Marketers spent between $2.8 and $3 million per 30 second spot on last night's superbowl (think about it -- that is about $100,000 per second of air time). As with every year, there were commercials that were universally seen as hits (the Doritos Pug and VW Darth Vader ads) while others did not seem to hit the mark (Joan Rivers as the new Go Daddy girl, Kim Kardashian for Sketchers). Some commercials created controversy (remember the Homeaway ad with the baby being squashed against the glass or the Groupon Tibet-themed ad) and others received critical acclaim (Eminem's 2 minute, $12 million Chrsyler ad promoting "imports from Detroit").
You can find ratings of the superbowl ads in many places -- especially with the use of social media -- but the most scientific rating approach was used by USA Today. For the past 20+ years, USA Today has conducted the Ad Meter. USA Today assembled 282 adult volunteers in Bakersfield, Calif., and McLean, Va., and electronically charted their second-by-second reactions to ads during the Super Bowl. Shugoll Research and Trotta Associates chose the volunteers, who used handheld meters to register how much they liked each ad (ratings could range between a low of 0 and a high of 10). A computer continuously averaged the scores. The scores shown are the highest average for each ad.
Go to the USA Today Ad Meter page (you will see a drop down menu on the top right of the Ad Meter view box -- if it is not already set to Ad Meter, make sure you do so) and look at the results from the Ad Meter -- you can also view all of the ads here as well. 2011 was the first year in Ad Meter history that there was a tie for the top spot.
Look at the 7 ads at the top and the bottom of the list. Do you think the ad meter got it right for the best and worst ads? Why or why not? Put on your hat as a marketing professional. In your opinion and regardless of the Ad Meter rating, which one commercial did the best job of effectively promoting the brand/product? Keep in mind when answering this question that you should not simply be thinking about the commercial you liked best or found most entertaining -- you need to think about the commercial as an entire marketing package. Why was this commercial the most effective? Which one commercial, in your opinion, did the worst job of promoting the brand/product? Why was it the least effective?
Post your responses to the blog no later than the beginning of class on Tuesday, February 8th
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Looking at the ad meter, I do think they got it mostly right when rating those ads that were the best and worst. The ones that were at the bottom of the list were confusing and/or were so out there that the point was not made about the product. Although most of the ads that got top 7 were only so in my opinion because of the popularity of the product itself. They were just quirky and fun but werent actually aspects associated with the products such as the Doritos commercial bringing everything back to life of the tied for first place spot of the Bud light dog hosting party. The one that was not only cute but did a pretty good job of displaying the product out of the top 7 was the Volkswagen commercial with the little boy thinking he had the force to start the car. It showed the remote his dad had which in turn let consumers know the feature of the vehicle. The new beetle commericial was great also in displaying all the jukes or whatever the bug was doing around his fellow comrades. It made me think of quickness and power that the new beetle is going to have. The Bridgestone beaver commercial was good also in letting consumers know how well the tires can hold up in certain situations. That was probably my favorite commercial because it made me want to purchase Bridgestone tires and be confident that I would get those results in similiar weather. The worst commercials by far were the godaddy ones. I just didnt get them nor think that they even told what that service was all about. They left me and I'm sure many other consumers highly confused.
ReplyDeleteWhen it comes to the rating of the ads i think that for the most part the top 7 were my favorite or most remembered ads. From the budlight ad to doritos these ads are not used in informing the consumers of a new product but instead selling the image the brand ofers. The ads are not focused on the actualy product but instead the brand name. these commercials are always funny and offer a quick laugh. I agrre witht he bottom ad ratings. i was confused on the go daddy commercials and i did not like the sketchers ad. To me they did not promote or try to inform, reinforce past behavior, change behavior, and create sales from consumers. I believe the ad for the volkswagen Passat the best ad in the superbowl. It was used to inform the consumer that the passat has a new feature and it showed how that feature worked. It was a short, funny ad that didn’t over advertise the feature instead it took a funny approach that made consumers remember the ad for not only the cute kid dressed up as darth vader but also the feature that highlighted in the ad. By adding a humorous part when showing off the main reason for the ad it makes it stay with you and refer to it as a funny ad that definitely showed what it was designed to highlight. The ad was not confusing or clutter which made the message very easy to understand. I believe it was a very good ad.
ReplyDeleteAfter looking at the seven best and seven worst commercials on the USA Today Ad Meter, I think they did an accurate job of rating the Super Bowl commercials. After watching the top rated commercials I would actually say that my favorite was the Dortios commercial with the guy tempting the dog with Doritos. This was rated number two on the list. From a marketing perspective this was best because it showed the product for almost the entire commercial. I like how he was tempting the dog, not with a bone, but with a dortio. It appealed to me right of the bat because it involved a cute dog which I’m sure appealed to many people. I also liked the element of surprise in the end because you think this big dog is going to hit the glass but he actually knocks the glass door down and turns out to be a small puppy. I overall liked this commercial the best because of the product placement and the twist at the end of the commercial.
ReplyDeleteMy least favorite commercial was the BMW Advanced Diesel commercial that was ranked number 56 on the Ad Meter. It starts off with an old car using diesel and polluting the air, but then a BMW diesel car comes out of the smog and appears to not be polluting the air. It thought that this commercial was being too dramatic about diesel polluting the air. In real life diesel cars do not cause that much air pollution as seen in the commercial. This was my least favorite because it didn’t stand out from the other car commercials. To be a Super Bowl commercial I think it should’ve had more of a “wow factor”, but it really didn’t hold my interest. Overall, I do not think it did an effective job because it showed no creativity and that is what Super Bowl commercials are known for.
I think Ad Meter did a good job. Personally, I like 6 out of first 7 commercials (Pepsi, Dorito, Careerbulider,and Bud Light). 2.8 or 3 million is a lot of money, but I think it is definitely profitable, of course, if you know how to do it. Everybody watches superbowl and will see commercials that will influence potential consumers. What I see is that 5 out of first 7 commercials are food and drink commercials (Dorito, Pepsi and Bud Light). Chips, beer, and soda are things people usually consumer during the game so no wonder why these commercials are the best ones. My vote for best commercial goes to Bud Light because it has that superbowl funny celebration tone and it is good and understandable enough to catch your attention without any extremity or vulgarity. My vote for worst commercial(even though have more than one)goes to Lipton Brisk. Well, what is the point of that commercial anyway? "Hot chicks, recording my own songs, that's why I don't do commercials."-What? I am confused and do not get it. No wonder why it is placed 50th. Skechers commercial is just a complete wack and fail. Sometimes sexual appeal is not appropriate especially if you sell shoes.
ReplyDeleteIvana Tomaic
I think the first 7 commercials on the ad meter were the better ones of the commercials shown. However I feel like they were wrong with the godaddy.com commercial. This site exploded when it was first seen during the super bowl a few years back and I thought this years commercial was one of its best. I felt the dorito commercial did the best job of marketing itself. The commercial was funny and didnt make me want to change the channel like most commercials due. As a marketer we all know that consumers hate commercials, but if we can keep their attention for a few seconds they might be interested in our product
ReplyDeleteIn addition I thought the commercial that was least effective was the brisk commercial with the rapper emeniem in it. Although he is a famous person and makes good music, I feel like he is not the best person to market to the country. He has had a past doing some not so good things and that might turn people away from buying the product.
ReplyDeleteI think that the adrater did its job, it based on viewer opinions. From a marketers stand point just having a super bowl ad was doing the job by reaching an enormouse amount of people. I think that making the ads funny and entertaining made people aware of the brands. During the super bowl people are eating and drinking, therefore commercials that are not only funny but involve alcohol and or food caught more attention. I think this year Doritos really did it big. The commercial that I like the most was not in the top 7 but it was the guy licking the guys fingers to get the dorito taste off. I thought that us was funny and kept me watching.However, I think that budlight did the best at effectively promoting their brand. As metioned before I think that the most effective commercials were the ones that dealt with food or alcohol because that was the mind set of the viewers. I think that Hyanudi did the worst I felt like their was nothing special about them, same old car commercials. I think that least effective was the commercial with emeniem in it. I think that when using a cleb to promote you must be careful. I am sure people remember seeing emeniem being in the commercial but did anyone remember what the commercial was promoting? Answer BRISK! I think they took too big of a risk.
ReplyDeleteI thought that the ad meter did a good job of rating all the ads in the Superbowl. I think that the ads that were funny and got the point across were rated higher and the ads that were confusing were rated at the bottom on the ad meter. My favorite ad was the Doritos pug ad because it was funny and it promoted the brand well. I think the worst ad i saw was the dragon coca cola ad. I did not like this ad because at first you did not know it was for coke and the dragons had nothing to do with anything. I just thought it was confusing and did not promote the brand very well. I also thought that the emeniem ad was confusing because you did not know what it was promoting because emeniem took all the attention. For the most part I liked most of the ads and only thought a few were bad.
ReplyDeleteI think that the commercials' rankings were fairly accurate, especially the lower ranked ones. For the most popular ads, I was not surprised to see Doritos and Bud light at the top of the list. Those two companies always seem to do a good job when it comes to super bowl commercials. I think they do such a good job, that the audience can usually tell its going to be one of those advertisements before the product is even introduced. However, I didn't completely agree with the "top" commercials. Honestly, I actually enjoyed 3 or 4 of the ones that didn't make the top 7 better than most of the ones that did. I particularly liked the Birdgestone, the Faith Hill Teleflora, and the Doritos "best part" ones. They were memorable, funny and effective. One that I thought received a well-deserved, low ranking was the Brisk commercial with the animated Eminem. It was just kind of silly, and not in a funny, super bowl ad way. The only thing I think people remember about this ad was that Eminem was a cartoon character in it.
ReplyDeleteI think the Pepsi Max first date thoughts was the best commercial. It was very funny and it related to both men and women. I distinctly knew the product being advertised and will continue to remember it. I did not like the ad for Skechers with Kim Kardashian. She is a clown and putting her in an ad as expensive as this makes me lose alot of respect for Skechers. I think the applause meter got it right for the most part, with the exception of the Eminem commercial, with I think is alot better than the rating it was given
ReplyDeleteI believe that the Ad meter did a good job by ranking the commercials. In my opinion the Volkswagen did the best job of promoting there product. It was a simple, yet really funny commercial. Now this little kid thinks he has the power to start his parents car. I felt kike that Doritos commercial with the two roommates and his dead grandpa did the worst job of promoting their ad. I can remember watching it last night and saying to my friends what was that one about. After I watched the commerical over on here all I could see was that he was eating Doritos, but he was suppose to be keeping the place clean and his roommates fish fed while he was gone. My favorite commercial was definitley the bud light commercial with the dogs. My least favortie commercial was the pepsi max first date thoughts.
ReplyDeleteThe Ad meter did a fair job of rating each superbowl comercial respectively. However my personal opinions would lead me to have ranked them differently. From a marketing view, the best sponsor that I would have chose even though the Ad Meter barely acknowledged the one ad was bud light's product placement. The reason I chose this one ad is simply for the amount of time their one product was on air. Instead of only showing up at the end or just throwing in a two second picture, there was constant exposure throughout. The ad also showed a hundred different ways to promote bud light in such a short time frame while maintaining the comical feel. On the other side of the spectrum I would choose the bottom ranked Hyundai ads. Surprisingly, the bottom two share the same sponsor and are both equally bad. Nothing in the comercial makes you want to talk about it yet ever whatch it again. It might have been the company's cheesey attempt to brain wash the public into buying their car as noted from the psychadelic and trance style of comercial. There was no real point or feel to either of the comercials.
ReplyDeleteI think that the ad meter was accurate for the most part, but I did not agree with every rating. In my opinion, the commercial that I found most effective is the Careerbuilder commercial. I thought this commercial was humorous and I liked the fact that it portrayed a daily real life situation. I have had many personal experiences with people who park too close to my car in the parking lot making it hard to open the door without hitting the car next to me. I liked how it had the chimps getting out of the car because it shows the chimps in business atire like they are getting ready to go to work (in this case, the same place of employment as the guy in the video.) I thought the message that the commercial was trying to get across was clear and concise. It was demonstrating how being "stuck at a bad job and a hard place" should encourage the viewer to go on Careerbulder.com and make a brighter future for themselves. I am not surprised that this commerical got a high rating. The commercial that I found least effective is the Godaddy.com commercial. After vieiwing this commerical I was very confused from beginning to end about what this website is exactly about or relevant to. I missed the entire point of this adverstisement. I didn't think the commercial had any sort of flow either. For example, it jumped from a makeup stand,to a photo shoot to a runway fashion setting. This was very uneffective to me because this is not a memorable commerical and I would not consider researching this product to find out more information about it in the future. I am not surprised at all that this commercial got #59.
ReplyDeleteThe ratings the ad meter gave out to the various commercials i found agreeable. Most seemed very acurate to the contents. If i were to pick out a particular commercial i thought left a standing impression it would have to be the doritos commercial that took place in the office. One scene included a guy just finishing a bag of chips and the other scene had a guy wiping the remants of the chip crums on his pants. I selected this commercial because it was very funny and sparked a craving for dorito chips. On the other hand, one commercial that i was not impressed by was the go daddy commercial. It really held no relevance. It didnt have a clear message and left me with no interest to investagate.
ReplyDeleteI think the ad meter did a pretty accurate job of rating the commercials both in the top 7 and the last 7. The Doritos commercials had the strongest impact for me and really stuck out in my mind as funny and was really easy to recognize the brand. The least effective super bowl commercial in my opinion was the Hyundai commercial that ranked dead last. Not only is it boring but the way they flash words up on the screen makes it seem cheap and not very creative. Overall the ads this year were pretty effective in my mind with the top three being Doritos, Bud Light, followed by Pepsi.
ReplyDeleteAfter reviewing the USA Today Ad Meter, I think they did an accurate job at rating the commercials. The top seven ads were funny and they also did not leave people that were watching the commercials trying to figure out who was the ad for. The bottom seven on the other hand did not leave the same impression. These seven were dull and boring. I thought Chrysler did a wonderful job with their commercial with Eminem. They spent the most money for their ad, and I thought it gave good background on the company. Chrysler putting a celebrity figure like Eminem in the commercial I believe completed the package. The commercial I thought was the worst was the Groupon with Timothy Hutton. I feel like this was a controversial. This commercial to me did not explain what Groupon really is, and that should be a high priority in an ad.
ReplyDeleteThe Super Bowl ads this year seemed to slack on creativity compared to previous years. I agree and disagree with the Ad Meter for who deserved the top and bottom of the list. The tied number one spot did deserve the tie for first. Both ads were comical (usually a must for a Super Bowl commercial in order to grab an audience and have more Word-of-mouth). Both ads had constant product placement and you were able to establish what the product was right from the beginning. They were both simple enough for any audience member to enjoy. Bud Light did an excellent job using their normal theme from their other commercials, "sure sign of a good time".
ReplyDeleteThe Volkswagen "Darth Vader" commercial should have not been at the number three spot. Although it's cute and funny, they barely show the product, so after the next commercial you have already forgotten which car company that was.
One commercial that deserved a spot much higher up is the NFL Super Bowl XLV clips of "NFL fans". They did an excellent job of promoting, not only the NFL, but many different teams. You know it's a commercial for the NFL right in the beginning. They do a fantastic job of editing all those different television shows with different team logos and merchandise. The NFL did a great job capturing many different age ranges for this commercial as well; using different hit shows from different generations.
All the commercials in last place did not shock me much. The two Hyundai commercials, while creative and go a different approach were not funny, exciting, attention grabbing. Having said that, it can be difficult for car companies, especially lower end companies, to make a commercial for a big spot like the Super Bowl, that isn't funny, to stick in the consumers mind.
Go Daddy is known for their racy commercials and using sex and comedy in their Super Bowl spots. I assume they are at the bottom of the list because they didn't push the boundaries of sex appeal like they normally do each year.
Adrien Brody's Stella Artois commercial is only this low in the list because of the length of the commercial. You get bored with it after a while and want it to end. If they made this commercial a 30 second spot and not a minute, it would probably be a little bit higher in the rankings.
The worst Super Bowl commercial of the year would be a tie between The Stella Artois commercial and the Hyundai "good enough" commercial. The Stella Artois commercial is simply too long and doesn't show much of the product in that one minute commercial. This also shows a good point that just because you have a celebrity in the commercial doesn't mean it’s going to be a good one.
The Hyundai also doesn't show much of the product until the end and can leave you forgetting who made the commercial seconds later. It also didn't seem to have the production value you would associate with a Super Bowl Ad. It leaves me thinking that they spent all the money to secure the spot and not much at all on the commercial itself.
I agree with the ad meters with their top seven choices. Not only were these commercials funny to watch, but all of these advertisements did have a lot of exposure for the products being advertised. Especially within the Pepsi ads, you would always see the logo or actual product in every shot and scene change throughout the advertisement. The only ad in the top seven that did not have an adequate amount of exposure for the product was the VW Darth Vader ad.
ReplyDeleteAs for the bottom advertisements, I agree with the ratings as well. Many of these ads were confusing and didnt really portray and solid advertising for the product. Often at the end of these commercials I was wondering what product or service the commercial was actually about. The only commercial in the bottom seven that couldve rated better for me is the last Hyundai commercial about Hyundai being "good enough." The reason why I say this is becuase I was wathcing the game in a very loud environment, like many other people, and this was the only commercial in the entire game that you could just read instead of watch and listen to.
Ricky Pruett The three commcials that stood out against the pack were VW:The Force, The Bettle, and Capital One Car Village Pilagers. The messages that each commercial conveyed was on target and concise. Eminem with Chrysller hit thier mark and Capital one Village Pillagers seem to reached their intended goal. Both were equally funny.
ReplyDeleteFor the most part, yes I think the ad meter got it right as for the rankings on which ads were best and worst. The one commerical that did the best job promoting its product would have to be the Bridgestone ad with the beaver. Not only did the ad have cute and funny humor but it actually showed the tires on the car in action- swirving and stoping at a complete hault. I think this ad was most effective because it really made the tires stand out, they did a great job of showing that it wasn't just the beaver that saved the man, it was the tires as well. The one commerical that did the worst job on promoting their product were the Godaddy.com commmericals. In my opinion, I don't understand what hot young women have to go with this website? I definetly thought they were entertaining but even when I was with my group of friends watching on Sunday, we were unfamiliar with what godaddy.com was. And obiously the commerical didn't help to explain that to us.
ReplyDeleteI thought that the ad meter did a very good job of rating the top commercials from this Superbowl Sunday. My favorite commercial of them all was the Dorito's commercial with the pug dog running for the door; it is no coincidence to me that the top two commercials of the year both featured a dog doing some sort of funny act. People like the funny commercials and it always seems like they are the first commercials everyone remembers. The commercials at the bottom of the list such as the GoDaddy.com commercial were all unoriginal and had no humor for the viewers to remember.
ReplyDeleteI believe that the thing that separated the top two commercials from the other ads that ran during then game were the ads' appeal to the general population. The commom theme in the ads was the use of dogs for comedic effect - Bud Light personifying dogs as waiters at a party, and Doritos making a small pug run through a wall to get to some Doritos. This strategy makes it very simple to create an ad that appeals to the sense of humor of just about everybody. I do believe that the Doritos commercial was a better use of the Brand image than the Bud Light effort. The Bud Light commercial more or less was simply living out a fantasy of dogs that could walk around, where the Doritos commercial truly made me want to buy some Doritos. The ad used the Doritos brand perfectly to create demand for the product.
ReplyDeleteAlso, the lower-rated commercials were also there for a reason; the Go-Daddy commercials were once again a racy 30 seconds of Danica Patrick strutting around practically naked telling consumers to "GO TO GO DADDY TO SEE MORE! XXX!" This commercial definitely appealed to the men in the audience, however some of the more two dimensionals received the lowest ratings of the evening.
I think for the most part the ad meter was correct on the best and worst ads that played in the super bowl. I feel that I best remembered the ads that were mentioned. My favorite commercial was the Kia commercial which I did not see listed. I feel that this might have not been listed because it might have been viewed as controversial because their were aliens and they also traveled through egypt. The ad that I believe did the best for promoting their products would have to be the winning commercial. Everyone loves animals especially when they are moving like humans. The product was placed well in the ad as well. The commercial I think that was the least effective in promoting their product was the Schick commercial. It was a very short commercial which could have been part of the problem, but what bothered me the most was the fact that you could barely understand the scientist in the very beginning. I did figure out it was Schick only because of the razor picture - model. Also, I do no know why they chose the girl to be working out on a treadmill? I know you should shave before you work out but I feel that they could have better exemplified the concept in a better way.
ReplyDeleteI think that the ad meter did a good job on seperating the top and bottom 7 commercials. After looking at the ads, it is easy to seperate the good from the bad. Since these were aired for the Super Bowl, I think it is important to target a specicfic group. So based on this, it seems th ad meter picked the ones that would appeal to this market segment. Personally, I think Doritos had the best ads this year. They were funny and creative. I think it is good that they showed the product at the beginning of the ad so consumers had it in mind when they go to the peak of the commercial. I think the worst ads were by hyundia. They had nothing to distinguish them, and I think they were not at all targeting those watching the Super Bowl.
ReplyDeleteI think the ad meter did fairly well in determining the top ads however, I personally didn't find myself remembering and talking about the two ads that were voted the top (Doritos pug and Budlight Dogs). I think that the ad that most effectively promoted their product was the Coca Cola ad with the border lines. After watching that commercial I found myself craving an ice drenched Coke. I think what made it successful is the way they presented the coke in the hot desert and then also mixed clever humor in there to make it a memorable ad. As for the worst I would have to say that the BMW Diesel commercial: the ad seemed better fit for a Prius. It says "Clean, Quiet, Powerful" and yet half the audio in the commercial is a healthy rev of the car's engine which brings to mind a less eco-friendly car option.
ReplyDeleteI felt like the Ad Meter was relatively accurate when rating ads. The ones at the top were not only easier on the eyes, but were generally more effective at selling their products.
ReplyDeleteThe best ad was probably the Doritos dog commercial, and I am not just saying that because I liked it. It's simple and easy to understand (and remember) what product they were trying to sell. The worst commercial was probably the HomeAway commercial. I had trouble understanding what they were even trying to provide/sell.
I think that the rankings according to USA Today were very accurate. There were a couple others that made an impression on me but didn't receive that much credit as I thought they should such as the Bridgestone Reply all and Faith Hill Telaflora ads. Naturally the Doritos and Bud Light commercials were funny and to the point but I would have to say the best one was VW Darth Vader, it compared the car to being superior to other items and the specific unique feature that this car is going to have when it is released in the near future. The worst commercials I thought were the godaddy ones, I didn't know what it was before or after the commercial, so I think that was poor advertising. Other ones I think belonged in the last 7 spots was definitely the Hyundai ones. Since you are paying so much money for a super bowl ad, I think it is a given that they have to be more a little more creative and appeal to the audience a little bit more than Hyundai ones seemed to do. I feel like those were commercials I see on every day television and don't think much of because there was nothing out of the ordinary that they had to offer.
ReplyDeleteI believe that the ad meter was most accurate due to the fact that most of the ad's that i enjoyed the most were int he top of the chart. For most of the successful ad's, i thought that they grasped the attention from us by presenting comic relief while still portraying the company's name and logo where we could still remember who it was by such as ones by Pepsi and Doritos. One ad that i thought should of been at the top was the Audi commercial with Kenny G just due to the fact that the plot was unique and that the ending fact that showed Audi was above others. The one company that i thought that was the worst and so did many others was Hyundai.
ReplyDeleteI think the ad meter got the majority of the 7 ads correct. I personally thought the CareerBuilder ad was the least favorite out of the 7 ads. I liked the Pepsi ad a lot better then the CareerBuilder ad, I felt like the Pepsi ad got the point across a lot better then the CareerBuilder ad. In my opinion I had two favorite ads. My two favorite ads were the Bud Light dog ad and the Doritos bring grandpa back ad. Both ads made me want their product and both ads kept me interested the entire commercial. I thought it was very funny how the dogs were being used as butlers for the Bud Light party and I thought it was hilarious when the guy killed the plant and the fish and he sprinkled Doritos and they both came back to life. When he finished cleaning the house and knocked the grandpas ashes of the counter and sprinkled Doritos on it the grandpa turned back to life, which was hilarious. I would have to say in a marketer’s opinion that these two commercials were the best because they made me want the product, they were short and entertaining and they kept me interested throughout the entire ad, therefore it was a great commercial. The worst ad I would have to say would be the CareerBuilder ad. I did not like the commercial and it did not keep me interested throughout the commercial. I did not think it was to funny how monkeys blocked in the man and he could not get out of his car for a meeting. I did not think it was enjoyable. All in all, I thought the Bud Light and the Doritos ad were great ads because they got the point across and were very entertaining.
ReplyDeleteBryan Waggoner
I think the Ad meter got it right because the commercials that were most memorable and entertaining were at the top. From a professional marketers point of view they would have probably picked the Budlight ad as the best. They would have thought this because within 4 seconds of the commercial the logo for the product was everywhere in the screen making the consumer remember the commercial and what brand it represents. I believe that the hyundai commercials were the worst it took forever for them to say who the ad was for and on top of it, it was just confusing and weird. They should have had their logo everywhere in that commercial.
ReplyDeleteThe ad meter rankings were mostly on point with the top "funny" ads shown, but i think some of the commercials at the very bottom of the list were made out to be worse than they really were just because they were not as comical.. For example the BMW diesel commercial ranked 56th, as well as the mini cooper commercial ranked 58th showed have at least been in the top 25. Even though these commercials might not been the most funny, they got the point they wanted across to the viewer much better than some of the more funny commercials did. Just because some of these commercials are hilarious to the viewer doesn't mean their ad does better than the others that are not as funny.
ReplyDeleteThe career builder ad with the Chimps in my opinion was the best. Not only was the commercial very comical it also made a lot of sense unlike most of the other commercials who were more considered about how funny their ad was instead of the most important part which is getting the right idea they want to the viewer.
The worst in my opinion was the Stella Artois ad. It was just so boring and slow. Didn't understand it at all.
I feel that the ad meter was effective in rating the top 7 and worst 7 ads. Although an argument can be made that some commercials that were not in the top 7 or worst 7 could belong in either or. I would say the Doritos commercial that was ranked 14 could replace the one that is ranked 4. The commercial that i found to be the most effective was the number one rated commercial, the Bud Light dog sitter commercial. This commercial used humor as well as showed the reason that most people get bud light which is to have a good time with a good tasting beer. This commercial seemed to appeal great to the target market which i would say would be males 21 and up who like to have a good time. The commercial i thought did the worst in effectively promoting the product was the Stella Artois commercial. I thought this commercial was slow and dragged on too much while at the same time did not show any attributes such as taste of the beer.
ReplyDeleteChristina Danciu...
ReplyDeleteEntertainment wise, I would definitely agree with the Ad meter. With my personal favorite, and what I think it the best commercial, being the volkswagen one with the young darth vater. I think the commercial appealed to Volkswagens target market which has always been family oriented and introduced their improvements in technology in the new Passat. A close second for me, in an entertaining and marketing aspect, would be the Pepsi Max first date thoughts. It was funny, which would catch the eye of the consumer and I think brings a factor of masculinity to a zero calorie beverage when they have a very stereotypical man's man craving the soda.
With that being said, from a marketing point of view, I think that the Ad meter is a bit out of order. The BMW ad at the end really exemplified what people are all over now, the go green era. It showed that there cars are continuing to be the best what they do. BMW made it clear that their car wasn't only fast, powerful, visually attractive, and luxurious but that it was environmentally safe.
I thought that the worst commercial was the one for Stella Artois. Simply because i found it very dull and confusing. You have to watch the man sing for almost an entire minute before the beer is even shown in the commercial and when it finally is it seems very anti-climatic. I feel that before the product was revealed people would have left the room for food refills, bathroom breaks, the puppy-bowl etc.
USA Today’s Ad Meter did an alright job on the placement of best and worst ads. For the top seven ads there were definitely a few I liked and did not like. The Volkswagen commercial featuring the little boy dressed up as Darth Vader was definitely one of my favorites. It not only appealed to viewers because of the cutesy humor of the little boy’s actions but showed consumers one of the product’s features. Although viewers were not made aware of the brand until the end of the commercial it was creative enough to bring people in. Another commercial that reeled viewers in but were not able to discover what the product was until the end was Pepsi Max’s commercial with the wife and husband. It was not only comical but it had a good theme that went well with the purpose of the product, being the wife saying no to fattening food but saying yes to a healthy yet tasty beverage of Pepsi Max. The Doritos commercials were pretty good as well and very memorable. They stuck to what the product was used for and that is its taste, even though they showed this in very out of the box ways like tempting the dog and being licked off of things. A few that I did not like that was listed towards the bottom were the Go Daddy.com and the Hyundai commercials. The GoDaddy.com commercials tried to get the attention of viewers through celebrities and sex appeal but it seemed like too much of a flop to me and did not seem to give a real purpose or explanation of the service being provided. The Hyundai commercials with the psychedelic trance and such were just confusing and took away from what they should have been promoting. People want cars to be promoted in a way that makes them seem luxurious, comfortable, or shows some kind of unique feature and they did not achieve that.
ReplyDeleteIf I had to choose one commercial that seemed most effective to me that was the best it would be probably a tie between the Volkswagen (Darth Vader) one and the Pepsi Max. They showed the brand (even though it was not until the end), gave a simple explanation of what the purpose of the product was for, and did so in an appealing comedic way. For the least effective ad that was the worst would have to be the GoDaddy.com commercials for the lack of explanation of the service that they provide and for making the product come off undesirable.
David Roth Said
ReplyDeleteI believe the ad meter was very accurate in ranking the commercials for the superbowl. I believe the top seven ads had the most creative and portrayed an image that the consumer will remember the product for. These ads did a great job of creating product awareness and nominal decesion making for the customer. I believe that Doritos did the most effective chop in marketing their product. The commercial where they had the grandfather come back to life created what I believe was the most rememerable and effective commercial of the superbowl. Doritos was able to show that their product was superior to competitors with an effective marketing strategy. Another reason why I believe that this Doritos commercial should earn the top spot was how quickly and effectively they were able to get their message across. It didnt take long for them to show what their product could do and why it is better than the competition.
I do believe the ad mete was right no when rating the best ad to the worst ad. The ads that were ranked on the bottom didnt convey their message effectively they were confusing and hard to understand. It is important that companies do research to determine if the cosumers will understand the messge that they are trying to get across. I felt that the commercial for the doritos and the Bud light both did the best job getting arcoss there message in a was that was both appealing and related to the product being sold. Also both commercials were entertaining and eye catching.
ReplyDeleteI believe the ad meter did a fairly accurate job. Most of the commercials I saw as lack-luster were towards the bottom and my favorites were at the top. The best commercial I believe was the NFL commercial featuring television shows from the past 5 decades. The target audience is obviously viewing this commercial because it is played during the biggest NFL event of the year and also it hits every generation. The generations who enjoyed Happy Days and the Brady Bunch, the Cheers fans, lovers of Golden Girls, Friends, Full House, even to younger generations with Elmo and cartoons like the Simpsons. Not only do these shows encompass generations but also different types of people bringing all of them together to tell them that they are the BEST.FANS.EVER. ... I believe the groupon.com was the least effective and worst commercial. It pokes fun at a real cause and uses
ReplyDeleteTibet's struggle as a punch line. I believe that there will be a backlash against groupon for this and could actually push people away, especially potential Tibetan customers and viewers of other suffering nations. They took a big risk with this one and I believe it failed. Also by using Timothy Hutton as a spokesperson when most people have no idea who he is, was a failure
I think the Ad Meter gauged the top and bottom commercials fairly well. The top rated commercials were generally the most memorable as far as brand recognition is concerned. The bottom of the list was also in line with how I felt about them. In general the commercials on the bottom of the list were confusing and/or pointless. What I found to be the most effective commercial was the coca-cola border guard commercial. As Coke is a brand that has near universal awareness levels, the message was that of it being something that can bring people together. The simple message was all coke needed to have an effective commercial. Most of the top rated ones however, relied solely on humor and did not deliver much of any brand message.
ReplyDeleteI believe that the ad meter was mainly correct, the top commercials were funny, but the product was in view for most of the commercial. So even if it was funny or cute, I didn’t forget that it is about that product. The Vader one could have been a little lower on the totem pole but it was still up there. The reason the top ones got the top were that they were popular so people would look them up or say that Doritos commercial was funny. The lower ones were mainly stupid. The Hyundai were the worst because there was so much going on and whatever they were talking about was not on my mind. The go daddy commercial had what they were pitching all over the place, so there was no way you didn’t know what it was, but it was jumpy and didn’t really interest me. I was bored and would have probably stopped watching if I didn’t actually have to look at these. In my opinion the Stella Artois commercial was the worst one, because when the product would pop up it was so small it was hard to read. I saw this commercial during the game and I didn’t even know what it was trying to show until this website. There is a random guy singing, while a bunch of women are crying to whatever he is singing, why is he making people cry, and I don’t know if he is singing about the drink or something else. It’s stupid. The best one, in my opinion is the Doritos and Bud light commercials. Even though I think they got a higher rating because they were funny. Even when they were doing jokes; the product was always in view. Since they were funny, when I want to say which one I describe the commercial a little bit and everyone knows what I’m talking about. It might not be of the product but talking about it, might possible make someone want bud light or Doritos. The message might be all humor but the products are there and makes the consumer think about them.
ReplyDeleteThis year was the worst group of advertisements yet. I agree with the ad meter though. All of the top seven were done effectively. However, I would switch a few of the top picks with other ads done by the same companies, for example, Bud light and Doritos. Every ad had their product shown through out the commercial, with the exception of the Career Builders ad. Which was my least favorite out of the top seven. The entire top seven kept me entertained as well as wanting the product. My choice for Bud light advertisements would have to go to the product placement one. It was both funny and displayed the product through the entire 30 second spot. Bud Light, Doritos and Pepsi all did an excellent job of this. Most commercials did not display their product until the last few seconds. Hyundai did awful. Their commercials were just not enjoyable. The worst commercials have to go to the majority of the car company ads, although Volkswagen and Audi did great. I expected a lot better from Coke as well and the movie trailers were not good either. Commercials that did not get a well deserved ranking in my opinion were E*TRADE, CarMax and Teleflora.
ReplyDeleteI think the ad meter did an alright overall job in determining which ads were the best in this year's Super Bowl, although I was confused about the tie for first place because I did not agree the Bud Light commercial was up to the Doritos commercial's standard. In my opinion and taking into account a marketing perspective I definitely think the best advertisement during the Super Bowl was the Doritos ad with the pug running. Consumers were able to clearly see that the chips taste so good that anyone would do anything to get a taste of them while being amused by the cute little dog. Meanwhile, I think the HomeAway advertisement was the worst. All I could think about was how they were so similar to Priceline commercials but I couldn't understand exactly what the product was that they were trying to sell. Again, although I do not agree exactly with all of the placements on the ad meter, I do agree with the overall consensus of it.
ReplyDeleteI think the ad meter did an overall accurate job. The bottom seven were definitely easily forgettable and not entertaining. The top seven, while easy to remember who their ad was for, were not the most entertaining commercials. The commercial that did the best job advertising their product in my opinion was the groupon commercial about tibet. It started out looking like a PSA announcement and I must say I was annoyed that I was watching the commercial instead of using the bathroom, but then the comedy hit and I liked it. It was not only a funny commercial, but it did a good job at making their product memerable. Before the game I had never heard of them, but now I do not think I will be forgetting them anytime soon. The worst marketing by a company was the bridgestone commercial where the employee hit the reply all button. I found the commercial very funny, but I could not remember who the ad was for until I watched it again. In my opinion that means they failed.
ReplyDeleteOverall I think the ad meter was fairly accurate. The Doritos ad made me laugh and I thought the ad did a good job of making you remember that it was
ReplyDeleteDoritos. The ad not only showed the actual product but had the bag as well. I feel like the bud light ad with the dogs in it was a bit over rated. I guess that is because I did not find it as humorous as some other people may have. Another ad I found over rated was the Bridgestone Tire advertisement called reply all. I did not know what the ad was even about until the very end and felt they could of done a better job with the money they spent. Overall most of the ads in the super bowl that were successful had humor in them.
In my opinion the ad meter did an effective job on selecting the most memorable top 7 ads and the most controversial ads as the bottom 7. However, I personally think that Skecher's had the most effective commercial with Kim Kardashian. It was aired during an intense point in the game and they used a popular celebrity as well as sex appeal making consumers believe if they buy the product they could potentially look like Kim Kardashian. In my mind, Chrysler had the worst ad using Eminem, a washed out celebrity. Also their slogan "Imported from Detroit" did not make the product appealing to me and they dragged the commercial on way to long not getting their brand out soon enough.
ReplyDeleteI believe the ratings were on the money, so to speak. I agree with everybody else's responses on how the top ads were promoting more of their brand image versus showing or telling you the benefits of their product. I think as far as the Top 7 Career Builder was one that emphasized that you should use their product to allocate a better job. Using the "stuck between a bad job and a hard place" quote was a good way to help consumers know what you're talking about and using the emotional appeal. By emotional appeal I mean someone with a bad job will pay attention to something like this. The worst ad was definitely the Go Daddy one. I was unaware how dumb their ads were until now. It was a pointless commercial that evoked nothing but tired sex appeal.
ReplyDeleteAfter going back through the USA Today Ad Meter, I felt that they put together a decent ranking system in place. I thought the top 7 were all good marketing strategies although I would have put the Pepsi "First date thoughts" ranked first and the Doritos "Pup" seventh. The bottom seven was OK besides the exception of the mini cooper ad. I thought they did an effective job showing consumers its a very compact car, but offers more room than you might think. I think they should have put half the film trailers in the bottom seven as well. I thought the most effective ad was the bud light commercial about product placement. Not only does that deal directly with marketing, but it literally didn't have a shot without Bud Light in it. I thought Stella Artois did the least effective job promoting their brand with Adrien Brody and all the women crying.
ReplyDeleteAs far as everyday consumers rating the ads, I was not surprised at which ads rated at top and which were lower on the ad meter. I feel the Volkswagen commercial did a good job of promoting their brand and ranking as one the top 7 by consumers did a good job, they used comedy to show what special features the new Passat will have, the remote engine start, this commercial was targeted toward a family who is looking for a new vehicle. Also a few of the other car brands tried to use comedy with rational appeal even though in my opinion these ads were not very funny, for example the Hyundai commercials, which seemed like everyday commercials but they did get the point across that their vehicles were economical. The BMW stressed its new diesel engine, this ad scored low on the ad meter but I felt it was a good ad. The commercial that was least effective in promoting their brand in my opinion was Best buy, I found this ad funny but as a consumer it seemed like they were focused on the new phone technology, and when thinking back to the ad I just remember “What’s a Bieber” and didn’t even realize what the ad was for when the company was trying to promote their “buy back” program.
ReplyDeleteI personally think the most effective ad was the Eminem Chrysler commercial because of its mystique and its background beat. This probably caught a lot of people's eye because the colors were appealing and the 8 Mile beat is extremely popular. This was a great idea bc right now Eminem is on top of the music game. I think the least effective ad was the Doritos. I feel like they aren't anything new and aren't even funny to begin with. I think they just put out a bunch of ads during the superbowl just so people keep seeing Doritos, rather than trying to entertain people. Another extremely effective ad was the Darth Vader VW ad. This did a good job getting peoples attention bc of the Star Wars music, similar to the effect Chrysler used. American loves cute commercials and this one is right on that page.
ReplyDeleteI agree with the Ad Meter. I think they got the ads right because these commercials are targeting to a specific audience and they are on point with which ones are the best and which are the worst. My favorite ad was the etrade because i love those talking baby's they always make me laugh. The Doritos ad was memorable i thought it caught my attention and was funny. I think that the ads that showed their product throughout the whole commercial were memorable because you knew what they were advertising and you did not forget a minute after the commercial what they were trying to sell. I thought one of the worst ads was the sketchers one. It did not capture my attention I thought it was boring.
ReplyDeleteI believe that the meter did a good job on rating the ads. The advertisements at the top of the list kept my attention and made a lasting impression. The commercial that I believe did the best job of marketing themselves was the carrier builder commercial with the chimpanzees. The commercial kept my attention and had everyone talking about it even after it was done. With the current economy I believe the commercial was aired at a very appropriate time and will have a great response for the company. The GoDaddy.com commercial with Danica Patrick and Jilian Michaels did the worst job in my opinion. I have seen GoDaddy commercials before and I am still unclear as to what the company does. It was a minute long commercial and did not help me understand the company at all.
ReplyDeleteIn my opinion I think that the ad meter was accurate in its ranking of the Super Bowl commercials. I agree that most of the ads in top 7 should be there with exclusion of the careerbuilder.com ad. I think the ad was very funny and did a good job of catching viewers attention, however I think the overall the commercial wasn't very effective in marketing for the brand. The commercial I think did the best job of marketing was the Doritos commercial with the house sitter. The commercial appeals to people's sense of humor and does a great job of showing the logo within he first few seconds and then continuing to show the logo every few seconds after the initial showing. I also think that the ad meter was very true in its rankings of the worst 7 commercials as well. I thought that the worst commercials were the GoDaddy.com and both the Hyundai commercials. They did a poor job of keeping viewers interested and were very unclear as to what they were advertising. The commercial that was the absolute worst was the brisk commercial. Even though it used a famous personality it was still poorly put together and dumb.
ReplyDeleteAfter looking at all the ad's on the USA Today website, I thought the ad meter was pretty accurate on all levels. The commercial I found most appealing just so happened to be the ad that was tied for first place, the Bud Light ad featuring the dog sitting party. This commercial not only portrayed the product well, but added humor while grabbing the audiences attention with the dogs. I was personally intrigued by the commercial because I not only consume Bud Light when I want to drink beer, but I own a bloodhound and wanted to see the bloodhounds role in the ad. The dog may have enticed me to watch the commercial, but the light humor and use of the product during the commercial made it memorable and worth watching. Product placement was also very important in this commercial, I don't remember a shot after the seven second mark that didn't have a bottle of Bud Light, or a case of Bud Light in it. The excellent product placement during the ad made it impossible to look past what the commercial was really about.
ReplyDeleteIn my opinion the worst ad was the Coca-Cola that featured the graphic designs with the two kinds of monsters that were fighting in what looked to be a war scene. The ad was confusing and the characters had nothing to do with the product. The product was shown small and not highlighted during the ad. But most of all, the tag line at the end of the commercial didn't go along with or compliment the ad at all.
I think that the add meter got the best and worst adds right for the super bowl. They chose the ones that were the most effective as in attention getting commercials. I think that the most effect commercial for the super bowl was the Sketchers commercial with Kim Kardashian. I think that because when that commercial came on, even being a girl, it got my attention and I remembered the brand she was promoting and the point of the commercial. I also know that it was clearly really effective for the male audience as well considering I was watching the commercial with a bunch of males and they all stopped talking and paid very close attention to the commercial. Sex sells these days and that was clearly the point of the commercial. I think that the commercial that did the worst in promoting their product was the coca-cola add. I think this was the least effective because it did not make any sense to me and I thought that it had nothing to do with the coca-cola brand and it wasn’t amusing or appealing to me at all. In the Sketchers commercial, Kim Kardashian made me want to go out and purchase a pair of Sketchers tennis shoes but the coca-cola commercial did not make me want to go buy a coke.
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