Largest Audience, Most Watched U.S. Telecast Will Be A Super Bowl Game. It Will Be Either 2012 or 2013.

The Super Bowl's attraction is simple: It's about the game and it's about the commercials and spots. It's also about getting together with friends, eating and partying.

As a Marketing and Advertising senior lecturer at USC, CSUN, Pepperdine and other schools since 1975, I use a few on the spots to illustrate AIDA (Attention, Interest, Desire and Action); creativity; objectives, strategies, tactics in marketing and advertising; ratings and share; media planning; plus "It's only creative, if it sells."  Here are a few interesting points:

1. Last year's Super Bowl XLVI was the most-watched U.S. telecast of all time, according to Nielsen.
2. A 30-second ad during the first Super Bowl, which was called the NFL-AFL Championship Game was sold for $38,750 and in today's dollars, $266K.
3. On average this year's Super Bowl XLVII spots cost $3,800,00 each, which did not include actors, production,sets, just the time on CBS.
4. Count the number of promotional spots for the network and its shows. The amount of clutter is more than you realize.

Two of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing are “Price,” and "Promotion."  

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

"Sports Illustrated" Magazine Has the Pets.com Super Bowl Spot of 2000 As One of the Greatest. Really.

Here's more information on Super Bowl spots or commercials for Super Bowl XLVII:

In the February 4, 2013 issue of Sports Illustrated magazine there's a story by Mark Bechtel. He may not have much of a business background. He has the pets.com spot of 2000 as one of the greatest. Really. That makes zero marketing and business sense to me who has worked for clients and advertising agencies and taught at USC, CSUN, Pepperdine and LMU in marketing, global studies and advertising since 1971.

There is an old adage in advertising: “It is only creative if it sells.”  Let’s review the stats on pets.com.

Pets.com  spent $55.3 million in advertising, mostly on TV and generated only  $5.8 million in total sales.  Yes, $5.8 million. Total.

Pets.com had cost of goods of $13.4 million, more than two times their actual sales of $5.8 million.

One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Promotion." The communication element includes personal and non-personal communication activities.  Activities that communicate the merits of the overall product, which include the tools of:  Personal Selling/Sales Force;  Advertising; Sales Promotion; Collateral Materials; Direct Marketing; Interactive/Internet/Web/Digital Media/Social Media; Events and Experiences; Public Relations.

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

J.C. Penny's Eroding Profits. It's About Sales (Or Lack Of), Promotion, Pricing and Revenue.

It reported again that J.C. Penney is changing its pricing strategies. Actually it is changing its "Promotion" too,  with its announcement of 100 sales. Up from zero and their every-day low pricing model. Down from 500 sales in '11.

Wall Street is reacting to lack of customer traffic which means less potential shoppers which are shopping fewer times and lower overall sales. To Marketing and Wall Street that means less revenue and dropping revenue.

JCP will no longer offer its ELP (everyday-low-price) model, which had been blamed for eroding profits. They will run 100 sales and holiday events throughout the year, which is about 500 fewer promotions than the retail chain ran in 2011. Some investors are not happy. They are selling the stock short.


One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Price:”

Price/Pricing: All aspects regarding pricing. The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.  Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition.

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

Light, Bright and Polite: Your Actions on Social Media May Be Holding You Back From Landing a Job

Last month, I endorsed a new book Light, Bright & Polite: How Businesses and Professionals Can Safely and Effectively Navigate Social Media by Josh Ochs. You will find me as part of "People Talking" and page two.

If you've met Josh, you'd consider him a friend. Great first impression. He's charming and extremely likable. Plus knowledgeable

He starts the book by answering three helpful, instructional concepts about you and social media. When writing, responding and sharing something, always keep it "Light, Bright and Polite:"

1. Light: Make the message short. People are busy. Grab their attention. Do not lose it. 
2. Bright: Make it helpful to the readers and that they want to pass it on to others. 
3. The third item from the title is Polite: That you are proud, have reflected on the "message" (photo or message) before sending or forwarding them and that if thousands of people see the "message,"  it reflects well on you and if your boss or parents see it it would be appropriate and they would be proud of you. 

I talked about the book and mentioned it last night in the Business Communications class at Pepperdine. I have assembled for more than thirty years senior Marketing and Advertising people, with recruiters and HR professionals to help students in class. Usually our "Better interviewing and job looking skills" class or seminars are in the last or second to last class of the semester.

In Ochs' book, Josh has put some of these strategies in writing that we have talked about over many years. His thoughts have been included in the interviewing and job panels in my classes at USC, Pepperdine and CSUN.  

In March I have put together a panel at California State University, Northridge where I started teaching in 1975. More on that at Londremarketing.com.  The panel is called: "Getting an Interview. Landing a Job. Practical, Insightful, Timely Advice and Counsel for the AMA (American Marketing Association)  at CSUN.”

Another important concept: I wanted to add to Josh's SOK (Silent Opportunity Killer).  It's so true. We've talked about this for years when the web shanged everything about finding and landing a job. What is that you ask, SOK?  It's the sad fact that as a potential job searcher and job seeker you may get passed over because of the public social media posts and poor decision making about putting photos on Facebook, for example. 

Students and other job seekers need to be aware and realize that their actions on social media are keeping from getting them hired because a recruiter or professional HR director are "researching them"  on the web. 

More on the book later.In a future blog. 

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

Passion And Presentation of Post-it Notes And More on the 9P's/Nine P's

It seems everyone uses Post-it notes, all of the time. I found their latest promotional campaign to be using important parts of the 9P’s/Nine P’s ©2007;  3M's new advertising campaign brings three of the 9P’s factors together, including Passion, People and Presentation.

3M is launching a $10 million ad campaign for Post-it notes; it’s asking consumers to find creative uses for their product. The tagline is "Go ahead," which re-creates real-life examples of the "customization" trend (I have a lot on customization in my marketing and advertising classes), where consumers have personalized applications for mass-market products.

From the 9P’s/Nine P's:

• Passion: Intense, driving or overmastering feelings, emotions in the marketing and selling of products or services. Emotional, as distinguished from reason and rational decision-making; A strong liking for or devotion to some activity; Deep interest in your partnership/presentation of any of the 9P’s© to any target or partner.
• People/Prospects: (Target Market) Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. Share is a key word, here.
• Presentation: The “P” is the act of presenting any of the different 9P’s© to your customers,suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, and/or partners. They are symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product). Wal-Mart and retailers want a better integration of its retailing in store and online. Something set forth for the attention of mind. 

The Internet changed everything especially in the “presentation” of the different P’s. Another part of “presenting” is the big picture perspective of corporate social responsibility (CSR) which refers to consideration of, and the firm's responses to issues, beyond narrow economic, technical and legal requirements. These objectives and firm strategies of accomplishing social benefits along with the traditional economic gains which the firm is seeking is vitally important to the “presentation” to the constituents, different publics and to the world.

Unfortunately Post-it notes are not great for the environment.  In the study of Marketing, companies look and review issues of global sustainability, not interfering in the internal politics of the different countries and the governments of local markets, respecting natural resources, conducting research and development activities in developing countries, respecting local laws and regulations, environmental concerns, creating jobs in the served markets, respecting human rights, and more.

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand, apply and learn.  All the best.

If Tourism Is So Important to Los Angeles, Why Do We Have Such Poor Roads?

We were biking yesterday and I was thinking how we, as Los Angeles, promote our city? How does the city look and feel to tourists? 

Another question concerning the marketing to tourists for Los Angeles: If tourism Is so important to LA, why do we have such great bike paths/lanes and such poor roads? 

We, as a city,  welcomed a record 41.4 million visitors in 2012, a 2.5 percent increase over the previous record-high 40.4 million visitors in 2011 according to L.A. Tourism & Convention Board.  Total domestic visitation accounted for 35.3 million visitors, a 2.7 percent increase over 2011; total international visitation set a record with six million visitors, a 1.2 percent increase over 2011, with China becoming the destination’s top overseas market for the first-time ever. 

With all of this money and people coming in, why can't we have better roads? In addition, direct visitor spending, hotel occupancy and hotel room nights sold set all-time record highs.  Visitors to the city spent an estimated $16.5 billion, a more than $1 billion increase over the $15.4 billion spent in 2011. Hotel occupancy set a record at 75.4 percent, surpassing the previous 2006 record of 75.1%; and the city sold a record 26.64 million hotel room nights generating $180 million in tax revenue for the city. 

The tourism industry supports one in ten jobs in LA and the revenues that come from its success go directly to the city services. But our roads?

The City generated $151 million in transient-occupancy taxes in FY11-12.  So I ask why are the roads so poor in helping us all get around, visitors and residents, business people?  

But the bike lanes are beautiful and have new paint. I'm not against bike lanes. I was on many bike paths yesterday, but our adjacent roads are in decay.  Our priorities seem out of line with the number of people driving around, visitors and citizens. 

"Planning" and "Presentation" are two of the 9P's/Nine P's (c) 2007 of Marketing.  "Place" or Distribution is another of the nine P's. We are not presenting the city as well as we could. I hope our next mayor is better. 

The overall planning, service, presentation for tourists and for our citizens should be better.   

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

Blending the Study of Marketing on Price or Pricing with Customer Service

You know that cell phone can be annoying to others, especially in restaurants.  Almost any place where customers get together or congregate.  Some restaurants have signs just like in a doctor’s office “No cell phones” or "No cellphone in the dining area.” Add the loudness of the voices or the frequent calls which may disrupt service for everyone.

You may have heard about Eva’s in Los Angeles on Beverly Boulevard which wanted to curb cellphone use so they offered a five percent discount off the meal at this restaurant if the customers would check their cell phone at the door.

I teach marketing and advertising. Plus Global Strategies.

One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Price:” Price/Pricing: All aspects regarding pricing. The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.  Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition.

There's a "price" we pay to be fed, wined and dined. Dining should be fun. Eating out should be for all.

For more on ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

Super Bowl XLVII is Significantly Different From the First "One" in 1967

The first Super Bowl had 33K empty seats and was called the “AFL-NFL Championship Game.” Or the "Supergame.” There were two college bands and the Arcadia High drill team.  Much different than megastar Beyoncé.

Tickets were priced at an outrageous price of $12. On stubhub today January 23, the top ticket is $315, 916 for a suite in the 400 Level to a low of $2197.00.

This remains the only “Super Bowl” not to have been a sellout. It also is the only Super Bowl to have been simulcast in the U.S. by two networks: NBC had the rights to nationally televise AFL games while CBS held the rights to broadcast NFL games; it was decided that both networks could televise the game.

Where was I? Attending University of Southern California/USC and working at the corner of Santa Barbara (now Martin Luther King) and Vermont for Standard Stations, Inc. I had two years of experience working in what was then a "real"service station, not a gas station. I did everything from sell tires, repair tires, change shocks to oil and filters. Plus pump gas and actually clean the windows and check the air in the tires. Premium gasoline was 32.9 cents per gallon.

I was making $3.42 an hour (great money and putting myself through college with a 50/50 split with my father) and I oil and lubed 23 cars that day. Using my business major I suggested giving free parking for attendees of the “AFL-NFL Championship Game.

A lot has changed on pricing.  Besides an expensive venue ticket, now the cost of parking would go for $200/car or about $70 to $80 per car for the Notre Dame game versus USC across the street at the Coliseum.

The “AFL-NFL Championship Game was played on January 15, 1967 at the Los Angeles Memorial Coliseum  or the Coliseum to us in Los Angeles. Featured the Green Bay Packers who defeated the American Football League (AFL) champion Kansas City Chiefs by the score of 35–10.

For more on the $4 million advertising spots, ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find them at http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

A Story About Anticipation

Anticipating the Marketing situation and looking for the answer has pros and cons. A big insight into creativity.

The story:
During a visit to the mental asylum, a visitor asked the Director what the criterion was which defined whether or not a patient should be institutionalized.
 
"Well," said the Director, "we fill up a bathtub,  then we offer a teaspoon, a teacup and a bucket to the patient and ask him or her to empty the bathtub."

"Oh, I understand," said the visitor. "A normal person would use the bucket because it's bigger than the spoon or the teacup."

Scroll down for the answer

"No." said the Director, "A normal person would pull the plug.   Do you prefer a room with or without a view?"


For more ideas and Marketing concepts: Go to www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find: http://www.LondreMarketing.com/stimulating_articles.php

Or for more fun, marketing strategies/tactics and facts:  Go to http://www.LondreMarketing.com/trivia.php

Here to help you better understand. All the best.

Writers Discussing the Super Bowl Ads Seem to Miss the Big Point About the Networks, Including NBC This Year

With 47 minutes of commercials (or in advertising we call them "spots")  in this year's Super Bowl, the writers on the Super Bowl ads/spots keep missing the "Big Point."  Their stories should include the network's number of self-promotion, program/programming spots. Why do they forget? It seems so obvious, the number and frequency.

I teach and consult in marketing and advertising, why not include the tremendous number of spots/promotions for NBC last year and CBS for this year’s game?

I include a whole section on my website: #29 on http://www.LondreMarketing.com/trivia.php

• “During the broadcast advertising time has also grown from 40 minutes, 15 seconds in 2001 — or 82 messages — to 45:10, or 84 messages in 2009. There was a big rise in 2010, to 47:50 and 104 commercials. Which product is advertised the most on the Super Bowl? Not beers, movies or cars. It’s the network’s own programming promotion. In a typical Super Bowl, 15% to 20% of all commercial time is a plug by the network for its own programming and shows. One of the questions I answer is "How much did a 30-second TV commercial or spot cost in Super  Bowl XLVII, February 3, 2013? Who starred in the most “watched” musical event, the halftime show?" 

A couple of concepts before you go to my LondreMarketing.com website:

• Good news for CBS in 2013, a single Super Bowl XLVII spot topped $4 million with ads ranging between $3.7 million and $3.8 million and topping $4 million.

• The big premium was for a typical 30-second spot in the first quarter of the game, which averaged around $100K extra. This premium was due to the larger audience and better chances that consumers will recall the ads early in the game. Viewers are usually “in a better state of mind.” The audience averages 111 million.

For more go to http://www.londremarketing.com/trivia.php

Here to help you better understand the Super Bowl and the ads or advertising or Promotion. All the best.

Above the Fold. Today Versus Yesterday in Communication.

Today you want to be “above the fold, “ whether it is a computer, iPad,  cell, smart phone, newsletter or newspaper. What do I mean? I mean high on the page. Higher on the screen. Where does that expression "Above the fold" come from?  From the old days, the printed newspaper business.

Newspapers and newsletters were the primary form of communication. The keyword is  "was." And the best stories were put on the front page. Still are.

In my marketing and advertising classes I bring a copy of USA Today which has high readership especially in hotels and I bring a copy of the Wall Street Journal.  They prove my points. The class discovers and presents. They learn.  We discuss “above the fold” has more readership or viewership than below the fold or inside the paper.

Visitors and viewership/readership means awareness, or increased awareness. However, there are many new sizes of screens---iPad, cell phones, computers, notebooks, Smartphones.

In the old days I remember one of my favorite bosses at Grey Advertising –Worldwide tell me --- we want to ask for positioning on the right hand page, above the fold and second impression page of the newspaper.  The second impression page was the second page printed. He saw how the ink was absorbed on the first pass and that ink was bolder, stronger on the second page, or on the back.  So he taught us more than just right hand page positioning.

Today we are looking at prime positioning or real estate, but ink isn't as important as where your story or photograph is located.

Want to solve a business or marketing problem. Go to more on the Nine P’s/9P's (Product, People/Target Market, Planning, Price, Promotion, Place, Partners, Passion, Presentation  and other marketing resources). Positioning isn't one of the 9P's but is part of "People and Targeting" and more.

Go now, "right now" to http://www.LondreMarketing.com/stimulating_articles.php

Which Product or Service Will Be Advertised the Most During Super Bowl XLVII?

Here's a question that is asked in Marketing and Advertising classes, "Which product is advertised the most on the Super Bowl?"

During the broadcast, advertising time has also grown from 40 minutes, 15 seconds in 2001 — or 82 messages — to 45:10, or 84 messages in 2009. There was a big rise in 2010, to 47:50 and 104 commercials.

The product or service is not beers, movies or cars.

The Answer: It’s the network’s own programming promotion.

For Super Bowl XLVII, the Super Bowl will be on CBS. In a typical Super Bowl, 15% to 20% of all commercial time is a plug by the network for its own programming and shows.  Enjoy the game.


P.S. Find more fun questions and answers on a variety of marketing, advertising and media subjects at Londremarketing.com and, specifically at "DO YOU KNOW" and “Get the Answer.”

Super Bowl Ads in Super Bowl XLVII: Are They Worth the Millions

A question which come up in class every year in January and February. Are the Super Bowl XLVII Ads: Are They Worth the Millions?

Many messages will be conveyed in the commercials aired during Sunday February 3rd's Super Bowl. some will be uplifting, while some will be just dumb.

Each 30-second spot costs on average at least $3.7 to 3.8 million, with some topping $4 million each, plus production.

Are they worth it?

It's a question I ask my marketing and advertising students. That's a lot of product and services to have to sell in order to get a return on the advertiser's investment.

Generating sales revenue is tough in any market, and especially during today's economy. But it's a strategic opportunity for marketers to build and generate additional market share and enhance their brands versus their competition. Enjoy the Game. Both Games.


P.S. Find more fun questions and answers on a variety of marketing, advertising and media subjects at Londremarketing.com and, specifically at "DO YOU KNOW" and “Get the Answer.”

Super Bowl XLVII Questions and Answers: First Quarter of the Game, plus Longest Running, Exclusive Sponsor

Here are a couple of answers about the Super Bowl XLVII. You want, as an advertiser, to be usually in first quarter of the game, which averaged around $100K extra in pricing.

Prices for each "30 this year have averaged $3.7 to $3.8 million with some thirty-second spots costing over $4 million each. This premium is due to the larger audience and better chances that consumers will recall the ads early in the game. Viewers are usually “in a better state of mind.” Also positions in the first half of the game sell first for clients at the advertising agencies and media buying services.

Who is the longest running sponsor, and oh, by the way, an exclusive sponsorship?

Anheuser-Busch delivered four-and-a-half minutes during last year’s Super Bowl XLVI, the company’s 24th consecutive season as the exclusive malt beverage category advertiser. This year on February 3rd will be their 25th consecutive  year.

Also, on Tuesday, the Anheuser-Busch said it would run one or two commercials during the game for a new beer, Budweiser Black Crown.

Find more fun questions and answers on a variety of marketing, advertising and media subjects at Londremarketing.com and, specifically at  "DO YOU KNOW" and “Get the Answer,” on the top right. See you at the Game.  

How Many Marketing Concepts Are in the Press About the Dismissal of the Dealer Lawsuit Against Tesla?

In a word, “Many.” A little background, first. Dealers and dealer groups were trying to block Tesla Motors' retail stores in Massachusetts. There are other states involved, too. The dealer groups lost in Massachusetts when a judge dismissed their lawsuit against the electric vehicle maker.

What caught my eye was this line “…to introduce consumers to electric vehicle technology in an open, friendly, no-pressure (emphasis added by me) environment," Elon Musk, Tesla co-founder and CEO”

When Tesla started selling its Model S hatchback, Tesla planned to bypass the “traditional dealership network” to open its own stores.

Marketing Concepts

• Traditional Dealership Network
• Dealer Network
• Dealer Associations
• Distribution
• "Place,” one of the Nine P’s (http://www.londremarketing.com/documents/Londre-Marketing-Consultants-9Ps-10.11.2012.pdf)
• New Car Sales
• Models, as in car models, product line 
• Selling, as in “Selling cars directly to customers rather than setting up a dealership network.” 
• Market
• Entrepreneurs 
• Traditional Business
• Nameplate
• Customer Service
• Sales Strategy
• Retail Stores
• Factory Stores
• Franchises
• Unaffiliated Manufacturer 
• "Planning,” one of the Nine P’s (http://www.londremarketing.com/documents/Londre-Marketing-Consultants-9Ps-10.11.2012.pdf) 

You may also be interested that the franchised new-car dealership system goes back to the start of the auto industry, when hundreds of manufacturers were fighting for market share. They didn't have enough resources.  The setting up of showrooms was expensive and time-consuming for them. So automakers sold the right to sell and  market their cars in specific cities and regions.

From Autoweek and other media outlets.