From Mad Men to Twitter Feeds: How Advertising is Evolving

Posted Monday, February 8, 2010

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One out of 10 people watch the Super Bowl just for the commercials. But about 50 percent of Tivo owners will fast forward through commercials on the biggest day of television advertising. With dwindling financial resources, technology and social media, advertisers are forced to come up with new ways to sell their products or services. Instead of forking over 2.8 million dollars per 30-second spot, some companies are putting that money to different use. Pepsi, for one, is giving it away and creating a fairly substantial buzz in the process. Join Dan Moulthrop and guests for a Super Bowl ad recap and a look at how advertising has evolved over the years.

Guests

David Moore, President & Executive Creative Director, Liggett Stashower
Jim Gilmore, Co-author, Authenticity: What Consumers Really Want & Marketing Consultant, Strategic Horizons
Timothy Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University

Additional Information

Super Bowl Ads: What To Watch For Between Plays, Morning Edition, NPR
Big Game, Big Ads, Northwestern University's Tim Calkins says the "buzz" is back for commercials during this year's Super Bowl
CBS Nearly Sold Out on Super Bowl XLIV, by Brian Steinberg, Advertising Age

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Jean 10:40 AM 2/8/10

I was struck by the contrast between the FloTV and Dodge commercials versus Dove. Commentators have described FloTV and Dodge as encouraging men to man-up and quit letting the women in their lives lead them around by the nose. I see these ads more as a dig against women. Compare that to the Dove ad where, with great humor, we see a young man maturing into a proud husband and father—enough so that he has the courage to use a soap that won’t dry out his skin. This ad makes FloTV and Dodge seem like a throw back to the era of the “Mad Men” TV show. Would the guests like to comment.

* 10:40 AM 2/8/10

Thank you for a great program. I listen as often as I can.

As to marketing, if I receive any targeted marketing it makes me even less likely to buy the product, even if it is something I might like.

Frankly, I find it creepy that so much data is floating around. To the extent possible, I don’t want people to know anything about me unless I specifically want to tell them.