Response paper - “The Super Bowl: More Than a Single Advertising Event ”
The role of advertising at E*trade
Advertising is an extremely important element in case of E*trade. It has helped make Super Bowl a very popular game and this has been possible due to innovative and repetitive advertising with a high remembrance value. Advertising is impeccable to marketing as it plays pivotal role in the field of marketing. Marketing is about informing, attracting and persuading customer to buy certain goods and services (Kotler and Keller, 2006). The best way to educate and influence sales is to advertise the required product and attract consumers (Swayne, et.al., 2005). Advertising can be done by various means and these means are chosen according to the target market and the type of consumer one is focusing upon and all of these have helped promote E*trade effectively.
Factors that have played a role in E*trade’s decision to advertise on the Super Bowl
The various factors that have played a role in E*trade’s decision to advertise on the Super Bowl include choosing appropriate method of advertising as per the market conditions and target market and hence marketing is incomplete without advertising. Capturing the attention of the audiences and ensuring that they are able to relate to the thrill involved and the excitement related to the game has played an important role in E*trade’s decision to advertise on the Super Bowl. In case of E*trade’s decision to advertise on the Super Bowl, as their target audiences relate to the game and though there are high investments involved, as the reach to the masses is viable, these factors have impacted the decision of E*trade to advertise on the Super Bowl. It has helped them achieve better popularity and visibility.
Concepts of reach, frequency, and impact as they relate to Super Bowl advertising
Super Bowl advertising has immense reach but the frequency is extremely low as the advertisement comes just once during the game. But the impact is extremely high as the Super Bowl game has a large audience and fan following. If the advertisement is made in such a manner that it has a high remembrance value, then when played during the Super bowl, it would nor just impact the audiences positively but would also help them relate to the product, the brand and the game (Kotler and Keller, 2006).
Consideration and planning for these concepts differ between the Super Bowl and other television events
The proper mix of creativity and marketing technique should be used to advertise the product efficiently and effectively with utmost care. The advertisement should also help in differentiating the brand from others by using appropriate language, script, colours and other elements (Kotler and Keller, 2006). Advertising has lots of tools and technique and a target market segment to approach to and then plan accordingly based on the situation and product’s nature. In the early times there were very limited resources to use and also very limited technology to be implemented to the advertisement and in spite of all this, the advertisement is successfully differentiate itself from other and does effective marketing but now they can consider using technology and effects to a great extent. There is more concentration on the lines and phrases, no doubts images are also attractive and passing on the right message to the audiences and should be planned according to the marketing goals (Swayne, et.al., 2005).
References
Kotler, Philip and Keller, Kevin Lane. Marketing Management, 12th edition, Pearson Prentice Hall, 2006. Print.
Swayne, S., Duncan, F. & Ginter, C. Strategic Management of organizations, USA: Routledge, 2005. Print.
