Super Bowl Critique
For the Super Bowl Critique assignment, you are asked to put yourself in the shoes of the Brand Manager for the product/service advertised in your favorite Super Bowl spot. As the product’s Brand Manager, you have been asked to participate in an executive review meeting to evaluate whether the Super Bowl investment you made for Super Bowl LIII was worth the expense.
Your paper for Advertising Management is to be a formal document that provides detail for each of the elements you will want to cover during your hypothetical post Super Bowl LIII executive review.
You will want to start your meeting – and this paper – by providing an overview of:
1. The opportunity Super Bowl ads have offered brands historically
o Typical viewership – reach (audience)
o Historical spot pricing (ROI)
o Audience characteristics and historical trends/changes
2. The opportunity Super Bowl LIII offered your brand
o Reach (audience)
o ROI – spot pricing
o Audience characteristics
2. The brands in your product category that advertised in Super Bowl LIII
3. Super Bowl advertising trends in your product category.
Please also address any unique characteristics of Super Bowl LIII that your executive team should be aware of as they evaluate the return on this investment and as they determine whether they will want to continue to advertise during the Super Bowl.
Answer preview for Super Bowl Critique
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