Super Bowl: cinq mythes entourant les publicités

Le Super Bowl est un des événements les plus suivis sur la planète et on nous informe régulièrement des sommes astronomiques dépensées par les entreprises pour trente secondes de publicité pendant le match. Dans le Washington Post de ce matin, David Griner s'attaque à cinq mythes entourant ces fameuses publicités.

 Je vous laisse un extrait:

 "1. A Super Bowl ad isn’t worth the cost.

Super Bowl ads don’t come cheap. This year, the price tag is $4.5 million for a 30-second spot — and that covers just the fee paid to the network hosting the game. Millions more can be spent on celebrity appearances, music licensing, agency fees and production.

And to what end? “Most of them don’t work,” marketing professor Ira Kalb of the University of Southern California wrote in the Huffington Post. “They cost a lot and produce questionable returns to those that pay for them.” On Thursday, NPR’s Shankar Vedantam declared, “These companies are either getting ripped off or they are ripping themselves off.”

 It’s true that some studies have shown that as many as 80 percent of Super Bowl ads don’t increase purchases and that people have a hard time recalling the brand associated with a Super Bowl ad they watched. But on balance, the numbers indicate that a Super Bowl ad is worth the investment for the companies that can afford it — assuming the commercial is any good.

http://www.washingtonpost.com/opinions/five-myths-about-super-bowl-ads/2015/01/30/ce65379a-a744-11e4-a7c2-03d37af98440_story.html?hpid=z3