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2013 Super Bowl Advertising Presentation by John Eighmey
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2013 Super Bowl Advertising Presentation by John Eighmey

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  • 1. 2013 Super Bowl Review Reunion Meeting for Professional MA in Strategic Communication February 7, 2013 John Eighmey 211 Murphy Hall eighmey@umn.edu Copyright 2013. John Eighmey. All rights reserved.Friday, February 8, 13
  • 2. Super Sunday - “Attention Structure” Patriots v Giants 2012 111 M Patriots v Giants 2008 98 M Packers v Steelers 2011 110 M 49ers v Ravens 2013 108 MFriday, February 8, 13
  • 3. Super Sunday Cost Per Thousand (CPM) 2013 $34Friday, February 8, 13
  • 4. Scholarly Theory: Expectancy - Value Model The Expectancy-Value Model is a “theoretical perspective” or “heuristic device” on how beliefs combine to affect attitudes in a manner that can reflect rational assessment. Evaluations (or outcome evaluations) are used to weight Beliefs (or behavioral beliefs) and the products of these pairings are added together as a predictor of overall attitude toward a person, object or action. Attitude = Σ b1e1 + b2e2 + b3e3 + etc. Stigler Tversky FishbeinFriday, February 8, 13
  • 5. The Expectancy-Value Model of Attitudes Beliefs are perceptions about the characteristics of an object such as a person, place, product category, brand, idea, goal, etc. When studying behavior patterns, attitude researchers are often interested in two specific kinds of beliefs that relate to personal goals. Outcome Evaluations ~ Beliefs about the personal importance of an outcome or personal goal related to an attitude object such as a person, product, brand, etc. Behavioral Beliefs ~ Beliefs about the likelihood that association with or use of the attitude object will lead to a specific outcome.Friday, February 8, 13
  • 6. Evaluative Theory: Let’s Get “Judgey”Friday, February 8, 13
  • 7. Implied Model of Beliefs and Attitudes Beliefs about importance of desired outcomes Attitude and Intention Beliefs about association of brand with desired outcomesFriday, February 8, 13
  • 8. Implied Model of Beliefs and Attitudes Beliefs about importance of desired outcomes Attitude and Intention Beliefs about association of brand with desired outcomesFriday, February 8, 13
  • 9. Implied Model of Beliefs and Attitudes Beliefs about importance of desired outcomes Attitude and Intention Beliefs about association of brand with desired outcomesFriday, February 8, 13
  • 10. Attitude Relationship Possibilities Attitude = Σ b1e1 + b2e2 + b3e3 + etc. The E-V model implies causation, that beliefs lead to attitudes. Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 11. Attitude Relationship Possibilities Various relationships are possible… Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 12. Attitude Relationship Possibilities Various relationships are possible… Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 13. Other Attitude Relationship Possibilities Attitude Toward the Ad Attitude about the advertising itself Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 14. USA Today Ad MeterFriday, February 8, 13
  • 15. Ad Meter Top Ten Ratings TrendFriday, February 8, 13
  • 16. Attitude Toward the Ad Attitude about the advertising itself Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 17. Attitude Toward the Ad Attitude about the advertising itself Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 18. Attitude Toward the Ad Attitude about the advertising itself Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 19. Attitude Toward the Ad Attitude about the advertising itself Attitude = Σ b1e1 + b2e2 + b3e3 + etc.Friday, February 8, 13
  • 20. Attitude Toward the Ad The Commercial VW Should Have UsedFriday, February 8, 13
  • 21. Affective Brand Responses Also Matter Affect (feelings such as happy vs. sad or calm vs. afraid) are seen as an aspect of attitudes that is separate from the cognitive component (good vs. bad or effective vs. ineffective).Friday, February 8, 13
  • 22. Feelings About the BrandFriday, February 8, 13
  • 23. Affective Responses Also Matter A Nostalgic TripFriday, February 8, 13
  • 24. Conceptual understanding to advance the practice of strategic communication.Friday, February 8, 13