Super Bowl Advertising II: Advertisers Mindful of Tone of Their Messages

Super Bowl advertisers have been forced to reconsider the tone of their messages this year in the wake of a gloomy economy. Two reasons for reconsidering what is said and how to say it: sensitivity and opportunity. Advertisers are sensitive to the plight of the thousands of Americans who have lost their jobs in recent months. While Super Bowl commercials can provide levity to one’s situation, failure to consider if a message is in line with consumer sentiment could result in encouraging consumption that consumers simply cannot afford at this time.

The opportunity driver of ad message evaluation is changing messages to respond to consumer needs at this time. For example, Hyundai purchased two 30-second spots months ago, before the economic meltdown occurred. The original plan was to run two spots for its Genesis coupe. Now, Hyundai will run one spot for the Genesis and one for its Hyundai Assurance plan, which helps customers who run into difficulty repaying their loan.

The Super Bowl is a festive event, a time when viewers can set aside whatever issues they are dealing with for a few hours. Kudos to the advertisers that recognize this and have taken steps to make sure their commercials do not disrupt the positive atmosphere.

Link: The New York Times – “Advertisers Change Game Plans for Super Bowl”

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 27 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons.

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