Monthly Archives: February 2015

Super-sized Scoreboards from South Dakota


There is no doubt that the Super Bowl is a big stage for marketers. But, think also about other companies that gain from a Super Bowl presence. After all, professional sports teams and franchises are also big spenders, providing fans with the best experience possible and sparing little expense to lure people off their couches and into the stadiums and arenas.

Consider the humble score board whose job it is to track the plays, excite the fans, and provide the big screen game experience to thousands of fans. Ever wonder about where the score boards originate and how they are manufactured? It’s a fascinating story of engineering combined with marketing. View the video from CBS Sunday Morning and get an inside look at how Daktronics builds the video scoreboards to increase excitement of fans and consumers.

Group Activities and Discussion Questions:

  1. Discuss organizational buying. How is marketing different when selling to businesses rather than consumers?
  2. View the video:
  3. Bring up Daktronics’ Web site:
  4. Divide students into teams and have each team brainstorm new businesses that might benefit from visual signs (not just sports teams).
  5. Select one of the business and design a marketing campaign to sell video signage.

Source: CBS Sunday Mornings, Manufacturing Business Technology

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February 2015 Viral Videos


Every week Advertising Age, in conjunction with company Visible Measures, publishes a list of the week’s top performing videos. The weekly chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. True Reach™ quantifies the total audience that has been exposed to a viral video campaign. There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.

Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart:
  2. Have students examine how the ads are measured by Visible Measures.
  3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  4. What is unusual?
  5. Who will it interest?
  6. What is the key message?
  7. How effective is the ad at getting the company’s brand and message across to viewers?
  8. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source: Advertising Age, Visible Measures – weekly update

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Super Bowl 2015 Advertising Extravaganza


With millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $4.2 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $5 million at a single event.

Love ‘em or hate ‘em, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 114.4 million viewers, the 49th Super Bowl is now ranked as the most watched TV program in U.S. history. Even at the end of the game, 74% of all TVs in the U.S. were tuned in and watched the final play. And days later, we are still watching ads and measuring results.

Watch the ads – which company do you think did the best, and worst, job on their advertisements?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads. These can be found on;;; and other sites.
  1. Divide students into teams of two. Have each team select a Super Bowl ad to analyze and present in class.
  2. What is the target market, key message, and offer from the ad?
  3. How does the ad integrate with a company’s other advertisements?
  4. Are the messages integrated with a company’s Web site and social media?
  5. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won your class’ votes?

Source: Nielsen, National Retail Federation, Ad Age Daily,, other news sources

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