My wife comes from Pittsburgh, so you know what I was looking at on Super Bowl's Sunday. A lifelong Bengali fan, it was painful to watch the game. Although the games were not well served by both teams, it was fun to watch ads. I was not looking at ads from a football fan or viewer, but from a marketing point of view. My goal was to figure out whether each ad was a super-ad or super-waste.
The Super Bowl periodic advertising cost is between $ 800,000 and $ 2,500. How could such a big money be worth it? Can you pay for yourself?
I've judged each ad on multiple criteria to determine whether it is worth the money. We also determined ads from the automaker's point of view to see if anything could be learned and used in smaller sizes.
Firstly, I was judged whether the ad did my attention. This can be achieved with humor and other emotional connections. Some of the ads immediately grasped and forced you to watch while others almost forced you to lose interest from the start. Remember, the market share of the mind prevents market share.
Then I judged whether the ads were keeping my attention and interest in the product or service. Some ads grabbed their attention and lost their way to reach their final destination. Simple question: "What do we want to achieve?" would have eliminated this problem.
Another important aspect was when the ad created the urge to learn more about the product or service or buy it. The biggest lesson here is that some advertising companies sell their goods to their customers. The advertising company gets the client in creative factors, for example, how funny or how clever the production is. However, the real reason for this ad is that you are selling something now or in the future.
I remember a funny and clever advertisement that depicted a woman on an airplane that she got up in the dark bathroom and tried to climb a sleeping man's way. Then the lanterns lit up and the man woke him up to the woman who was in a shameless position. However, I can not tell who the company was, what kind of product or service it was or what the advertisement was about. In my opinion, the company would have been better served the money on a huge party. At least, corporate morale would be better. Unfortunately, the ad did not do anything.
On the other hand, FedEx had a creative and humorous advertisement that depicted a prehistoric man with a big bone attached with a big bird of prey. The bird was attacked by another animal and the delivery was not successful. When the prehistoric man returned to the cave and told another man what had happened, he replied, "You should have used FedEx." The ad was funny, confirmed the brand, slogan, and the most important benefits of the service. The ad is memorable and creates emotional anchors of fear and trust. The ad was frustrated with the use of another service, but it also created trust in the FedEx brand. Dazzling.
Another good example is Budweiser. Budweiser has launched several advertisements that were effective. The size of the Super Bowl is enormous. However, running multiple effective ads, Budweiser has also created the frequency. Budweiser arrived in a Super Bowl game that many companies could only dream of in a company's life.
Merchant Payer, you probably can not afford an expensive multi-year picture campaign. You have to bring your customers to the floor of the showroom. You should use direct response marketing that will get immediate results. You can not afford the mistakes made by many companies promoting Super Bowl. You want to deserve and deserve super results.
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