Reading Class - University of Lethbridge

1. The Challenge of Advertising in
the big game
University of Lethbridge –
Reading Class
Gabriela Almeida

2. New Words
Advertising

3. New Words
Advertising
- The activity of attracting public attention to a product or business
Eg. (...) “that I found myself continuously pondering, relates to the *ROI
of the many advertising campaigns that were shown.”
*ROI = Return on Investment

4. New Words
Consume

5. New Words
Consume
- To occupy the full attention, interest, or time of.
Eg. “I found myself completely consumed by one of the games most
exciting distractions”

6. New Words
Rating

7. New Words
Rating
- A measurement of how popular, good and important someone or
something is.
Eg. “talking about the incredible advertisements that were shown
around the game, ratings have been established” (...)

8. New Words
Pan(ned)

9. New Words
Pan(ned)
- Informal - to strongly criticize a film, play, book or something else in a
newspaper, or on television or radio.
Eg. “advertisements that were shown around the game, ratings have
been established, and brands panned.”

10. New Words
Filled

11. New Words
Filled
- To make something become full.
Eg. “social networks have been filled with game memorabilia”

12. New Words
Pondering

13. New Words
Pondering
- Formal – to think carefully and seriously about something.
Eg. “that I found myself continuously pondering, relates to the ROI of
the many advertising campaigns that were shown.”

14. New Words
Airing

15. New Words
Airing
- Exposure to public attention.
Eg. “I, like many business leaders, would have loved to have a
commercial for their brand airing on TV or floating virally online”

16. New Words
A game of inches

17. New Words
A game of inches
- a sport or effort with minimal gains or losses.
Eg. “Advertising, like football, is a game of inches. ”

18. New Words
Wrestle

19. New Words
Wrestle
- To try to understand or solve a difficult problem.
Eg. “The perplexing part of the equation that I wrestle with every day,
is the "profit" or benefit”

20. New Words
Plaguing

21. New Words
Plaguing
- To cause pain or trouble to someone for a long time.
Eg. (...) “I am drawn back to a conversation that I had this very morning
with a potential client who was wrestling with the ultimate question
that will also be plaguing her (and many other executives) on Super
Bowl”

22. Reflecting about advertisement
What are their real meanings?
What do they have to do concerning to
catch our attention?

23. Buy
it! See
it!
Do
it!
Consume
it! “I found myself completely
consumed by one of the games
most exciting distractions – the
advertisements.”

24. Reflecting about advertisement
What is the impact of social communication
in a brand?

25. Reflecting about advertisement
What is the impact of social communication
in a brand?

26. Reflecting about advertisement
What is the impact of social communication
in a brand?

27. And about price?
What cost is the right cost to pay for
such exposure?
Any advertising game, before playing, one has to try to understand
whether cost of such an investment will be worth the potential
benefit.

28. Profit x benefit
“In a situation like the Super Bowl – one that will attract millions of
eyes, the cost is fairly certain (although, depending on the channel
that you choose variability can persist).”

29. What are your goals?
“How will that data ultimately be
analyzed, reported against, and
reviewed, internally? Why?”

30. What are your goals?
“How will that data ultimately be
analyzed, reported against, and
reviewed, internally? Why?”
“Because understanding what you
want the analysis to produce, is
often just as important as what
your strategic goals are.”

31. references
http://online-behavior.com/analytics/superbowl-metrics

32. Thank you
(: