Introduction
In the contemporary world, marketing plays a vital role in business management and can directly influence the values of the organization. At present, there are various advertisement strategies and techniques that aim to expand the clientele base and improve the quality of promotion. Therefore, it is essential to continually work on marketing research and propose innovative methods that might enhance the existing frameworks. The current work attempts to review the article concerning Super Bowl advertisement and demonstrates its relevance to the marketing class.
Summary of the Article
The article is titled Conventional and Social Value Marketing Strategies Used in Super Bowl Advertisements, and its primary objective is to analyze various marketing strategies used in the preparation for the event. The authors intend to research the 2016-2019 Super Bowl advertisements to find out what methods and techniques are primarily used by the companies (Estrada & Brown, 2021).
Initially, Estrada and Brown introduce a theoretical background including the existing marketing frameworks (2021). They comprise the introduction of celebrities in the advertisement, appeal to the sex and gender of the target audience, and the significance of emotions in the promotion of the product (Estrada & Brown, 2021). Consequently, the authors discuss how each of these methods is used in conventional marketing and demonstrate their effectiveness (Estrada & Brown, 2021). Overall, the theoretical background of the article transparently demonstrates some of the advertisement strategies that are frequently utilized in marketing.
For the empirical part of the study, the authors have chosen a mixed approach of qualitative and quantitative models to find out which of the aforementioned methods are applied in Super Bowl advertisements. They include a content analysis of 2016-2019 commercials and a review of the target audience (Estrada & Brown, 2021). Since the overall number of advertisements exceeds the limitations of the research, the authors have taken a sample of 10% from each year in the respective period (Estrada & Brown, 2021).
The qualitative findings demonstrate that each of the aforementioned methods has been utilized in the advertisements, including celebrity appeal, and gender representation (Estrada & Brown, 2021). Furthermore, the authors have also found that recent marketing methods frequently use social value strategies (Estrada & Brown, 2021). This term refers to diversity concerns, cultural and religious agendas, and other relevant social issues. As a result, the findings have shown that conventional marketing methods are still utilized in Super Bowl advertisements; nevertheless, the social value strategies are continually increasing in number.
Relevance to Marketing Class
The article is relevant to the marketing class due to its primary subject and academic nature. The authors have transparently explained the theoretical background of the paper utilizing some of the most prominent marketing terminologies. Besides the academic knowledge, Estrada and Brown have also demonstrated the basics of empirical research in the sphere of marketing, including the principles of sampling, qualitative and quantitative research, and content analysis. This information is highly relevant to the marketing class and might be consequently used for personal research.
Conclusion
Summing up, the current paper has summarized the article concerning Super Bowl advertisements and proved its relevance to the marketing class. The analyzed study demonstrates the primary methods of advertisement, such as appealing to the target audience and explains the principles of qualitative and quantitative research. The authors have also provided the theoretical background of prominent marketing strategies and have applied this knowledge to empirical studies. Overall, the analyzed article is a great example of academic research and might be used in a marketing class to demonstrate the principles of advertisement.
Reference
Estrada, J., & Brown, G. (2021). Conventional and social value marketing strategies used in Super Bowl advertisements. Journal of Student Research, 10(1), 1-14.