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Musings on Marketing It's Always Something... January 2007
The Superbowl of Marketing: Television vs. Promotional Products Each year, advertisers with super sized budgets sink millions of dollars into Super Bowl commercials. Most of us do not have a large enough budget to advertise on the Super Bowl...but do not fear, there may be an even better alternative.
A study of 18-34 year olds, the most sought-after demographic group in terms of advertising dollars, was conducted exclusively for PPAI by researchers at Louisiana State University and the University of Texas at San Antonio. The study, which was performed in a controlled environment, measured the:
- Effectiveness of promotional products, and compared them to two other media–television and print
- Synergistic effects of promotional products when used along with these other media
- Consumers’ preferred medium for gathering information about a product or brand
Participants in the study were exposed to advertising for pizza via three mediums: television commercial, print ad and promotional product. A key finding of the study was that adding a promotional product to the media mix generated favorable attitudes toward the ad in all cases (up to 44%). And in some instances, the use of a promotional product as the advertising medium alone achieved maximum impact, up to 69% increasing brand interest and 84 % in creating a good impression of the brand.
“It’s gratifying to see hard data prove what we as an industry have known for years,” said Steve Slagle, CAE, PPAI president. “Promotional products continue to grow in popularity because, simply put, they work. Promotional products are the only advertising medium capable of engaging all five senses. When used as a key element in the marketing mix, promotional products create a more positive outlook toward the ad and the brand.” Based on the results of the study, researchers found that while the print ad came in first overall, respondents preferred promotional products as an advertising medium rather than television ads.
- Respondents had a more positive attitude toward the ad when exposed to advertising via a promotional product rather than the television commercial (41% to 18%)
- They had a more positive attitude toward the product as a result of the promotional product rather than the television ad (20% to 16%)
- Message credibility was higher with the promotional product than with the television ad (54% to 33%)
- Intent to purchase was higher with the promotional product than with the television ad (25% to 17%)
- And the referral value was higher with the promotional product than with the television ad (26% to 16%)
And the Superbowl ring goes to... You Decide. A multi-million dollar ad seen by millions of people ONCE for 30 seconds; or a mini-billboard (promotional product) seen by hundreds for 365 DAYS - maybe more.
-Source: PPAI
Did you know? 
The Guacomole 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
-Source:advertising.about.com
Guess which team we're rooting for? 
In case you didn't know, Brian is from Chicago, which makes him a die-hard Bears fan. He receives constant ribbing from his children reminding him that he has now lived in California longer than he lived in Chicago, and for that reason, should show loyalty to the 49ers. To that, Brian has only 2 words "SUPERBOWL SUPERBEARS"
"Confidence is contagious and so is lack of confidence, and a customer will recognize both." -Vince Lombardi. Green Bay Packer coach. Over a nine-year span as head coach, Lombardi's teams racked up 98 victories against 30 losses and 4 ties for a remarkable .758 winning percentage.
A growing corps of advertisers built Web promotions into Super Bowl ads this year to try to get more bang for their bucks beyond 30 seconds in the game.
According to Web trackers, it worked. Most got at least a spike in site visits on Sunday or the day after from links to the ads, seen by an estimated U.S. audience of 90 million. Some have sustained traffic growth beyond that.
"Anyone who just buys a spot in Super Bowl and lets it hang out there is wasting money, in my view," says Ian Beavis, senior vice president, marketing, product planning and public relations for Mitsubishi. He acknowledges Web visits don't guarantee immediate sales but says the links further several marketing goals, including:
•Sales leads. Mitsubishi's www.seewhathappens.com offered the cliffhanger finale to a Super Bowl ad in which the Galant takes on a Toyota Camry in an "accident avoidance" test. The ad boosted visitors to Mitsubishi's brand Web site by 200% above previous averages the day after the game and drew 170,000 visitors to the site for the finale, according to ComScore Media Metrix. Visitor traffic has held at about 47,000 daily since then.
•Propelling promotions. A Pepsi Super Bowl ad kicked off a two-month giveaway of 99-cent music downloads from Apple's iTunes.com store using winning codes on Pepsi soft-drink caps. The ad helped boost iTunes' visitors on Sunday 593% vs. previous Sundays, says ComScore. Traffic at iTunes through the past week is up 12% from pre-game averages.
•Brand building. Sites for erectile dysfunction drugs Levitra and Cialis both saw increased traffic following their Super Bowl ads, though they have since returned to normal. According to ComScore, Cialis' Web site traffic surged 1,868% on Super Sunday to more than 35,000. It has dropped back to "less than 10,000," says ComScore. Levitra says its site visits rose more than 2,000%, though its base was too low for ComScore to track growth.
-Source: USA Today
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