Evaluating the Effectiveness of High-Cost Advertisements for New Companies
Spending millions on Super Bowl commercials can be a beneficial practice for established brands in case they present a specific function or innovation. For instance, this year, Google Pixel 7 demonstrated the ability to edit photographs on their phones in real-time with a unique eraser feature, and the advertisement received a highly positive response (Picchi, 2023).
In this sense, even established brands can benefit from Super Bowl commercials by further expanding their scope of influence and introducing new functions. Upcoming companies can also profit from this approach, but it is significantly riskier because new brands typically do not have sufficient funds.
In other words, if they fail, the financial damage will be substantial, while already established brands might not suffer that much. In summary, I think that investing in Super Bowl commercials can be a good practice for most organizations, but companies need to carefully estimate their funds and evaluate the potential profits before committing to this approach.
Impact of Super Bowl Commercials: Personal Reactions and Influences on Purchasing Decisions
I would say that Google Pixel 7’s commercial was the only advertisement that impressed me because I was interested in the mechanism behind the eraser feature. It did not impact my buying decisions, but I did search for more information online about the product, and I might consider reading about photography editing features when I decide to buy my next phone.
Designing a Super Bowl Ad: Target Messaging, Concept, and Rationale
If I were to spend money on a Super Bowl commercial, I would first carefully analyze the risk-reward consequences of this approach and the potential target demographic group. One of the safer options is to choose a product in the sportswear category and cater to people with an active lifestyle or athletes. After all, while the Super Bowl attracts people of various demographic groups, it has the most substantial connection to the NFL and people that enjoy watching sports. That is why I would choose the target messaging and concept of the commercial related to an active lifestyle, catering to the most involved demographic group.
Reference
Picchi, A. (2023). Super Bowl 2023 commercials: Here are the winners and losers. CBS News. Web.