Topic
Sales Funnel (The Honda advert)
Instructions
On Super Bowl Sunday advertisers spend about $5 million for 30 seconds of advertising time. Many of the ads have other tie-ins (IMC strategy items) that go along with the ad. Some of the companies spend all or most of their TV ad budget on this single event.
Attach a document that can help you think through your response: a graphic of the “sales funnel” and the “communications effects pyramid.”
The assignment:
Select one of the ads that aired in the past Super Bowl (or pick from previous years if you have a favorite). You can find the ads on YouTube or just search form them.
Based upon your selected ad (don’t forget to tell us which one you chose, post a link of possible), keeping in mind that the budget ($5 million per 30-second spot) is known and some advertisers may have purchased more than one spot, respond to the following:
1. What was the target audience?
2. What was the objective of the ad? Look at the attached document about the “sales funnel” and this link http://marketing-made-
3. Current thinking is that it’s best for customers to be actively engaged and not treated as passive viewers. What would you do to actively engage customers in the digital marketing stage of the ad campaign you chose?
4. In your opinion, considering what we looked at about marketing to different generations, why would advertisers choose to spend so much on such a wide audience (consumers with differing demographics and psychographics)?
Answer preview
The Honda advert during super bowl 51 seeks to communicate to a wide range of audience. The individuals shown on the advertisement appear to be people from different backgrounds and the target for the advertisement can be considered to be the general population of working people. Individual of different backgrounds are shown in the advertisement depicting the target audience for the advertisement. Like many others, they do not have a specific target audience in this advertisement. The generalised manner in which the advert is presented seeks to imply that the advertisers are seeking to relay a certain message about the product being advertised.
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