Tackling the Super Bowl Ads
Monmouth College marketing students had the unique opportunity to analyze the Super Bowl ads this year, joining the 127 million viewers who tuned in for the big game. Led by their professor, Tom Prince, students in the “Principles of Marketing” class delved into the world of advertising to dissect and discuss the commercials that aired during the highly anticipated event.
An Educational Experience
Professor Prince, who teaches marketing at Monmouth College, saw the Super Bowl as more than just a sporting event. He utilized the platform to provide his students with valuable lessons in marketing strategies and consumer engagement. By examining the various ads showcased during the game, students gained insights into the financial and creative aspects of advertising.
Discussing the Super Bowl commercials allowed the class to explore the risk and reward factors involved in creating impactful advertising campaigns. It also served as a way to showcase the importance of understanding consumer behavior and market trends in the ever-evolving field of marketing.
Student Favorites
During the analysis, Monmouth students identified several standout commercials that resonated with them. From Instacart to Uber Eats, the class compiled a list of their top five ads, recognizing the creativity and messaging behind each one. The Instacart ad, featuring iconic advertising characters, particularly caught the attention of the students and was voted as the class favorite.
As Professor Prince shared national rankings from Ad Age and USA Today, students gained a broader perspective on how industry experts and consumers evaluate the effectiveness of Super Bowl ads. Variances in rankings highlighted the subjective nature of advertising success and the diversity of approaches used by different brands to capture audience attention.
Trends and Takeaways
Humor emerged as a dominant theme in this year's Super Bowl ads, with a majority of commercials opting for comedic elements to engage viewers. Brands like Coors Light, Homes.com, and Michelob Ultra successfully utilized humor to leave a lasting impression on the audience.
While humor prevailed, the absence of controversial content in the ads indicated a shift towards lighter and more relatable messaging, possibly as a response to the societal climate. Professor Prince noted this trend, emphasizing the importance of understanding the audience's needs and providing them with a respite from ongoing controversies.
Reflecting on Success and Failure
As the class reviewed both successful and less impactful ads, they explored the critical factors that contribute to an advertisement's effectiveness. By examining the hits and misses of the Super Bowl commercials, students gained valuable insights into the complexities of marketing campaigns and the significance of resonating with the target audience.
Professor Prince's analysis extended beyond the ads themselves, considering the broader implications of advertising investments and the ultimate goal of prompting consumer action. By evaluating the impact of these ads on company sales and brand perception, students learned the importance of measuring the success of advertising initiatives.
