ADV305_Feb%204th%20%26%206th

ADV305_Feb%204th%20%26%206th - ADV305 The Fundamentals of...

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The Scope of Advertising: From Local to Global Ch4. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising Today’s Ad: Super Bowl XLIII Super Bowl Facts Television The most watched TV broadcast in 2008 97.5 million people watched the Patriots vs. Giants nationwide. Advertisers Anheuser Busch bought the most commercial time (4 minutes total). In 2008, 84 advertisements from 52 unique brands were aired. The highest rated commercial minute was the Victoria’s Secret spot at 9:44pm, seen by 103.7 million viewers. NFL was best liked, FedEx was most recalled ad in 2008 Super Bowl Today’s Ad: Super Bowl XLIII How much they pay? The cost of a 30 second spot in last year’s Super Bowl was $2.7 million. $ 3 million In 2009, despite of a tough economy… Why would advertisers be willing to pay that much money for 30 seconds of air time? 1. Audience Size Reaches over 40 percent of all U.S. households. There is no other media vehicle available that can predictably deliver this size of an American TV audience (Tomkovick, Yelkur, and Traczyk, 2001) 2. Audience Attention and Recall Viewers watch Super Bowl commercials more attentively than commercials broadcast during normal prime time TV programs (Bloom, 1998; Freeman, 1999) 3. Brand Awareness and New product Launches Create brand awareness and help companies successfully launch new products Today’s Ad: Super Bowl XLIII Client: Apple Computer Title: 1984 The most renowned Super Bowl product launch in history 72,000 Macintosh computers were sold during their first 100 days of launch following the Super Bowl–sales were 44% above projection The Super Bowl showing was the only time the advertisement ever appeared as a commercial spot on network television Today’s Ad: Super Bowl XLIII Today’s Ad: Super Bowl XLIII Who’s top 3? Let’s rank’em!
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Today’s Ad: Super Bowl XLIII http://www.usatoday.com/money/advertising/admeter/2009admeter.htm Here’s the ranking… Today’s Ad: Super Bowl XLIII Winning Doritos ad was made for less than $2,000 (filmed at YMCA) Amateur ads contest: Dave and Joe Herbert earned $ 1 million from Frito Lay Technology help consumers create things to the point you don’t know what’s consumer generated and what’s not The Scope of Advertising: From Local to Global Ch4. To introduce the people and groups who create, produce, and run advertising Chapter Overview Advertisers Agencies Media Suppliers The Advertising Industry: Organizations The Advertising Industry: Organizations Companies that advertise themselves and their products 1. Advertisers (or clients) Companies that plan, create, and prepare clients’ ad campaigns and promotional materials 2. Advertising Agencies The Advertising Industry: Organizations People who assist both advertisers and agencies in preparing advertising materials 3. Suppliers Companies that sell time (electronic media) and space (print
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This note was uploaded on 08/24/2009 for the course ADV 05600 taught by Professor Kim,yeoj during the Spring '08 term at University of Texas.

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ADV305_Feb%204th%20%26%206th - ADV305 The Fundamentals of...

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