The Super Bowl of Advertising: How the Commercials Won the Game - Hardcover

Bernice Kanner

3.67

9 ratings by Goodreads

9781576601310: The Super Bowl of Advertising: How the Commercials Won the Game

Hardcover

ISBN 10: 1576601315 ISBN 13: 9781576601310

Publisher: Bloomberg Press, 2003

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The Super Bowl is not just the crowning glory of football. It is the ultimate arena for advertising-- the most watched, most anticipated, most expensive, most influential venue for major-league television commercials. It is the place for advertisers to be seen and to showcase their best work to some 800 million viewers around the world and is of intense interest to advertising, marketing, and branding professionals. Many tune in just for the ads, which cost millions to produce and air. From the Bud Bowl and "Whassup?" to "Mean" Joe Greene and Michael Jordan, the commercials have tickled the nation's funny bone and tugged at its heartstrings. The commercial spectacle has grown in magnitude along with the same itself to become an integral part of the annual event. This book is a tour of that advertising evolution--nothing the triumphs and embarrassing flops, lassoing behind-the-scenes stories of ads that are significant--because they broke new ground, inaugurated a major campaign, defined a new movement, set a milestone, or reflected life t the time in a unique way. Illustrated throughout with color stills from the commercials, "The Super Bowl of Advertisingwill bring back memories and remind us of how, for many, the commercials are the best part of the game.

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About the Author:

Bernice Kanner is a marketing expert with Bloomberg L.P., a columnist for "ScreamingMedia", and a regular contributor to Oxygen.com. She has appeared as a marketing expert on "CBS Morning News," ABC, and ESPN, and from 1981 through 1994 she wrote the award-winning "On Madison Avenue" column appearing in "New York Magazine."

From Publishers Weekly:

This breezy and entertaining book provides a look at how advertising on America's most watched television program-the Super Bowl-has changed over the past 36 years. Kanner, former "On Madison Avenue" columnist for New York magazine, offers delightful tidbits about the commercials, the products and the executives responsible for choosing the ads. Who would believe that there were some 30,000 unsold seats at the first Super Bowl, in 1967, and 60-second spots sold for less than $100,000? Today, with more than 750 million viewers around the world, advertisers pay more than $2 million for 30-second spots. Presenting anecdotes about the ads along with illustrations, Kanner takes readers through time as she discusses such classic lines as "Schaefer is the one beer to have when you're having more than one" and "take it all off" in reference to Noxzema shaving cream. In an amusing piece, "Fossil Fuel," Kanner recounts a popular animated commercial that occurs inside a natural history museum at night: "The bones of a giant tyrannosaurus stir to life, awakened by the intoxicating smell of McDonald's fries. The T-rex sets off to find them. When a dozing guard realizes that Dino wants his dinner, he playfully makes it do tricks, doling out fries as training bait." Particularly insightful is "the dot-com bowl" chapter about the 2000 game. Several Internet companies spent millions of their IPO money on their ads-in vain, as the corporations were out of business by the end of the year. General business readers as well as industry insiders will appreciate the behind-the-scenes look at their world.
Copyright 2003 Reed Business Information, Inc.

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