Bowl for the commercials. The advertisements during the Super Bowl are often the most notable, and most expensive, advertisements on television. In fact, a thirty second commercial costs around $5 million. The marketing impact goes beyond the thirty second advertisement, however. The advertisements are usually discussed on social media weeks after the big game.

    Read More

  • Super Bowl Advertising Essay

    664 Words  | 2 Pages

    We focused our presentation on the advertisements during the Super Bowl. The Super Bowl is the most viewed game worldwide and it has a big impact on society. Numerous individuals gather together in order to watch this game. This gathering creates a more diverse environment for individuals and brings people of all races together. However, it also might impact individuals by creating conflicts depending on who wins or who looses.

    Read More

  • Olympic Games Case Study

    1348 Words  | 3 Pages

    Clearly, there is a lack of attendance to the Olympic Games and this research paper will analyze and provide marketing strategies in order to get more of the public to attend the Olympic Games. This is what makes this research paper different from other articles. It will offer marketing strategies through keys aspects such as sport marketing, social media and public

    Read More

  • Sponsors In The Sports Industry

    1186 Words  | 3 Pages

    However, being that the media’s influence has grown significantly, the focus has shifted to pleasing the media broadcasting the sporting event to consumer not in attendance (Sung, Son & Choi, 2017). With the expanded television/media coverage came a new crop of spectators: social viewers, opportunistic viewers, and star-struck spectators. Social viewers use sporting events as a means for social interaction. They typically use it as a tool to meet people or be seen by people that matter. Corporations often use the sporting event as a place to meet with clients.

    Read More

  • Athlete Endorsers

    982 Words  | 2 Pages

    Every company creates marketing communications (marcoms) strategies that help boost the distinct competitive advantages of their products or services. Egan (2007) defined marcoms as “the means by which a supplier of goods, services, values and/or ideas represent themselves to their target audience with the goal of stimulating dialogue leading to better commercial or other relationships” (p. 1). The use of athlete endorsers is one of the more common marcoms strategies used as effective promotional tools that companies utilize to achieve their goals and objectives (Geurin-Eagleman & Clavio, 2015; Smith & Sanderson, 2015). According to Badenhausen (2015), the world’s 100 highest-paid athletes made $3.2 billion over a one-year period (2014-15).

    Read More

More about Super Bowl Digital Advertising

Open Document