Advertising falls under Promotion in the nine P's of Marketing.
Every year I analyze the TV spots used in the Super Bowl. I will be at advertising two classes at Pepperdine, next month.
One 30-secomnd spot costs approximately $6.5 Million, each, or $216,667 a second and that's for just for the time. No creative or production.
I look for an analysis of branding, media and creative planning plus looking at the eight components of promotion in the 9P’s of Marketing. Are the spots looking for the lowest common denominator of the audience or potential customers or "People" under my 9P's of Marketing. Are the spots --dumb or smart. Or in between.
There are many alternatives, looking at the parts of “Promotion” and the 9P’s, in spending $6.5 Million in other areas to promote.
Clients could use the money for:
- More Planning and research. More or better or more continuous Marketing research.
- Lower prices
- Discounts. Coupons.
- Sales Promotion, look at instore.
- Increased distribution
- More PR
- Free gift with purchase
- Add more or better customer service
- New product development
- Better website
- More digital or social media
- More people on phone at call center.
- More sales people
- Faster delivery and distribution
Marketers, agencies and media companies make costly, high-risk decisions. These are expensive costs and financial, spending decisions.
Ultimately, it is about generating SALES. It's only creative if it sells. Watch the Super Bowl spots on February 13th on NBC.
For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.