Tag Archives: entertainment

53rd Super Bowl (2019)

The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements! At a cost of $5 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 $6 million at a single event.

Love them or hate them, 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. This year it had an audience of 98.2 million viewers and a 41.1 U.S. household rating in 49.3 million homes. While still large, this was the lowest viewing in 10 years. However, days later we are still watching ads, arguing about them, and measuring results.

Watch the ads – which ad is your favorite?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: https://www.ispot.tv/events/2019-super-bowl-commercials
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week, CBS, iSpot.tv, Nielsen, other news sources

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Christmas is in the Air!

Can you smell it? It’s that time of the year when Christmas is in the air! Oh, lift your face and smell the scent of fir trees, pine cones, fresh cold air, and KFC fried chicken in the air! Wait, what, KFC fried chicken in the air? That’s become a Christmas scent?

Yes, KFC decided that Christmas needs more food smells, particularly its famous fried chicken with 11 herbs and spices. To that end, the company recently sold out of its five-pound fire logs that were scented with fried chicken. Relax though, no chickens were harmed and none are burned as part of the fire logs, which are made out of recycled materials. The logs burn up to 2.5 to 3 hours and have a caution applied – burning it may result in a crazing for fried chicken (plus it may attract hungry bears or neighbors).

KFC isn’t the only company applying scents to the holidays. General Mills is also using scents in movie theaters to entice consumers for its Pillsbury cinnamon rolls. General Mills is using scent machines at 200 theaters to push out a subtle scent of freshly cooked cinnamon rolls during pre-show commercials.

Why the emphasis on scents in marketing? Studies have indicated that smell is strongly linked to memory recall. Consumers link scents to memories, making them more inclined to purchase products that generate happy memories.

What smells do you like?

Group Activities and Discussion Questions:

  1. Poll students: What are the scents of Christmas?
  2. Show the KFC yule log site: https://www.kfc.com/fire-log
  3. Show a video about KFC logs: https://youtu.be/b-4Yh8_4vZI
  4. Show the Pillsbury cinnamon theater commercial: https://youtu.be/z_ie4wdXyXM
  5. Divide students into teams.
  6. Have each team develop a marketing tactic using “scents” to improve branding and sales.
  7. What are the drawbacks to this type of marketing?

Source: Minneapolis Star Tribune, Entrepreneur, Ad Week, Fox News, other news sources

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The Worst Toys this Holiday Season

We all know that many new products will fail in the marketplace for one reason or another. Sometimes the quality is poor, or the packaging is wrong, or the price is too high. And sometimes a product fails because it can be dangerous.

Each year the non-profit organization World Against Toys Causing Harm (W.A.T.C.H.) compiles a list of the 10 “worst toys” of the year. Toys make the list when they present a hazard to children such as choking, cutting, or with one of this year’s toys, slashing.

Before crying out that “kids will be kids and anything can be dangerous,” consider that unsafe toys are a serious health issue. The numbers are scary. According to the Consumer Product Safety Commission there were roughly 240,000 toy-related injuries in the U.S. in 2016. This translates to one child treated for a toy-related injury in a U.S. emergency room every three minutes. And, between January 2017 and October 2018 there were an estimated 3.5 million units of toys recalled in the U.S. and Canada.

Some of the toys on this year’s list include:

  • Black Panther Slash Claw (slashing injuries)
  • Power Rangers Super Ninja Steel Superstar Blade (blunt force and eye injuries)
  • Stomp Rocket Ultra Rocket (eye, face, and other impact injuries)
  • Cabbage Patch Kids Dance Time Doll (choking injuries)

Detailed warning labels on packaging aren’t always enough. Young, small children in particular are vulnerable, plus not all warning labels are read and followed. View the list and read the concerns.

Group Activities and Discussion Questions:

  1. Discuss the topic of responsibility of a company to consumers.
  2. View the toys on the list: https://toysafety.org/
  3. Divide the students into teams. Have each team review one of the products on the list.
  4. For the product, how should the company address the issue that it is on the “worst toys” list? What should retailers do?
  5. Have students research how toys are tested.

Source: Marcelo, P. (13 November 2018). The “worst toys” for the holidays, according to safety group. Associated Press.

 

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