Super bowl case study together with the declining
Excerpt from Case Study:
Extremely Bowl Example
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With the declining power and reach of traditional advertising media because of technological developments, growing competition and diversification of mass media channels, the main issue intended for the Extremely Bowl is always to tap into the potential of word of mouth and buzz promoting to attract adverts for its commercial profitability. Together with the decline in popularity of televised sporting events such as the Winter Olympics 2006, the Super Pan needs to develop innovative sales strategies to maintain their relevance inside the mind in the consumer and marketer.
The Super Pan is the most generally watched television event in america watched by simply more than 100 million national viewers and 1 billion dollars worldwide. This provides an attractive chance for marketers in promoting their products. Due to strategic worth of adverts spots during the Super Bowl, the adverts are created lavishly and still have entertainment benefit, so much so that 35% in the viewers of Super Bowl discuss the advertisements with colleagues at your workplace and 4% tune in in order to watch the advertisements. Due to this immense interest, advertising space has become expensive. A 30-second slot typically costs $2. 6 mil. This may not make financial sense for most marketers. Furthermore, with the advancement broadband tv set and live stream, consumers are right now exposed to multiple channels giving greater interactivity and autonomy to engage online marketers with buyers. There is a concern that online marketers may change content away from traditional Very Bowl promoting to these even more interactive programs. Newer methods such as referral marketing and excitement marketing rely on consumer residential areas to distributed awareness and interest regarding the brand and marketing communication. Community people with competence in the merchandise act as thoughts and opinions leaders and therefore are able to create buzz amongst community users through testimonials and viewpoints about the advertisement or the merchandise (Yang ou al. 2012). Thus, Extremely Bowl has to maintain its promoting relevance by making use of WOM and buzz advertising.
Key Decision Criteria
The marketing program should allow greater discussion and dialogue between marketers and consumers and between specific customer segments regarding the advertising and the manufacturer.
The promoting plan should motivate early majority segment to make acquisitions.
The promoting platform must be compatible with multiple technologies.
Interaction format needs to be compatible with communal norms (Kozinets et ing. 2010).
The marketing or perhaps advertising format should be shareable and down-loadable.
It should lead to lower advertising and marketing costs for the entrepreneurs and have a higher ROI than television advertising.
Analysis of Alternatives
The first substitute for Super Bowl should be to continue offering advertising space to online marketers but as well using its site www.superbowl.com exactly where Super Pan advertisements can be made available concurrently to buyers. The adverts can be run at the same time about both television or just online (which would be more affordable for smaller businesses). This way, viewers who not normally watch promotions for television can watch them on the net. Super Dish could also immediately benefit from the promoting revenues rather than them visiting the television stations. Large businesses would pay extra for achieveing their advertising retained on the website for longer periods of time. Super Dish related data could also be placed on the website to attract visitors. One particular disadvantage of this may be that firms marketing to tech-savvy customers would be thinking about this promoting channel.
The NFL can easily create an internet social networking site centered on the Super Dish. This would provide online communities, dialogue forums, on-line voting forms and other options for surfers to interact and discuss their very own opinions. An individual traffic volume would attract marketers to position their advertisements on the website. Content could be organized in accordance to community group passions. Community members could see the advertisement, publish comments to see other members, and label others to the advertisement. They could also post product reviews and