Super Bowl Advertising

Depending on the commercial a company uses, will either make or break them. They have to take into consideration the type of consumers who watch the Super Bowl. Consumer behavior is the main concept these companies need to remember when designing their commmercials. These companies need to visualize the different ways consumers get together and watch the Super Bowl. They have to remember that not everyone is male and drinking beer. Many women and children watch the Super Bowl. As with my family, we watch it with a few other families who also have children. So I wouldn't appreciate it if any of the commercials were vulgar and not meant for children's eyes.

I chose careerbuilder.com as the company who advertises during the Super Bowl game since it is my children's favorite Super Bowl commercial. They really get a kick out of the monkeys. In 2007, careerbuilder.com created 3 different advertisements during the Super Bowl game. This was up from only 2 in 2006. They decided to increase it because in 2006, career builder made their money back within 3 weeks. They were extremely happy with the results. In all of their commercials, they utilize the monkeys driving the person crazy.

Career builder uses marketer-inducred problem recognition to catch consumers' attention. Problem recognition is when a company gets a person to believe they have a problem even if they don't.

Their media stratgey makes people really think about their current job position. WIth using annoying monkeys as their stratgey, consumers can visualize that is how their co-workers really behave at work.

Career builder also uses consumers' moods as a media strategy. They have created a funny commercial with will sit right with consumers because when a person thinks about the Super Bowl; they think about fun.

I believe career builder chose an excellent choice in utilizing commercial space during the Super Bowl. Consumer behavior takes shape because their are a lot of people who live to see the Super Bowl and even more who anticipate the commercial.