Tips From Ad Agency Innis Maggiore to Score Super Bowl Ads' Effectiveness
CANTON, Ohio (Jan. 29, 2015) - Headquartered in the hometown of the Pro Football Hall of Fame, Innis Maggiore, the nation's leading advertising agency in the practice of positioning, offers advice on how to watch Super Bowl commercials like an expert.
Effective advertising is meant to sell. Unfortunately, for Super Bowl advertisers, 85 percent of Super Bowl ads can't be directly linked to an increase in sales. In football parlance, most of the ads fumble instead of score touchdowns with customers.
"At $4.5 million a pop, that's unacceptable," said Innis Maggiore chief strategist Lorraine Kessler.
She recommends answering four questions to determine the merit of an advertisement:
- Did the ad gain your attention?
- Can you recall what brand or product was advertised?
- Does the ad convey a meaningful benefit?
- Does the ad offer a distinct advantage over the competition?
"Positioning requires more than a good strategy for differentiation," Kessler said. "It requires memorable, creative dramatization of your idea, hitting all four positioning points."
She said pet owner controversy aside, GoDaddy is a clear winner among those who have pre-released their ads. The "Journey Home" pre-release ad features a lost puppy (attention), a funny ending (recall), and contains an explanation of the service in the narrative (benefit and advantage).
"In the past I've been thumbs down on GoDaddy because even though I remember the ads, like the sloppy kiss (2014) or the courtroom bombshell (2009), none told me what the product actually did. This year's ad is different. You make your own website. I get it now."
Another winner: Victoria's Secret. The lingerie company's "Don't Drop the Ball" teaser ad succeeds in gaining long chunks of yards for the brand. Consider that in fewer than 90 seconds the ad is able to:
- Claim Valentine's Day as its own official holiday
- Establish brand imagery and relevance
- Capture and hold attention
- And, deliver a powerful call-to-action message ... all with not one word spoken!
"Victoria's Secret definitely did not drop the ball on its re-entry to the Super Bowl arena. This is one of those ads that make you say, 'Gee, I wish I had done that' - and mean it!" Kessler said.
See if you can beat the pros at Innis Maggiore.
Innis Maggiore's best and worst picks of the Super Bowl will be posted in its PositionistView on Monday following the game. To subscribe and comment, go to our signup form.
Innis Maggiore Group is the nation's leading advertising agency in the practice of positioning, building strong brand positions for companies in competitive markets. The advertising and public relations agency had 2014 capitalized billings of more than $26 million. Key clients include AultCare, Aultman Hospital, Bank of America, Campbell Oil/BellStores, FSBO.com, GOJO Industries, Inc., inventors of PURELL®, Goodyear, GuideStone Financial Resources, Kendall House/KFC, Nickles Bakery, RTI International Metals and Republic Steel. Innis Maggiore is a member of the American Association of Advertising Agencies and the Public Relations Society of America. The company maintains a website at www.innismaggiore.com.
For more information contact:
Email Jim Cyphert
"Nobody counts the number of ads you run; they just remember the impression you make."- Bill Bernbach
"Positioning is the single most powerful concept in marketing. To stake a position means an organization, product, or service stands for one thing in the minds of prospects."- Dick Maggiore
Leadership through technology.View Work
Leading our community to improved health.View Work
Protecting us from the spread of germs.View Work
Tradition you can taste.View Work
Performance guided by values.View Work
Keeping the family on full.View Work
Custom Auto Body
Custom to the rescue!View Work
Live Life UncottagedView Work
Leader in skin health and hygiene.View Work
Stark Community Foundation
Connecting people to the causes they care about.View Work
Old school hardwood. Modern accessibility.View Work
True Sicilian pasta sauce.View Work
Stay rational. Invest long term.View Work
CSE Federal Credit Union
The Local AlternativeView Work
Invented Pet Odor Control TechnologyView Work
Where everything is free®View Work
The Future of Waste ManagementView Work
Art & History Come Alive!View Work
Authentic Carolina-style barbecue.View Work
Smoke The Burger Joint
Burgers smokin' with attitude.View Work
Baja West Coast Kitchen
Fresh food with a West Coast vibe.View Work
Going the extra smile.View Work
Steel Republic Steel.View Work
Serving the community.View Work
Trumbull Metro Housing Authority
Building a solid future for those in need.View Work
Fair Housing Law Center
Fighting for Equal HousingView Work
Sharpen your focus for marketing magnificence November 13, 2019
Smart marketers recognize they become stronger when they focus and reduce the scope of their activities.As powerful as the sun is with trillions of kilowatts of energy, the oceans aren't boiling. A laser, with only a few...
Not too long ago, the popular advertising strategy was to promote product features like low calories, shavers with pivot heads and toothpaste that removes stains.Then we shifted to something with more personal relevance:...
Seven ways to win in a commodity market September 04, 2019
Many of the more than 5 million businesses in the United States compete as commodities hamstrung by not understanding how to grow and thrive.On the monopoly-to-commodity continuum, the closer one is to the commodity side...
When I was a kid and my dad wanted to buy a car, the first place he would go was the car dealership.Dad wanted information and the car dealer had it. The dealer used that information as bait to get you in to the dealersh...
Innis Maggiore Celebrates 40 Years of Brand Positioning Work for Custom Auto Body Learn More
Innis Maggiore among 2019 Telly Award winners for Smith’s TV spot Learn More
Haidet awarded Innis Maggiore Endowed Scholarship for Communications Learn More
Innis Maggiore Only Full-Service Agency in Ohio to Achieve SharpSpring’s Gold Certification Partner Status Learn More