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Tag Archives: super bowl

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These Commercials Won the Super Bowl, 2022 Edition

05 Tuesday Apr 2022

Posted by grewallevymarketingnews in Chapter 19: Advertising, Public Relations and Sales Promotions

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advertising, super bowl

It’s nearly an annual game in itself: Which commercial broadcast during Super Bowl LVI was the best, the most talked …

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Can an Iconic Brand Recover Its Image in the Dynamic Technology Retail Market?

11 Tuesday Mar 2014

Posted by Grewal Levy Marketing in Chapter 11: Product Branding and Packaging Decisions, Chapter 19: Advertising, Public Relations and Sales Promotions

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3D Printing, Ad Meter, Alf, Dee Snyder, Hulk Hogan, marketing, Radio Shack, Retailing, super bowl, USA Today

When a retailer that sells technology suffers from an outdated image, it knows it is in trouble. RadioShack might once …

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Feeling Chicken About the Wings? Accounting for the McDonald’s Effect on Pricing

09 Wednesday Oct 2013

Posted by Grewal Levy Marketing in Chapter 07: Business-to-Business Marketing, Chapter 14: Pricing Concepts for Establishing Value, Chapter 16: Supply Chain Management

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mcdonalds, Mighty Wings, pricing, super bowl

This gallery contains 1 photo.

Every year, right around September, consumers confront a pricing shift for an unexpected commodity: chicken wings. In the fall, as …

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Bucking Some Trends: The 2013 Super Bowl Ads

06 Wednesday Feb 2013

Posted by Grewal Levy Marketing in Chapter 05: Analyzing the Marketing Environment, Chapter 19: Advertising, Public Relations and Sales Promotions

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advertising, budweiser, Dodge, Go Daddy, Jeep, marketing, Oprah, Paul Harvey, super bowl, Tide

In a game marked by some remarkable firsts—the first brother-to-brother head coaching game, the first Super Bowl interception ever by a San Francisco quarterback, the first power outage in the middle of the game—the advertising in Super Bowl XLVII showed some notably unpredictable trends as well.

The 40 advertisers that appeared during the broadcast showed around 55 commercials, paying $3.8–4.1 million each for 30-second spots. But the ads were not limited to 30 seconds; instead, this year might best be identified by the dominance of a longer form of story-telling–based advertising. Two Chrysler brand advertisements exemplified this trend best: Dodge Ram’s “Farmer” commercial featured an extended excerpt of an old Paul Harvey speech about the dedication and demand for farmers in the world.

Jeep’s two-minute homage to soldiers returning home also used a famous voice, in this case Oprah Winfrey’s.

These commercials played on viewers’ heartstrings and patriotism. But the top two ads, according to USA Today’s Ad Meter, also used gentle humor in their long forms to appeal to consumers. In the top ranked entry, a horse trainer who raises his Clydesdale from a foal gets to witness his glory, pulling a Budweiser truck, and then enjoys a reunion when his old equine friend chases him down the street for a sweet nuzzle after the parade. In the second, a “miracle” salsa stain in the image of Joe Montana thrills a 49ers fan, until his Ravens-loving wife removes the stain with Tide detergent.

As these four top ads show, the winning advertisers were largely big name brands, known for their past successes in the advertising game. In contrast, the somewhat smaller, riskier advertisers, such as Go Daddy, sparked quite a bit of negative backlash with their risqué and, for many viewers, unfunny depictions.

For the approximately 111 viewers tuning in though, perhaps one of the most notable trends was the absence of any demands that they do more than watch. That is, after years of ads pushing viewers to make social media links, the 2013 game featured only one major ad by Coca-Cola that asked viewers to go online and link with the brand. In this case, their motive was to vote, after prompts by three separate commercials, for which members of a band of desert racers would emerge victorious in their pursuit of a cold beverage.

But even as some old standbys succeeded and modern trends seemed to be receding, behind the scenes, social media still made its mark. Many ads had been “pre-released” to build buzz around them in the days leading up to the big game. For the eighth year in a row, Doritos crowd sourced its contributions, asking viewers to create its ads, and then vote on which ads would air during the game. Samsung played on the idea too, when Paul Rudd and Seth Rogan’s best ad pitch was to crowd source it, instead of relying on actual comedians to come up with a funny idea.

Source: Ken Wheaton, “Super Bowl Ad Review: The Good, the Bad, the Clydesdales,” Ad Age, February 4, 2013; Bruce Horovitz, “Budweiser’s Clydesdale Wins Ad Meter by a Nose,” USA Today, February 4, 2013

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Is Anyone Watching the Super Bowl?

15 Friday Jan 2010

Posted by Grewal Levy Marketing in Chapter 01: Overview of Marketing, Chapter 05: Analyzing the Marketing Environment, Chapter 19: Advertising, Public Relations and Sales Promotions

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commercials, super bowl

Economic conditions during 2008–2010 have produced a variety of consequences: record unemployment levels, vast numbers of home foreclosures, and vanished …

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (73)
  • Chapter 02: Developing Marketing Strategies (131)
  • Chapter 03: Social and Mobile Marketing (152)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (143)
  • Chapter 05: Analyzing the Marketing Environment (211)
  • Chapter 06: Consumer Behavior (171)
  • Chapter 07: Business-to-Business Marketing (81)
  • Chapter 08: Global Marketing (114)
  • Chapter 09: Segmentation, Targeting and Positioning (141)
  • Chapter 10: Marketing Research (96)
  • Chapter 11: Product Branding and Packaging Decisions (200)
  • Chapter 12: Developing New Products (177)
  • Chapter 13: Services: The Intangible Product (139)
  • Chapter 14: Pricing Concepts for Establishing Value (93)
  • Chapter 15: Strategic Pricing Concepts (87)
  • Chapter 16: Supply Chain Management (106)
  • Chapter 17: Retailing and Multichannel Marketing (195)
  • Chapter 18: Integrated Marketing Communications (160)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (185)
  • Chapter 20: Personal Selling and Sales Management (54)
  • Marketing Tidbits (24)
  • Uncategorized (3)

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