English to Russian Marketing Advertising / Public Relations

Доброго времени суток.

For advertisers, the combination of total eyeballs and focused attention is marketing nirvana. Not only do Super Bowl ads get more attention than other ads—experts begin a running commentary weeks before the actual game—but brands get a certain marketing cred just for showing up. A Super Bowl spot gives companies and their anointed ad firms a cachet that can’t be bought.

Except, of course, it can be bought. That’s the point.

And in 2014, the ads were running at a record-high $4 million per thirty-second spot. Even with all those eyeballs, that’s a high price tag when there really isn’t clear evidence that Super Bowl ads lead to sales. Volkswagen ***claimed to get $100 million in free publicity*** from its admittedly awesome ad featuring a kid dressed as Darth Vader (yes, sometimes a Darth Vader costume can work in a brand’s favor), but calculating return is tricky at best. And even if you can do the math, an ad in the big game is still a gamble. Get it wrong, and you lose millions of dollars. More importantly, get it really wrong, and you lose face in front of a hundred million people. As with the oddsmakers, for the advertisers of the world, the Super Bowl is one big bet.

Спасибо.