1. Alison Vogt & Erica Chamberlain ADVERTISING & CONSUMER INVOLVEMENT

2.  How many of you watched the Super Bowl?  How many of you were actively involved in watching the game?  What were some of your favorite ads? SUPER BOWL?

3.  Our very own Colleen Bee in Forbes!  Conducted research on 112 people watching college basketball games  High vs low suspense  Asked opinions about ads played during the game “FOR THE ADVERTISERS SAKE, SUPER BOWL BETTER BE CLOSE”

4.  High suspense games = favorable opinion on ads  Exciting ads scored the highest in favorability  Tone of the ad mimicked tone of the game  “Your team” winning/losing does not impact opinion on ads RESULTS

5.  M&M’s M&M’s  First quarter, score: Giants 9, Patriots 0  Tone?  Chrysler Chrysler  Halftime (after Madonna, before game resumed), score: Giants 9, Patriots 10  Tone?  Samsung Galaxy Note Samsung Galaxy Note  Half-way through 4 th quarter, score: Giants 15, Patriots 17  Tone?  Teaser? ADS FROM DIFFERENT TIMES

6.  Involvement: “a person’s perceived relevance of an object based on their inherent needs, values, and interests”  “Object”: generic reference to a product, advertisement, or purchase situation  A motivational construct—can be triggered by a variety of antecedents  Measuring and Enhancing Involvement:  We respond more positively to commercials within a TV show we are more involved in  Leads to greater possibility of influencing viewer’s purchase intentions WHAT DOES THIS HAVE TO DO WITH CONSUMER BEHAVIOR?

7. CONSUMER INVOLVEMENT: A MOTIVATIONAL CONSTRUCT

8.  Consumer involvement in an advertisement is a continuum  Not a Yes/No answer  Ranges from inertia (lack of active decision making) to passion (strong opinion and contemplated purchase decision)  Important to play into factors that influence consumer involvement in advertisement and placement  Increases involvement and moves customer toward passion INVOVLEMENT- A RANGE

9.  Ads are affective not just because of the content within it  Surrounding environment very important  Ex: location, timing, emotions of consumers  Advertisers need to create as much consumer involvement as possible in the ad itself when outside environment can’t be controlled  Unpredictable outcome of sporting events  Align tone of advertisement with tone of program surrounding it to promote increased viewer interest IMPORTANCE TO ADVERTISERS

10.  What was your favorite ad?  When did you find yourself paying more attention to ads?  Of the ads discussed today, would you purchase any of the products?  Note: Samsung FINAL QUESTIONS

11.  Their, Dave. “For the Advertisers sake, Super Bowl Better be Close.” http://www.forbes.com/sites/davidthier/2012/01/31/for-the- advertisers-sake-super-bowl-better-be-close/  Solomon, Michael R. “Custom Business Resources” Pearson Custom Publishing: 2009 REFERENCES