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Marty’s Marketing Minutia – Monday Marketing Quarterback

Boring bowl?

by on Feb.06, 2012

Matthew Broderick scored big for Honda by reprising his role as Ferris Bueller.

The Monday following the Super Bowl should be called Critics-day. The buzz, comments, criticism, complaints, statements — and some drivel – filling the web, the newspapers, the radio, networks news shows, blogs, Tweets, Facebookings, social outlets and other media is overwhelming.  Today, anyone and everyone is an ad critic.

The oft quoted sage of show biz, Samuel Goldwyn advised, “Don’t pay any attention to the critics – don’t even ignore them” a non sequitor that points to the importance of the viewer – consumers — in determining and evaluating the commercials on the game. Well, not quite. While the game’s ads were stunningly expensive, there must be someone in the corporate ranks who could – indeed, should — ask, “Was it effective?” Not just a ranking position or pop-poll from best to worst but something more stable and reliable than Jello.

Your Auto Source!

Enter Ace Metrix, an industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Ace Scores are considered by many big advertisers to be the leader in delivering actionable insight by measuring creative effectiveness from television commercials. There’s is not a popularity contest, not a summary of critical comment, but a numerical score based on consumer reactions.  This means there will often be a difference, a dissimilarity and divergence in who ranks where.

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Marty’s Marketing Minutia – Handicapping the Super Bowl Spots

We interrupt this commercial to bring you a game.

by on Feb.03, 2012

VW goes to the Star Wars cantina.

Super Bowl XLVI – At last the hype will be over

Football is a fast game.  In any single NFL play, all the blocking, tackling, running, passing and kicking – with an occasional stomp – the action will all be over in barely six seconds.  By comparison, the typical Super Bowl spot will run on a seemingly infinite 30 seconds.  If only the typical commercial could deliver nearly as much action, intrigue and suspense, despite the hype of recent weeks.

We’ve been overwhelmed by all the teasing, tempting and taunting — not with arcane football details but with news, snippets, even special commercials, about all the commercials that will be competing with the Super Bowl itself this coming weekend.  Where the commercials once provided an excuse to get up, grab another beer and perhaps answer nature’s call, they have become an event unto themselves, prompting preview coverage worthy of the sports hype on networks like NBC and ESPN preceding the championship football extravaganza.

Your Trusted Source!

It’s like giving away the Giants or the Patriot’s game plan. Where is the suspense? The delight of something surprising, funny, ground breaking, interesting and yes, even poignant and provocative, will be missing. And that is sad. According to researchers half the fans watching the game are waiting for the commercials. They take their food or bathroom breaks during football and wait for the commercials.

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