MGMC30H3 Lecture Notes - Lecture 6: Virtual Community
Document Summary
Superbowl - nation"s largest & highest rated tv program. Paper argues that despite the fragmentation of viewing audience, the super bowl is an event in itself competitive edge o. Talks abt the marketing and social environment that helps it maintain the. Superbowl is not only abt the game, but about the social dimension of the event o o. Abt the excitement, emotion and experience of watching with family/friends is priceless. Major question of whether the ads are worth the big money. Ppl don"t watch commercials as they used to. Abt 35% of ppl talk abt the super bowl ads at the water cooler on monday. Advertising works best on innovators & early adopters & not as well with early majority buyers, most of the viewers. For majority buyers, word of mouth is important & from peers is the preferential mode of getting info than 10x of mass communication. Buzz around game, half-time show, and the ads.
