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1. DEFINITIONS
AND
OBJECTIVES OF
MARKETING BY
MICHAEL
D’ANTONIO
124 EAST HUDSON AVENUE
ROYAL OAK
MICHIGAN 48067
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There are many definitions and objectives of advertising. By way of most traditional models, it starts with “awareness” and ends
with “action.” Translation - the desired result is sales. However, not everyone has the same goal, and this is necessary to
understand prior to fairly judging any commercial. Unfortunately, it is not disclosed by advertisers.
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It is true, more times than not, commercial viewers will not remember the brand, not to mention the product. Hell, in many
cases, it’s difficult just to make an intuitive connection. And to the extent recall exists on both levels, when is the last time a
Super Bowl commercial gave you any real reason to purchase? Given this bias, it seems producing sales may not be the intent
of some advertisers at all.
Further, on this certain day each year, to break through the clutter and make an impact, brands feel they have to outdo everyone
else, or themselves, and be outrageous. In fact, they feel compelled to be outrageous merely for outrageous sake. The problem,
of course, is that outrageous has many contexts – from shocking to shameless, hilarious to horrendous.
Having said that, I’m suggesting another methodology in which to grade these commercials. Instead of critiquing in a vacuum,
you really need to understand how brand managers, company executives and/or CEO’s are making such decisions – what
ulterior motives they may have – how they may be measured in their own jobs – how they may be building their own personal
brands. Corporate America, in some cases, does not foster the right environment or reward its people for doing the right thing.
But, in fairness, sometimes we as consumers don’t either.