Super Bowl 2021

MKT 3328

Chapter 15 Integrated Marketing Communication (IMC)

Deliverables

By now, you should have reviewed this week’s required reading/watching material and

understand the important concepts.

• Due: April 26 (Monday), 11:59 pm

• Typed; Times New Roman 12 font, double spaced, 1" margin

• Submission link is available under "4/22_Super Bowl 2021" course tool on

Blackboard.

• Correct spelling, grammar, and punctuation are expected and will be considered in the

grading. Grading will be based on both the content and presentation of information.

• References: If you have used any sources for this assignment, you should cite them in

your paper using APA format.

https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_style_introduction.html

2021 Super Bowl Advertisements

Current trends in advertising seem to favor the non-traditional; and yet, as an advertising event,

the Super Bowl enjoys more success than ever. Perhaps that is because more than any other

television event, the Super Bowl has emerged as the perfect traditional advertising vehicle for

promoting for new trends in social media, public relations, and other growing forms of

promotion.

Supportive Materials:

o WSJ (2021, February 3). The Return on Investment for 2021 Super Bowl

Ads. Retrieved from https://www.wsj.com/articles/the-return-on-investment-for-

2021-super-bowl-ads-11613730600

o Adage (2021). Super bowl commercials – 2021. Retrieved from

https://adage.com/SuperBowl2021Reviews

o Adweek (2021). Super Bowl LV Ad Tracker: All About the 2021 Commercials.

Retrieved from https://www.adweek.com/brand-marketing/super-bowl-lv-ad-

tracker-2021-commercials/

o Business Insider (2021, February 8). The 10 best and worst Super Bowl

commercials. Retrieved from https://www.businessinsider.com/best-worst-super-

bowl-commercials-ads-2021-2

[Questions]

1. How much do advertisers pay for a 30-second TV commercial during the Super Bowl?

For what reasons are some advertisers willing to pay that much to run an ad during the

Super Bowl?

2. Approximately how many viewers watch the Super Bowl every year? How does that

audience size compare to other major TV events?

3. What was your favorite Super Bowl ad this year? Why did you like it (in relation to

advertising appeals – humor, fear, persuasion, etc.)?

4. What factors determine whether Super Bowl commercials are worth their cost? Which

factors have played the biggest role in changing the dynamics of Super Bowl advertising

in recent years (e.g., cost, social media, and PR)?