Multiplying the Payoffs from a Super Bowl Spot

Stuart Elliott wrote an article, "Multiplying the Payoffs from a Super Bowl Spot", that can be read at Payoffs. Super Bowl is the most expensive advertising outlet for companies wishing to air a commercial for their product or service, the average cost being 2.6 million dollars for a 30 second ad. It is also the most watched television show of the year. Because of this, advertisers are now using other media forms to display and spread their commercial air time. The point is that companies want all the publicity they can get to make the most of their media investment. They have now figured out the means to do that, in essence, extending their commercial buys. Anheuser-Busch, the beer brand that gets the most commercial time, is using e-mail messages to invite customers to vote for the favorite Super Bowl spots by sending text messages or telling people to visit their web site. The commercials are then posted the next day on bud.tv.com. The target audience for the beer marketers are 21-27 year-olds, who are proudly watching the Super Bowl, beer in hand. The target audience for the Super Bowl program is everyone, since the advertising is as big as the content itself (music and the football game). The goal, says Steven R. Schreibman, vice president for advertising and brand management at Nationwide Financial, is to reach half the population that doesn't care to tune in because they aren't interested in football. Garmin GPS navigation devices will post video clips for its commercial on its company blog. With all the hype in Super Bowl, advertisers get carried away and go to every length to further their message.

Since Super Bowl is approaching, and we see new commercials that blow us away every year, it is not surprising to say that technology is going even further to make us participate. By marketers spending their money, they appeal to society and get us to go out there and look into their product. Advertisers and marketers have gotten a lot smarter, figuring out new ways to extend their air time by plugging into other outlets for viewers everywhere. It's about participation and raising the stakes. People watch Superbowl because they don't know what to expect each year and companies pay top dollar because they know how many millions of people are watching. No matter how short the commercial that is aired, it will be the only time advertisers will ever get that many viewers. If they have the big dollars then they are willing to spend it to only raise the dollars. It's a money making dog-eat-dog worl, and Superbowl has all the action. I am impressed yet again, and will tune in to see what Superbowl 2007 has in store and if the media news is right about the new "tune in" tactics that are an attempt at multiplying payoffs. I can't imagine any harm or negatives to this new marketing extension, but maybe there are risks that I haven't thought of.

-Amy

A Chance To Save Their Skin

This article, which can be found here, Saving Skin, written by Claudia H. Deautsch in January 19, 2007's New York Times, says that it is the younger generation that is the biggest market for the skin care regimen because they are beauty crazed, from young children to late teens and early twenties. They have been willingly spending more money on beauty products like glosses and creams, and will continue to do so over the decades. Having jobs at younger ages gives teens the opportunity to purchase their own skin care. Avon's line Mark. is aimed at 17-24 year olds. The line is an add-on, not a replacement. Avon is also putting together a multi-product compact so the young can customize cosmetics like they do their cell phones. Claudia Poccia, president of the Mark. line says the reason for this is that, "The freedom to mix and match is just more important to young women than it was to their mothers." Lancome aims their Juicy Tube lip glosses at teens. A British company, Young and Pure, markets face and hair care products to young kids. Clinique advertises on MTV and television shows aimed at younger audiences. On Facebook they show a three-step product demonstration at college campuses. Though cosmetic counter consultants are more than willing to offer suggestions, "The young are less likely to shop in department stores than their mothers were," says Poccia. Elizabeth Arden advertises in InStyle and Allure. It is in the marketing that the youth shows through. Companies explain how the cosmetic works and why it is useful. "We give the facts, the statistics, the test results, and let a young woman make choices on her own terms."

The article makes it known that beauty care lines are not lying to young women and telling them that by using the product they will look like a beauty queen. They are instead showing them through everyday experiences and demonstrations of the product that pimples are normal, but this product targets those problematic areas. It is up to the young person to wisely decide if it is worth the shot to pay that much money. Companies are relying on honesty instead of young naivety. Giving young women the freedom to personalize their makeup and regimen is a plus. It is a bold move to place ads in spots where the young will see it to and produce skin care lines aimed at the problems of the young that are packaged with hip flare and set a fashion statement wherever they are used, but that also work. I have noticed this new wave of skin care lines and have seen the push for the young to have a skin care regimen. I am on that same train and I will admit that I always look into the effectiveness and ingredients of what I buy before I waste my money. However, ads do catch my attention when I need a new product. The hard part is that there are so many lines out there that unless you are given a recommendation from someone you know, it's always a risk. Not everyone has the same skin type. However, skin care lines are trying their best to tell background information before selling the product. I will be more apt to use that line before any other Hollywood fad. What is it that catches your eye about skin care and cosmetic lines? Are you buying into this new approach to promote the look of the young, or is every line out there only selling what they think will make them money?

-Amy

Media's Effects on Socialization

In the New York Times, January 15th, 2007, an article was published titled "Boys and Girls Use Social Sites Differently". The writer, Alex Mindlin, wrote his article, Boys and Girls, after a telephone interview study was conducted to households with minor children. The study, conducted by Pew Internet and American Life Project, found older teen girls are more likely than younger girls or any age boys to use special networking sites like Myspace and Facebook. However, boys are more likely to meet new people through theses sites. 60% of boys questioned said they use the sites to make new friends and are more than twice as likely to use it for flirting purposes. The message behind this study is centered around the idea of socialization between the sexes. The media and public sends safety messages out to girls about online predators since they are seen as the more vulnerable sex who seem to be targeted through these type of connections and social interactions whether face to face or not. This study found this to play a prominent part in the results and showed how the media's warnings and highlight on this specific medium have affected how girls think versus boys when it comes to meeting people.

The study had an interesting approach to this hot topic of social networking for the younger generation. The results were not at all shocking. As a girl, I can relate to meeting people in person and developing friends through school and other friends, whereas boys are more technological and go online to search for someone to talk to or flirt with, hence the predator problem. I did find it shocking that more older teen girls use these sites. It seems like the younger, less developed girls would go there for laughs and gossip, whereas older girls are more savvy and at jobs or in school, whether it be preparing for college or in college. They just don't seem to have that kind of time. This is only my view as a female, but maybe a male would see it differently.

-Amy

New Model Guidelines

On Yahoo News, Friday, January 12, 2007, Samantha Critchell, a fashion writer, wrote an article titled "Fashion Designers Issue Model Guidelines", found on Fashion Designers Issue Model Guidelines. The article talks about the fashion industry, headquarters in New York, and Madrid, Spain, that has set a new guideline currently in effect for New York Fashion Week, February 2, 2007. The idea is that thin will always be "in" and desired as the weight to be, especially for those in the spotlight. However, it is how the clothes are worn that makes the person look and feel good, Critchell points out in her conclusion. "The fashion industry wants models to be healthy and not anorexic, bulimic, or chain smokers," says Critchell. The Council of Fashion Designers of America that set the guidelines is made up of a nutritionist, modeling agent, fitness trainer, as well as the President. The guidelines are as follows: models under 16 are to be kept off the runway, models under 18 can't work after midnight, models with eating disorders are to receive professional help and can only continue modeling if the professional approves, and models must be educated on the early signs of eating disorders and must have the opportunity to attend workshops that discuss the causes/effects of eating disorders and raise awareness on the effects of smoking and tobacco-related diseases. On top of this, they must be provided with healthy snacks and meals at fashion shows with no alcohol or smoking. These guidelines are to provide a healthy environment that promotes safety. Though body mass is not mentioned in the guidelines, The World Health Organization says the acceptable standard is over 18.5. The article states that models are not required to have a physical exam to work, but they must be exposed to, aware of, and understand that eating disorders are "emotional disorders with psychological, behavioral, social, and physical manifestations". A lot of this concentration on models being too thin came after a Brazilian model died at 88 pounds. It has recently become a huge issue in the fashion and modeling industry for future fashion/runway models.

I feel I have an idea of what men find attractive, so I must ask, what is attractive about looking like a skin and bones stick figure with no meat or curves?
I assume every man appreciates and every woman wants a nice round butt, hips, thighs, abs, and toned arms and legs as many dancers work to achieve. For models, strutting the catwalk requires no exercising and eating right to get in shape. Modeling is not a workout, so long thin legs on the body of 6'2 models are perfect for those long strides down the runway. A pretty and unique face comes on all body types, even the most plus-sized models. The mass media has placed so much attention on the weight of models, that it forgets about the dangers of those struggling to succeed in the glamorous world of photographers. In recent news, Kate Moss has been battling with drugs, which practically cost her a future career with her talent agency after they let her go. It didn't stop her being in commercials, ads, and in entertainment news. However, what once was a pretty face, lost its shine because of looking worn and tired do to the heavy partying and drug use that comes with being famous. What first brought Kate fame, eventually brought her destruction and threatened her job, what she considered her life. Feeling beautiful in your own skin in clothes that flatter your body type is style, what fashion is all about. It is how you wear the clothes that makes you a trendsetter. Trendsetting is not joining the crowd, but standing out and being a role model.

-Amy

Practice

Robert Blade is a great writer. Check this out.

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