The cost of a 30 second super bowl commercial in this years game is estimated at 4 million dollars. It is crucial for companies investing in these types of advertisements that they effectively advertise their product or service. Some commercials can be wildly entertaining, but leave the viewer wondering what exactly was just advertised. My question is are advertisers striking the right balance between promoting their products or brands and entertainment? Could companies entertain less and sell more?
I'm not arguing that commercials don't need to be entertaining, but there is a fine line between gaining a viewers attention by being entertaining, and losing connection to the product or brand. Some super bowl ads, and commercials in general, leave viewers wondering what exactly was being advertised. These advertisements can be entertaining, but if they don't effectively communicate what the product, service, or brand is about what is the point?
In my opinion advertisements should try to balance entertainment and product/brand information. Many commercials in the super bowl captivate audiences at the beginning of the ad then wait to introduce their product or brand at the very end of the advertisement. This, to me, is an ineffective strategy. If the entertaining part of a commercial is over, viewers tend to lose interest and the brand will not be remembered. I believe an effective strategy would be to aim at entertaining viewers during the beginning and end of advertisements. While in the middle of the advertisement the product or brand information is introduced. This strategy, in my mind, would still hold the audiences attention but would also effectively communicate the brand. What do you think? Are companies striking the right balance between promoting their products and entertaining their viewers during advertisements? What could be done to balance entertainment and product information in advertisements?
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