Apple’s Super Bowl Launch of the Macintosh. Apple Super Bowl Reflection Things that you liked… _ Things that you did not like… _.

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Presentation transcript:

Apple’s Super Bowl Launch of the Macintosh

Apple Super Bowl Reflection Things that you liked… _______________________ Things that you did not like… _______________________

Super Bowl Facts 2012 Super Bowl – Million viewers. Most watched in history Super Bowl – Million viewers Super Bowl – Million viewers Super Bowl Million viewers. Cost for 30 sec ad during Super Bowl 1 (1967) - $42,000 Cost for 30 sec ad during Super Bowl XXXV (2001) - $2.3 million Cost for 30 sec ad during 2009 Super Bowl - $2.8 million Cost for 30 sec ad during 2010 and 2011 Super Bowl - Approximately $3 million – $3.5 Million – $4 Million All time highest rated Super Bowl ad in terms of impact of the advertising message was the groundbreaking Apple "1984" commercial.

Super Bowl Facts (cont)) Recent research suggests that women now (over the last few years) make up nearly 45-46% of the Super Bowl audience. On average, the total commercial time is about half of the total game time. 58% of viewers pay more attention to the Super Bowl commercials than regular commercials. High profile commercials are only seen in America. Other countries tuning into the game view local advertising instead. Guacamole consumed on Super Bowl Sunday - 8 Million Pounds. Chips consumed on Super Bowl Sunday 14,500 Tons. Increase in Antacid Sales Monday After Super Bowl 20 Percent. People who call in sick Monday after Super Bowl 6 percent (5,922,000 in 2009)

Characteristics of Successful TV Commercials Balances humor with message while avoiding being offensive Story is unique and creative Story relates to the brand and makes connections to consumers Specific to target market, but relates to masses Includes contact info (web address) Commercial joins culture (Buzz/Viral Marketing) Includes consumer generated marketing Brand is accurately featured (logo, trademark, relevant colors)

E*Trade - Baby Commercial…

E*Trade – Baby Commercial… Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. _________Balances humor with message while avoiding being offensive _________Story is unique and creative _________Story relates to the brand and makes connections to consumers _________Specific to target market, but relates to masses _________Includes contact info (web address) _________Commercial joins culture (Buzz/Viral Marketing) _________Includes consumer generated marketing _________Brand is accurately featured (logo, trademark, relevant colors)

Monster.com – When I grow up…

Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. _________Balances humor with message while avoiding being offensive _________Story is unique and creative _________Story relates to the brand and makes connections to consumers _________Specific to target market, but relates to masses _________Includes contact info (web address) _________Commercial joins culture (Buzz/Viral Marketing) _________Includes consumer generated marketing _________Brand is accurately featured (logo, trademark, relevant colors)

Doritos – Crystal Ball…

Commercial Evaluation… Place a check mark to each characteristic that you believe the commercial addressed. _________Balances humor with message while avoiding being offensive _________Story is unique and creative _________Story relates to the brand and makes connections to consumers _________Specific to target market, but relates to masses _________Includes contact info (web address) _________Commercial joins culture (Buzz/Viral Marketing) _________Includes consumer generated marketing _________Brand is accurately featured (logo, trademark, relevant colors)