Super Bowl Commercials Going the Way of the Dodo -- Small Businesses Discussion Forum

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Subject: Super Bowl Commercials Going the Way of the Dodo

Author:
Dennis S. Vogel

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Date Posted: 22:46:23 03/21/10 Sun

Super Bowl Commercials Going the Way of the Dodo
Good Ad Ideas Increasingly Rare in Game
Posted by Bart Cleveland
http://adage.com/smallagency/post?article_id=141982

Here is my full comment, which is more than 500 words, so Ad Age wouldn't accept it because it's necessary for the publisher to restrict the length of posts. Otherwise, somebody who thinks s/he knows something worthwhile - - like me for example - - may overwhelm the web site.

OK, I'll accept people watching the Super Bowl to be entertained by commercials. But are those really commercials? Or are they just expensive comedy clips like what people indulge in from YouTube?

Apparently, those ad agencies & clients want to entertain people. It's OK, as long as their goal isn't selling products &/or services.
Hey, let's blow millions of dollars & not sell anything!

Even if the advertiser entertains people, will those people remember the advertiser, plus the promoted products or services?
If they remember the promoted products or services will the advertising (entertainment) persuade people to believe they want/need what was promoted?
Maybe, but don't quit your day job.

Will people, who were entertained, buy what the entertaining advertisers offer?
A - Maybe - - if the advertiser sells entertainment. B - Probably not - - if what the advertiser offers isn't entertainment related.

Is a funny commercial apt to sell anything that's boring?
Don't bet on it!

Those commercials may go the way of the dodo because they're a bunch of doo-doo!
How can advertisers afford to keep paying for messages that sell nothing?

What I wrote below is for 2 purposes: 1a - To communicate how useless some of this stuff (advertising?) can be. 1b - I wonder if what I wrote matches the thought process (or lack thereof) when some advertisers decide how to advertise. 2 - If entertainment really works, you'll want me to do your marketing work even if I do nothing to sell it. (Yeah, right!)

Let's pretend I have some money to invest (I wish!). I want to be a millionaire. I should -
A: Pick a full service brokerage so I can get some advice.
B: Pick a service to buy shares of stock for me without offering advice.
C: Pick a firm that has babies who can lip sync.
D: Pick a firm based on the entertainment value of their advertising.

It's a tough decision. Which of my 3 Lifelines should I use? 50:50, Phone-a-friend or Ask the Audience.
I'll call my friend who works in an ad agency.
Really, you'd pick answer C. Hey, why is the audience groaning?

I'll poll the audience. Hmm, it's an even split between answers A & B.

I use my 50:50 lifeline. Computer remove 2 of the wrong answers.
A: Pick a full service brokerage so I can get some advice.
B: Pick a service to buy shares of stock for me without offering advice.
Darn! Why did the computer leave those 2 answers? I was thinking maybe answers C or D were correct! Now what do I do?
It's obvious, isn't it?

I'll write a commercial based on this scenario & sell 50 million cars, plus I'll win some advertising awards. I can't lose, can I?
Let's ask the audience!

Oh no! I used up all of my lifelines - - on the 1st question no less!

But I've persuaded all of you to trust me with your marketing, right?
Uh? Is that your final answer?

Many times, I've heard "Advertising is salesman shop in print."
We may accept the premise that advertising is a sales rep made of paper & ink or digital bits & electrons.

What would we hire a sales rep to do? His/her job definitely wouldn't be what we see & hear in most broadcast commercials.
That's my final answer.

Dennis S. Vogel marketing consultant independent contractor Two Rivers WI
When you spend YOUR money to increase your profits, you should invest in real marketing. That's what I'm providing.
If you waste your money, you may not get another chance to make a sale. Be sure you sell every time you send your offers.
http://www.voy.com/31049/
http://www.lakefield.net/~thrivingbusiness/

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Subject	Author	Date
Going All the Way to the World Series	Dennis S. Vogel	20:09:49 03/22/10 Mon