Promotion and
The Super Bowl
Marketing Project
Instructions: Using the information from the class discussion of the promotional mix and information found from Internet
research, and research gathered through personal observation, students will complete the following activities in class. All
class activities within this project are to be completed individually. The PPT presentation assignment may be completed
with a partner or individually.
I.
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Visit the following website: http://www.tvweek.com/news/2012/12/whos_buying_what_in_super_bowl.php
as well as other websites that provide information about companies who have purchased advertising for the
upcoming Super Bowl. Select one business from the list of companies who will be advertising that you will
research. Each group or individual must select a company that is NOT being researched by any other group
in the class. Find the following information about the company:
Has the company advertised during the Super Bowl in the past?
If so, what is the company’s advertising history with the Super Bowl? If not, why did the company decide to launch
into a pricey advertising campaign during Super Bowl?
Have you ever seen commercials for this company on television- other than the Super Bowl? How often and what
time and event slots? If not, what other media besides broadcast advertising did the company use in the past for
advertising?
What specific product is the business advertising?
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II.
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III.
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Visit the website of the company that you have selected and use other research from the Internet or trade
journals to find the following information:
Conduct basic research on the company and the products and services it produces. Identify the different brands of
this company.
Identify the promotional mix of an existing product or service produced by this company. Be specific with an example
of each element of the promotional mix.
After viewing the website and studying the company’s approach to promotion, create an advertisement for the product
you selected above and prepare an advertisement that encompasses knowledge of the marketing mix. Apply the
knowledge learned in class in preparing a print ad.
Based on the research you have found about this company and its products or services, write a press release for that
company. . Apply the knowledge learned in class in preparing a press release.
Watch the Super Bowl on Sunday, February 3, 2013, at 6:30 p.m. on CBS. If unable to watch, view the ads
online during the class block following Super Bowl Sunday. Observe the advertising for the company that
you selected. Determine the following:
What is the ad trying to convey?
Who is the target market for this ad?
Is the ad institutional or promotional? Explain
What is approach that the ad uses to draw in the consumer? Does the ad use humor or invoke emotion or does is
specifically try to sell the product? Does the ad compare a product to another company? Is it “shock-value” or some
other method to remember the product? What is the purpose of the ad?
How does the type of advertising fit with the image and promotional mix that you discovered on the company’s
website?
How does this company’s ad compare to other ads? Better, worse, it was ineffective?
What do you think are the company’s advertising goal(s) in the Super Bowl ad? (Create goodwill? Promote a new
product? Give life to an old product? Introduce a new company? etc.)
In your opinion, with the amount of money spent for this one evening of advertising, accomplish the objective of the
company’s advertising goals?
Calculate the total amount that the company spent in airing advertisements during the Super Bowl.
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IV.
Students will compile this research into a brief power point presentation. Students will be allowed to work
with a partner to prepare and deliver the PPT presentation. Teams must complete the PPT together in class
on Feb. 4th and Feb. 5th. The presentations will begin on Tuesday, Feb. 6th and Feb. 7th. Any students who are
absent on the day that groups prepare the PPT presentation will need to prepare and deliver their PPT
presentation individually.
Companies/Brands Advertising in Super Bowl:
Anheuser Busch, Audi, Axe, Best Buy, Cars.com, Chrysler, Coca-Cola,
Century 21, Frito Lay, Gildan, Go Daddy.com, Hyundai, Kia, Lincoln, M&M’s, Mercedes Benz, Milk PEP,
MIO, Oreo, Paramount Pictures, PepsiCo, Samsung, Skechers, Soda Stream International, Taco Bell, Tide, Toyota,
Universal Pictures, Volkswagen, Walt Disney Pictures, Wonderful Pistacios
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Summary of Assignments and Due Dates:
Students are to complete and submit for grading, the following assignments throughout this project
by the dates below:
Assignment # 1: Identify the promotional mix of an existing product or service produced by this company.
Be specific with an example of each element of the promotional mix.- Complete in class on Jan. 22-23.
Due at the end of the class Jan 22 or 23. 50 Points
Assignment # 2: Prepare an advertisement that encompasses knowledge of the marketing mix- Complete
in Class Jan 24-25. Due at the end of class Jan 24 or Jan 25. 50 Points
Assignment # 3: Prepare a press release for the company that you are researching. Complete in Class
Jan. 28-29. Due at the end of class on Jan 28-29. 50 Points
Assignment # 4: Analyze the Super Bowl advertisement for the selected company. Complete in Class on
Feb. 4 or Feb. 5. Due Feb. 4 or Feb. 5
Assignment # 5: Deliver PPT presentation in class about the company and advertising during Super Bowl.
Due Feb. 6 or Feb. 7. 100 Points
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PPT Presentation Rubric
Promotion and the Super Bowl
Criteria Evaluated
Overview of the company
selected and the product
/service being advertised
and the company’s
participation in the Super
Bowl.
(Maximum 20 Points)
Identify the product that
the company is advertising
and explain how this
company applies the
promotional mix to this
product.
(Maximum 40 Points)
Exceeds Expectations
Goes beyond what is
expected. Demonstrates
a commitment to
excellence and has
shared information based
on research that is
superior in quality. All
concepts are accurately
applied. Creativity and
critical thinking skills
evident.
(Must meet to earn 95100)
20 Points
19 Points
Above Average
Demonstrates
initiative to include
information that is
above what is
expected. Critical
thinking skills are
evident. All concepts
are accurately applied.
40 Points
39 Points
38 Points
37 Points
36 Points
35 Points
(Must meet to earn
94-90)
18 Points
5
Meets Expectations
The quality of work is average.
Application of terms or
concepts is accurate. No
additional research or critical
thinking is demonstrated
beyond just doing what was
requested. There is no
initiative to do more than what
is requested.
(Must meet to earn 89-70)
17 Points
16 Points
15 Points
14 Points
34 Points 33 Points
32 Points 31 Points
30 Points 29 Points
28 Points
Below Expectations
The quality of work does
not meet what was
requested. There are
errors in application of the
concepts, or there are
omissions that are
important. Critical thinking
and creativity are not
evident. The work is substandard.
(Fails to earn points to
earn above 70 overall.)
13 Points
12 Points
11 Points
10 Points
27 Points
25 Points
23 Points
21 Points
26 Points
24 Points
22 Points
20 Points
Criteria
Exceeds Expectations
Above Average
Meets Expectations
Below Expectations
Demonstrate and analyze
the broadcast ad that was
promoted during the Super
Bowl. Identify the target
market for the ad and
explain how the ad reflects
the effort to reach that
market.
(Maximum 20 Points)
Identify the total
advertising cost that was
spent for Super Bowl ads.
(Maximum 10 Points)
Professional Presentation
Using PPT and Oral
Presentation Skills
(Max. 10 pts)
20 Points
19 Points
18 Points
17 Points
16 Points
15 Points
14 Points
13 Points
12 Points
11 Points
10 Points
10 Points
9 Points
8 Points
7 Points
6 Points
5 Points
10 Points
9 Points
8 Points
7 Points
6 Points
5 Points
Total Score:_______________
Comments:
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