Americans Look Forward to a Good Laugh in 2010
Despite the uncertain economy, three out of four Americans are still more likely to research or buy a product after seeing it advertised during the Super Bowl, according to a study of 1,000 Americans fielded by independent ad agency Venables Bell & Partners (VB&P).
Of respondents polled, 40% were optimistic about the future of the economy in 2010; 24% pessimistic; and 36% unsure. However, the majority of consumers state that advertising in the Super Bowl is responsible vs. irresponsible, and 64% would be disappointed if advertising during the game disappeared.
Advertising is still a key part of the Super Bowl entertainment experience, with respondents saying they’re looking forward to watching the ads more than the national anthem, half-time show or even spending time with their families, second only to the game itself.
When asked what they were most likely to discuss the Monday after, Americans are just as likely to discuss ads, as they are plays. In fact, 66% still remember their favorite brand advertiser from last year’s Super Bowl while only 39% remember who won the game.
Brands that incorporate humor will have the best chance of sticking in people’s minds and generating vital Monday morning water cooler buzz. VB&P found that a whopping 87% of participants think that humor makes an ad more memorable. Unsurprising, 60% of respondents say they were most entertained by beer ads last year.
Of the brands that didn’t advertise last year but who are on Intebrand’s top 20 brand list, McDonald’s, Google and Apple are those that people would most like to see advertise this year, while job placement and insurance brands are those that consumers would happily see leave the Super Bowl stage.
About Venables Bell & Partners
Founded in 2001, Venables Bell & Partners is an independent San Francisco advertising agency whose philosophy is simple: our intentions are good. We’re privileged to work with VIZIO, Audi of America, ConocoPhillips, HBO, The Montana Meth Project, Coca-Cola and PG&E, among others. To learn more, visit http://www.venablesbell.com
Meredith Vellines Senior Communications Manager VENABLES BELL & PARTNERS Contact via email 201 Post Street, Suite 200 San Francisco, CA 94108 p. 415.962.2989 f. 415.421.3683
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More