Do Superbowl Ads Affect Brand Share - Essay Example

As we know women are better at shopping, they purchase 85% of the household items (Hartmann and Klapper). However, at the same time not all products being advertised are liked by women some are liked by men for instance electronics and cars. They target both genders.

The Super Bowl product category is beer, drinks, and snacks. Beer because it goes well with football. They can be able to get the latest brand and try it while watching the event. Snack is also a useful product for the case since they can take them while watching the game. The financial industry is not an adequate product category since people will be having fun, and they will not have time for financial issues. Hence, they will not take it that seriously. Autos too are not effective product since it runs all together in people's mind (Hartmann and Klapper). Communications use some of the same purchase comparison metrics copy pretesting firms use but gauge the ads' effect on consumers who have seen them in the real world rather than forced viewing.

The objective of the Super Bowl is to create product awareness for millions of people watching the event. Their ads aim at reaching millions of people who are watching the game and making them join the new brand in the market by telling them about the positives of the product and the reason why they should not be left out. Direct sales cannot be the primary objective since it is not necessarily that the product will be brought at that particular time; it might take time before people can accept a new product. Active awareness means that the product has been on the market and has not been doing well hence trying to convince people that it is a real product. It will not be the place to convince them since you cannot convince them in a single day (Hartmann and Klapper).

I do not think Super Bowl adverts are very efficient since it is a one-day event, it will not capture people that much unlike TV ads. In TV ads, people are repeated for sometimes making people know it better, hence want to try it. It is not effective too since its product category is limited to a particular product that goes in line with the event hence it becomes biased. Creating brand awareness as being primary objective of the Super Bowl is not a good way to do it. It is because people can be told about an upcoming product in just a day, and one is sure that they have won the market. One has to insist for some time until people are already aware of it.

The reason is that many products are competing out there so the more they, advertise their products, the better chances they get. The products advertised on the Super Bowl audience are remembered less often than those products in TV ads. The target market is also not useful since they target the people who are watching the event leaving the other part of individuals who do not attend the game since they are not fans. Autos go to the bottom of the list in terms of effectiveness since it run all together in people's minds. Communics uses the same purchase comparison metrics copy pretesting firms use but gauges the ads' effect on consumers who have seen them in the real world rather than forced viewing. Read More