Super Bowl and the Promotional Mix



Instructions: Using the information from the class discussion of the promotional mix and information found from Internet research, and research gathered through personal observation, students will complete the following activities in class. All class activities within this project are to be completed individually. The PPT presentation assignment may be completed with a partner or individually.

I. Visit the following website:

as well as other websites that provide information about companies who have purchased advertising for the upcoming Super Bowl. Select one business from the list of companies who will be advertising that you will research. Each group or individual must select a company that is NOT being researched by any other group in the class. Find the following information about the company:

1. Has the company advertised during the Super Bowl in the past?

2. If so, what is the company’s advertising history with the Super Bowl? If not, why did the company decide to launch into a pricey advertising campaign during Super Bowl?

3. Have you ever seen commercials for this company on television- other than the Super Bowl? How often and what time and event slots? If not, what other media besides broadcast advertising did the company use in the past for advertising?

4. What specific product is the business advertising?

II. Visit the website of the company that you have selected and use other research from the Internet or trade journals to find the following information:

1. Conduct basic research on the company and the products and services it produces. Identify the different brands of this company.

2. Identify the promotional mix of an existing product or service produced by this company. Be specific with an example of each element of the promotional mix.

3. After viewing the website and studying the company’s approach to promotion, create an advertisement for the product you selected above and prepare an advertisement that encompasses knowledge of the marketing mix. Apply the knowledge learned in class in preparing a print ad.

4. Based on the research you have found about this company and its products or services, write a press release for that company. . Apply the knowledge learned in class in preparing a press release.

III. Watch the Super Bowl on Sunday, February 3, 2013, at 6:30 p.m. on CBS. If unable to watch, view the ads online during the class block following Super Bowl Sunday. Observe the advertising for the company that you selected. Determine the following:

1. What is the ad trying to convey?

2. Who is the target market for this ad?

3. Is the ad institutional or promotional? Explain

4. What is approach that the ad uses to draw in the consumer? Does the ad use humor or invoke emotion or does is specifically try to sell the product? Does the ad compare a product to another company? Is it “shock-value” or some other method to remember the product? What is the purpose of the ad?

5. How does the type of advertising fit with the image and promotional mix that you discovered on the company’s website?

6. How does this company’s ad compare to other ads? Better, worse, it was ineffective?

7. What do you think are the company’s advertising goal(s) in the Super Bowl ad? (Create goodwill? Promote a new product? Give life to an old product? Introduce a new company? etc.)

8. In your opinion, with the amount of money spent for this one evening of advertising, accomplish the objective of the company’s advertising goals?

9. Calculate the total amount that the company spent in airing advertisements during the Super Bowl.

IV. Students will compile this research into a brief power point presentation. Students will be allowed to work with a partner to prepare and deliver the PPT presentation. Teams must complete the PPT together in class on Feb. 4th and Feb. 5th. The presentations will begin on Tuesday, Feb. 6th and Feb. 7th. Any students who are absent on the day that groups prepare the PPT presentation will need to prepare and deliver their PPT presentation individually.

Companies/Brands Advertising in Super Bowl:

Anheuser Busch, Audi, Axe, Best Buy, , Chrysler, Coca-Cola,

Century 21, Frito Lay, Gildan, Go , Hyundai, Kia, Lincoln, M&M’s, Mercedes Benz, Milk PEP,

MIO, Oreo, Paramount Pictures, PepsiCo, Samsung, Skechers, Soda Stream International, Taco Bell, Tide, Toyota,

Universal Pictures, Volkswagen, Walt Disney Pictures, Wonderful Pistacios

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Summary of Assignments and Due Dates:

Students are to complete and submit for grading, the following assignments throughout this project

by the dates below:

Assignment # 1: Identify the promotional mix of an existing product or service produced by this company. Be specific with an example of each element of the promotional mix.- Complete in class on Jan. 22-23. Due at the end of the class Jan 22 or 23. 50 Points

Assignment # 2: Prepare an advertisement that encompasses knowledge of the marketing mix- Complete in Class Jan 24-25. Due at the end of class Jan 24 or Jan 25. 50 Points

Assignment # 3: Prepare a press release for the company that you are researching. Complete in Class Jan. 28-29. Due at the end of class on Jan 28-29. 50 Points

Assignment # 4: Analyze the Super Bowl advertisement for the selected company. Complete in Class on Feb. 4 or Feb. 5. Due Feb. 4 or Feb. 5

Assignment # 5: Deliver PPT presentation in class about the company and advertising during Super Bowl. Due Feb. 6 or Feb. 7. 100 Points

|Criteria Evaluated |Exceeds Expectations |Above Average |Meets Expectations |Below Expectations |

| |Goes beyond what is expected. |Demonstrates initiative to include |The quality of work is average. Application of |The quality of work does not meet what |

| |Demonstrates a commitment to excellence|information that is above what is |terms or concepts is accurate. No additional |was requested. There are errors in |

| |and has shared information based on |expected. Critical thinking skills|research or critical thinking is demonstrated |application of the concepts, or there are|

| |research that is superior in quality. |are evident. All concepts are |beyond just doing what was requested. There is |omissions that are important. Critical |

| |All concepts are accurately applied. |accurately applied. |no initiative to do more than what is requested. |thinking and creativity are not evident. |

| |Creativity and critical thinking skills| | |The work is sub-standard. |

| |evident. | | | |

| |(Must meet to earn 95-100) | | |(Fails to earn points to earn above 70 |

| | |(Must meet to earn 94-90) |(Must meet to earn 89-70) |overall.) |

|Overview of the company selected and the |20 Points |18 Points |17 Points |13 Points |

|product /service being advertised and the |19 Points | |16 Points |12 Points |

|company’s participation in the Super Bowl.| | |15 Points |11 Points |

| | | |14 Points |10 Points |

|(Maximum 20 Points) | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

| | | | | |

|Identify the product that the company is |40 Points |37 Points |34 Points 33 Points |27 Points 26 Points |

|advertising and explain how this company |39 Points |36 Points |32 Points 31 Points |25 Points 24 Points |

|applies the promotional mix to this |38 Points |35 Points |30 Points 29 Points |23 Points 22 Points |

|product. | | |28 Points |21 Points 20 Points |

|(Maximum 40 Points) | | | | |

| | | | | |

|Criteria | | | | |

| | | | | |

| |Exceeds Expectations |Above Average |Meets Expectations |Below Expectations |

|Demonstrate and analyze the broadcast ad |20 Points |18 Points |17 Points |13 Points |

|that was promoted during the Super Bowl. |19 Points | |16 Points |12 Points |

|Identify the target market for the ad and | | |15 Points |11 Points |

|explain how the ad reflects the effort to | | |14 Points |10 Points |

|reach that market. | | | | |

|(Maximum 20 Points) | | | | |

|Identify the total advertising cost that |10 Points |9 Points |8 Points |6 Points |

|was spent for Super Bowl ads. | | |7 Points |5 Points |

|(Maximum 10 Points) | | | | |

|Professional Presentation Using PPT and |10 Points |9 Points |8 Points |6 Points |

|Oral Presentation Skills (Max. 10 | | |7 Points |5 Points |

|pts) | | | | |

Total Score:_______________

Comments:

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Promotion and

The Super Bowl

Marketing I Project

PPT Presentation Rubric

Promotion and the Super Bowl

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