Superbowl Buyology: Advertisers Hope You’ll Be Getting Out Your Wallets

Buy-ologyIf you’re looking to market anything nowadays, it may be worth your while to forgo stereotypical sales tactics, and get into people’s heads. The subject of “neuromarketing” has become a critical area of research for marketeers; particularly relevant during times of downtrodden economy with consumers less likely to “buy” – and  advertising “messages” less likely to matter.

Case in point, advertisers scheduled to air during this years Superbowl have all conducted extensive cognitive research to determine what type of ads will elicit the desired “buy” response from consumers. But in this whole process, considering the gross amount of money being spent by Superbowl advertisers the question does arise:  Exactly how many jobs could have been spared by these same companies had they NOT expended on Superbowl ads?

It seems that advertisers are finding themselves in somewhat of a conondrum. While historically they anticipate massive audience responses to their big budget ad productions, this year, with so many out of work and laid off, is doing so sending the right message? I suppose that depends on one’s point of view.

Those that say “yay” reason they can’t afford NOT to take advantage of the opportunity to connect with such a large audience. On the flip side, naysayers argue it just doesn’t show any sensitivity to the American public in light of the huge economic crises occurring.

While it may be true to say “if nothing sells, nothing happens”;  I don’t really see how selling to an audience unemployed, in many instances, unemployed by the same companies doing the selling – makes for “good happenings” either. Related: Superbowl shenanigans…a colossal waste of money.

Personally, I think many of the Superbowl advertisers somewhat missed the boat already. They should have been looking ten years down the road – not at ten minutes of air time. As part of the consumer audience demographic, I much prefer to support small businesses and entrepreneurs with my purchasing dollars, and not Superbowl ad giants banking on American bucks –  that should have banked on the American workforce instead.

Any thoughts?

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3 Responses to “Superbowl Buyology: Advertisers Hope You’ll Be Getting Out Your Wallets”


  1. 1 Stacey Derbinshire January 31, 2009 at 1:00 pm

    I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!

  2. 2 ggw_bach January 31, 2009 at 1:21 pm

    money thrown away if you ask me. Would be better spent online; in subtle (and not so subtle) ambush marketing. Mass media is a big fail these days.

  3. 3 The Daily B*tch January 31, 2009 at 1:49 pm

    Thanks for the feedback Stacey and Bach. Your links have been added here also.


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