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$4 Million for 30 Seconds: How Companies Achieve Winning Super Bowl Advertisements
Nelson, Bess
Nelson, Bess
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2017
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2017-05-19
Abstract
This study analyzes how companies can strategize most effectively when deciding to invest in a Super Bowl advertisement campaign. The cost is extremely expensive, where 30 seconds of airtime can cost upwards of $4 million. Super Bowl advertising is also by far the most subject to public scrutiny than any other advertising in the world. The Super Bowl brings in millions of viewers who pay special attention to the commercials; some even pay more attention to them than the game. Companies are given a platform to speak to 100 million people, and they need to have the best strategies before participating in such a significant event. This study specifically analyzes viewer reactions and responses to the 2017 Super Bowl commercials, and gives insight as to how companies can capitalize on the risky investment. An advertisement that does not resonate well with customers can result in immense negative online activity and altered perceptions. Successful brands that incorporate the voice of the customers, infuse original ideas and elements that leave impressions on viewers can result in impeccable ratings, buzz conversation, and positive brand perception. Through previous literature and survey research this study will recommend the best ways to formulate "winning" Super Bowl advertisements.
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Marketing