The Challenge of Advertising in the big game

University of Lethbridge –Reading Class

Gabriela Almeida

New Words

Advertising

New Words

Advertising

- The activity of attracting public attention to a product or business

Eg. (...) “that I found myself continuously pondering, relates to the *ROI of the many advertising campaigns that were shown.”

*ROI = Return on Investment

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Consume

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Consume

- To occupy the full attention, interest, or time of.

Eg. “I found myself completely consumed by one of the games most exciting distractions”

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Rating

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Rating

- A measurement of how popular, good and important someone or something is.

Eg. “talking about the incredible advertisements that were shown around the game, ratings have been established” (...)

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Pan(ned)

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Pan(ned)

- Informal - to strongly criticize a film, play, book or something else in a newspaper, or on television or radio.

Eg. “advertisements that were shown around the game, ratings have been established, and brands panned.”

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Filled

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Filled

- To make something become full.

Eg. “social networks have been filled with game memorabilia”

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Pondering

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Pondering

- Formal – to think carefully and seriously about something.

Eg. “that I found myself continuously pondering, relates to the ROI of the many advertising campaigns that were shown.”

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Airing

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Airing

- Exposure to public attention.

Eg. “I, like many business leaders, would have loved to have a commercial for their brand airing on TV or floating virally online”

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A game of inches

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A game of inches

- a sport or effort with minimal gains or losses.

Eg. “Advertising, like football, is a game of inches. ”

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Wrestle

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Wrestle

- To try to understand or solve a difficult problem.

Eg. “The perplexing part of the equation that I wrestle with every day, is the "profit" or benefit”

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Plaguing

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Plaguing

- To cause pain or trouble to someone for a long time.

Eg. (...) “I am drawn back to a conversation that I had this very morning with a potential client who was wrestling with the ultimate question that will also be plaguing her (and many other executives) on Super Bowl”

Reflecting about advertisement

What are their real meanings?

What do they have to do concerning to catch our attention?

Buy

it! See

it!

Do

it!

Consume

it! “I found myself completely consumed by one of the games most exciting distractions – the

advertisements.”

Reflecting about advertisement

What is the impact of social communication in a brand?

Reflecting about advertisement

What is the impact of social communication in a brand?

Reflecting about advertisement

What is the impact of social communication in a brand?

And about price?

What cost is the right cost to pay for such exposure?

Any advertising game, before playing, one has to try to understandwhether cost of such an investment will be worth the potentialbenefit.

Profit x benefit

“In a situation like the Super Bowl – one that will attract millions of

eyes, the cost is fairly certain (although, depending on the channel

that you choose variability can persist).”

What are your goals?

“How will that data ultimately be analyzed, reported against, and

reviewed, internally? Why?”

What are your goals?

“How will that data ultimately be analyzed, reported against, and

reviewed, internally? Why?”

“Because understanding what you want the analysis to produce, is often just as important as what

your strategic goals are.”

references

http://online-behavior.com/analytics/superbowl-metrics

Thank you(: