Identifying Target Audience Key in Advertising Value

The Super Bowl presents a dream advertising opportunity in terms of exposure. Each year the number of Super Bowl viewers continues to climb, with this year’s Super Bowl drawing the most with more than 114 million viewers. For many people, part of the Super Bowl attraction is the commercials—one of the few times that people enjoy commercials. This is why some companies save their best creative ideas specifically for the Super Bowl. Viewers especially like humorous and inventive commercials because the Super Bowl provides a fun environment. Football fans spend weeks planning for their parties to watch the biggest football game of the year. Therefore, when a sober commercial airs, it deflates a festive atmosphere.

This is what happened when Nationwide’s commercial centered around the death of a child aired. Dubbed as one of the worst and most depressing commercials in Super Bowl history, Nationwide’s child safety commercial did not evoke a positive response. In fact, the backlash on social media was fast, fierce, and bountiful. However, even though the Super Bowl crowd didn’t like the commercial, sometimes negative publicity can still build recognition. After all, Nationwide’s commercial sparked conversations around the nation, even if the conversations were based on frustration that the commercial ruined the party atmosphere. Because of the commercial, the Nationwide brand surfaced everywhere through conversations, social media, news broadcasts, and others.

Yet, in Nationwide’s case, the negative publicity may have hurt the company’s brand image. Two weeks after the commercial aired, the company’s brand advocacy dropped significantly by 38 percent. While negative publicity can sometimes garner attention, when the negativity evokes personal feelings, the outcome can be harsh. For instance, when a professional athlete receives negative attention for breaking the rules, the incidence may spark anger or disappointment from fans. However, an athlete’s behavior doesn’t personally affect fans. On the other hand, Nationwide’s commercial hit a personal button, especially for people with children. It brought up a circumstance that is a parent’s worst nightmare—one nobody wants to talk about, especially during a “party.” For this reason, Nationwide may have chosen the wrong moment to air its commercial.

Because of the high level of negative attention, Nationwide came out with a statement defending its decision. While the company claims it was trying to raise awareness instead of revenue, spending $6.75 million for a 45-second commercial is a big risk to take for introducing a sober issue and not sell a product. Even if the audience understands the importance of making homes safe for children, the overall tone and timing just rubbed millions of people the wrong way. Viewers often remember Super Bowl ads for their presentation, not so much for their persuasion. Therefore, although Nationwide’s commercial may have captured millions of viewers, getting them to act is harder to accomplish.

While Nationwide was trying to do a good thing, playing its commercial to the Super Bowl audience missed the mark. In fact, the company is debating on whether it will air the commercial again. Nationwide’s commercial may have had better reception at a lower cost if the timing and audience were on target. It is likely that Nationwide will not see big changes in its membership and sales based on this commercial. However, this incidence shows how important the audience is for advertising motives.

Christina Aguilera Masters Value Retention Through Versatility

It’s no secret that celebrities make more money compared to the average person. However, they often pay a big price in return for their fortunes. Their lives, flaws, and mishaps face constant public scrutiny. The life of a celebrity is intense as career pressure and demand can become overwhelming. Some celebrities succumb to the pressure via substance abuse, depression, and more. It becomes especially difficult when a celebrity’s reason for fame starts to falter. For instance, an Oscar winning actress may act in a series of movies that bomb, which begins to discredit her acting ability. Living a celebrity dream is one that is hard to make long lasting. People age. Tastes change. This is why celebrities sometime have to become versatile and find other ways to stay in the limelight to retain their value. Such is the case with many divas including Christina Aguilera.

Many of the divas today face big challenges in the music industry, thanks in part to digital access and streamlining music stations. Singers Jennifer Lopez, Mariah Carey, and Christina Aguilera have all faced lackluster sales with each consecutive album in the last decade. Back in the day, consumers had to buy entire albums; whereas today, they can download one song at low or no cost. Thus, musicians have to make up for lackluster sales in other ways. One of the biggest ways is through concert tours and performances. However, it’s been nearly a decade for Aguilera since her last tour, which was the Back to Basics 2006-2007 tour. Since then, she has produced two other albums, for which sales dropped with each successive album.

Despite Aguilera’s lack of concert tours and poor album sales, she remains worth $130 million according to Celebrity Net Worth. Her secret is her versatility. She is a judge on The Voice, which has an average viewership between 12 and 15 million. She has her own perfume line and has endorsed a variety of products including Pepsi, Coca-Cola, Skechers, Mercedes-Benz, and more. In 2010, she debuted as lead actress in her first movie Burlesque. In 2009, she became a spokesperson for World Hunger Relief. In addition, she has supported a host of charities including AIDS Project Los Angeles, Defenders of Wildlife, Red Cross, and many more. For her philanthropic efforts, she was recognized with the NCLR Special Achievement Award. She has also earned a Hollywood Walk of Fame star, six Grammys, the People’s Voice Award, and so much more. But all of these are things that she has done in the past. She has so much more to offer.

Recently, Aguilera showcased a hidden talent by playing “Wheel of Musical Impressions” on the Tonight Show Starring Jimmy Fallon. Aguilera performed musical impressions of Cher, Britney Spears, and Shakira. The performance went viral, with one YouTube version of the clip at more than 27 million views. But this isn’t the first time Aguilera has showcased her ability to impersonate. As a guest on Saturday Night Live, she also did an impression of Kim Cattrall’s Samantha character from Sex and the City. She recently accepted a role in a few episodes on the musical drama television series Nashville. She is also set to produce a television series about Las Vegas entertainers called Hearts and Clubs. In addition, she plans to record a new album. Exposure and surprises like these will keep people talking about Aguilera and her potential for a long time.

It appears that Aguilera isn’t going anywhere but forward. While her music career could use a boost, the fact that she doesn’t give up on her music and tries new things will help her remain marketable. So far, she has become a philanthropic leader, a well-known singer with one of the most powerful voices in music history, an actress, a producer, a host on a highly rated television show, a business owner, and an impersonator. Aguilera’s ability to stay in full view of the public and showcase her many talents helps her retain value.