The Australian Small Business Blog

Sunday, February 13, 2011

Ad of the Month: Who is being Promoted?

The Ad of the Month this month is from the US Super Bowl. Traditionally this is a platform businesses use to showcase their wares to the nation. They are big budget commercials. At around $3 million per 30 seconds broadcast time, you certainly wouldn’t stint on production costs.

The ad I have chosen is a somewhat self serving advertising agency creation. While the ad is fun with a clever finish, you can’t help feeling that it is all about the ad agency saying: “Look how smart we are.”

The question I ask is: “Are they trying to sell more Chevrolets or selling their own services to their next client?” After all, it is quite a coup for an agency to have one of their creations air on the Super Bowl. It demonstrates a large amount of trust by the client.

I am sure they would have told the client: “This is a terrific branding opportunity.” This is code for: “You won’t actually be able to directly measure any increase in sales from this ad, but it will make you look good.”

So watch out for ads that seem to focus more on their creator, than you the client. In this case, it really is more about you!

May Your Business Be - As You Plan It.

Over to You. What do You Think? Post Your Comments Below.

Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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1 comment :

Helen Thistlethwaite said...

Excellent article and your assessment of the ad is spot on. Wow look at what we can do!! What was that car again??? Helen T


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