08 February 2007

Did Advertisers Lose the Super Bowl?

Companies should expect a lot more from $2.6 million than a smile from the viewers and a temporary bump in brand awareness

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
The Big Game is over, and the Indianapolis Colts have emerged triumphant. But who were the winners in that other "game" -- the one where advertisers spend millions to compete for viewers' attention? You've probably already read "reviews" of the ads in your newspaper or online. Our branding expert, however, raises more fundamental questions: Can marketers win at all by running expensive ads during the Super Bowl? And what would count as a victory?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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See also
Can Advertising Still Contribute?
When the Stars Don't Shine
Is Advertising Dead? (Part 1)
http://www.gallup.com/poll/26353/Americans-Super-Bowl-Phenomenon.aspx

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

http://www.gallup.com/poll/26353/Americans-Super-Bowl-Phenomenon.aspx
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