Every year, companies question if advertising on the Super Bowl is worth the $4.5 million it cost in 2015. A brief article in Ad Age highlighted the winners based on purchase consideration boost, word-of-mouth boost, growth in Facebook fans, and growth in Twitter Followers. This blog post examines the first category – boost in purchase consideration.

Purchase Consideration Boost

  • McDonald’s – first ad since 2008, increase in purchase consideration of 27%
  • Nationwide – pregame ad was controversial, but sparked a 38% purchase consideration boost
  • Carnival Cruises – first ever Super Bowl ad resulted in more than 49% purchase consideration boost

Discussion Questions:

  1. Which of the three ads did you like the best? Why?
  2. What do you think about the Nationwide ad? Does showing a tragedy create a negative emotion? Why or why not? Why do you think this ad generated a boost in purchase consideration?
  3. The Carnival Cruise ad used the voice of John F. Kennedy. What impact do you think this had on the ad? Who would be the target market for this ad?
  4. Why do you think of all the ads shown on the Super Bowl these three had the highest boost in purchase considerations? Be specific in explaining why.

Here is an image of the Ad Age article from February 9, 2015.

AdAgeSuperBowlFeb915

About Dr. Ken Clow

Co-author of textbook.

2 responses »

  1. Jennifer Sundstrom Fitzgerald says:

    I enjoy using your blog for my IMC course. Any chance you can upload more assignments that reflect the 8th edition of your IMC text along with 2017 advertising examples?

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