Реферат: Super Bowl Commercials Essay Research Paper Super

aired on the networks during prime time? On an overall basis, 44 percent of the

Super Bowl commercials reached and affected more people than the average

prime-time network commercial, after allowing for differences in expenditures.

So even though the overall split is close to 50/50, prime network time is a

slightly better buy. But the odds change dramatically when you separate Super

Bowl commercials into those that were only aired on the Super Bowl and those

that received a lot of additional airings. That turns out to be one of the main

differences reflected in the two sets of top commercials listed previously. The

first set with the top recognition scores all had a lot of additional exposure.

The amount spent to air a commercial has its biggest effect on recognition. It

accounts for much less of the variation found in the impact advertising has on

those who notice it. Airing a commercial on the Super Bowl delivers the largest

possible number of first-time exposures. Spending the same amount on any other

combination of programs is almost certain to deliver a substantial number of

people who are seeing the commercial for the second time or the third time, etc.

As expected, the Super Bowl proves most cost efficient in reaching men and

sports fans. But it is also more efficient in reaching college graduates,

professionals and executives, skilled blue-collar workers and those under 30

than it is in reaching their opposite counterparts. Fourth: What approaches

worked best? The mood was far more important than the message, particularly the

humor, uniqueness and the pace. Their messages were not seen as being nearly as

persuasive, credible or clear as in the average prime-time network commercial.

Yet these were very successful commercials, as shown by the above-average impact

on purchasing interest. Advertising tracking. Once commercials are aired, the

only way to know if the advertising is working is tracking research. It’s the

ultimate acid test of advertising effectiveness. The tracking questionnaire A

well-designed advertising tracking questionnaire will be developed including the

following essential measurements: — Unaided and aided brand awareness. The

creation and maintenance of brand awareness is one of the most fundamental (and