Superbowl Ad Assignment

As you know, Sunday's Superbowl is as much about the ads as it is the game.  Regardless of whether or not you watch the Superbowl, you can do this assignment as I will send you an email on Monday with a link to a web site where all of the advertisements aired will be available for you to review.  Pick your favorite superbowl commercial and answer the following questions:


1.    Describe the ad, the company, the brand, and basic message.


2.    What consumer needs were identified?


3.    What was the target market and how was this market shown in the ad? Describe the demographic and psychographic characteristics you think the ad targets.  Explain why you think this.


4.    Explain why you think the advertiser has targeted this group and chosen the Super Bowl to do so.


5.    Do you think this advertisement is effective at gaining the attention of the target audience?  Explain why or why not.


6.    Did the ad present a call to action by the consumer or merely try to present the brand?  If the ad did call for customer action, what action was called for?


7.    What particularly did you like or dislike about the ad?


8.    Was the ad designed for the Super Bowl Sunday only, or can it be re-used (to amortize cost)?


9.  And now the $3 million dollar question (remember the average 30 second ad cost the advertising company $3 million).  The purpose of the advertising and marketing behind this commercial was probably to inform, reinforce past behavior, change behavior, and create sales. In your opinion, will the ad you have chosen do these things?  Why or why not.  What do you think could have been done more effectively?


You should NOT post your response for this assignment to the blog.  To receive credit, please bring a printed copy of your typed responses to the questions above to class on Tuesday, February 8th.