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Mon February 3, 2014
MSU Marketing Professor on the Buzz and Economics of Super Bowl Ads
Super Bowl ads cause a lot of buzz. On Sounds Good, Kate Lochte speaks with Murray State Marketing Professor Glynn Mangold about the creativity and economics of Super Bowl advertisements. They talk about this year's highlights, trends, the different types of marketing, what's successful and what's not.
Professor Mangold explains to Kate and Tracy how, from a business standpoint, $25-$30 per thousand exposures is not an unreasonable price for advertising when considering that the SuperBowl delivers a very broad audience that most other venues are unable to deliver. In addition, the audience is highly engaged and there is a lot of added value based on the pre- and post-game publicity and social media buzz. Professor Mangold thought that among the most effective commercials were the Chrysler ad featuring Bob Dylan, and the Budweiser "Puppy Love" ad; and the among the least effective was the Audi "Doberhuahua" ad.
"I teach a class called Social Media & Marketing, and we focus on what are companies doing on social media? How do they use that as part of the overall communications mix in order to make it work? And, more and more, you really can't separate the two out."
What was your favorite ad this year?