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All the Super Bowl 22 Ads…

February 14, 2022 by Joe Cannon 1 Comment

What did you think of the Super Bowl? No, not the game — we teach marketing, we watch the ads. I find it fun to show students ads to kick off class for a couple of weeks after the big game. It is fun to ask them about strategy:

  1. Who was the target market for this ad?
  2. What was the promotion objective for this ad?
  3. How would you measure the success of this ad?

The ads get students’ attention. The questions move it from in-class entertainment to a better understanding of many key marketing concepts–and our ultimate goal engagement!

If you want, you can “Watch all the commercials from the 2022 Super Bowl.” My favorite “go-to” site over the years was the USA Today Admeter. That is now behind a pay wall – so you may or may not have access. This rating system is based on popularity — and it can kick off a discussion of whether the advertiser’s goal was to win awards or perhaps build awareness, create positioning, or get action (sales or sign-ups). If you want other people’s opinions, you can start with Fast Company’s “The 5 best Super Bowl ads of 2022 (and the worst one)” and read their critique. I love their choice for #1:

Filed Under: Advertising, Chapter 03, Chapter 04, Chapter 07, Chapter 13, Chapter 15

Sonic Branding…

January 31, 2022 by Joe Cannon Leave a Comment

Some content is delivered much better in an audio format. Take sonic branding — the creation of a sound that becomes associated with a brand. Some of the more well-known examples are Intel, Netflix, and McDonalds (all of those examples came from a longer 11 minute video on sonic branding — which you could assign or show in class if you want). But I found this podcast case study on the development of HBO’s new sonic idea to be particularly interesting. The podcast goes into a lot of depth on the factors HBO thought about and some of the marketing research they conducted. It will be a nice supplement to a discussion of branding (Chapter 8) or maybe marketing research (Chapter 7).

Filed Under: Chapter 07, Chapter 08

The most hated brands in America…according to Twitter

November 1, 2021 by Joe Cannon Leave a Comment

This article highlights a new report that highlights the brands that receive the most hate on Twitter. The findings of the study might be fun to show students when you cover either branding (Chapter 8) or maybe marketing research (Chapter 7). The findings are a mix of the expected culprits (Uber might not be a surprise) and mostly unexpected (LEGO, Sony, Netflix). The findings are based on the use of a sentiment analysis tool (which is why you might talk about this when covering marketing research) which focused on 100 of the largest brands and the percentage of Tweets that were positive vs. negative. The article also includes a map that points out the most hated brand in every state.

This article or perhaps simply the graphic with the findings, might be used to stimulate class discussion on the topic of consumer complaining behavior, how firms respond (customer service, Chapter 14), or on the usefulness of sentiment analysis. The design of the research also calls into question whether the research actually identifies the “most hated brands in America” or simply those most complained about on Twitter.

Filed Under: Chapter 07, Chapter 08, Chapter 14

It isn’t only Google and Facebook that tracks customers for advertising purposes…

September 22, 2021 by Joe Cannon Leave a Comment

Online music streaming service Spotify believes that it can someday become one of the advertising powerhouses. But like its rivals in the advertising business, Google and Facebook, the company needs to collect and analyze lots of data on its customers. Spotify knows more than just what its customers are listening to, it also knows what they are doing and what you are going through.

The Spotify app can gather data from customers’ phones’ including accelerometer, gyroscope, and location data. This might be analyzed to find out if and when a customer works out or walks their dog.

And “Spotify (also) knows that you started playing Lizzo’s “Truth Hurts” at 23:03, listened to it for one minute, then searched for “break up” and listened to the entire four hours and 52 minutes of the “ANGRY BREAKUP PLAYLIST” without any pauses. Spotify might know to serve this listener ads about ice cream or (maybe a few weeks later) ads for online dating services.

Right now, Spotify is investing a lot in data science to figure out what all that data it collects can be used for. Privacy? Read more in “All the Ways Spotify Tracks You – and How to Stop It,” Wired.

Filed Under: Chapter 07, Chapter 09, Chapter 15, Chapter 19 Tagged With: Privacy

Why is Panera selling coffee subscriptions for $9 a month?

March 19, 2020 by Joe Cannon Leave a Comment

This short article in Fast Company (February 27, 2020) describes a new business model being used by Panera, “Panera debuts $9/month unlimited coffee and tea subscription.” While short, the article offers an interesting example that can be applied across many topics:

  • Customer lifetime value and customer equity (Chapter 2) — Panera found that subscription customers visited the stores 3 times as often and purchased 70% more add-on items.
  • Subscription pricing model (Chapter 17) — Our new edition of Essentials of Marketing delves a bit more deeply into subscription pricing as many products now utilize the business model.
  • Marketing research (Chapter 7) — the article describes some of the findings from a test market Panera used before launching the new subscription pricing model.

Filed Under: Chapter 02, Chapter 07, Chapter 17, Market research, Price Tagged With: Business models, Customer equity, Customer lifetime value

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