Superbowl ad strategy placement for Coke Zero - Assignment Example

Marketing Despite being ready to place an ad for Coke Zero during the Super Bowl, this was not possible because Pepsi already had an exclusive agreement with CBS for the soft drinks segment. This means that it will be impossible to get an ad placement at CBS. However, it is possible to get ad exposure during the game and afterwards through an ambush marketing strategy (Zikmund & DAmico 49). In this case, Coca Cola will attempt to advertise Coke Zero in connection with the Super Bowl, despite not being the official sponsor.

This concept has gained prevalence for large sporting events, especially those attracting international and national attention (Zikmund & DAmico 50), and can be used to promote Coke Zero. Coca Cola could connect themselves with one of the teams playing, and have some of its fans wearing jerseys with sponsorship that does not refer directly to the event (Scaria 23). Coke Zero will take advantage of the fact that most Americans do not show up to their workplaces the day after the Super Bowl, while some arrive late.

Thus, Coke Zero should launch a campaign on twitter called #Zero Monday, which would be emblazoned on the fans’ jerseys. The viewers would then be directed to the Coke Zero website on searching the term. Coke Zero should launch a campaign to get the day after Super Bowl declared a Federal holiday using fans of a specific team. Some fans could be placed in the crowd with placards inviting citizens to give ideas through twitter on how to turn #Zero Monday into reality using this hash tag. Coke Zero will then seek to tie the campaign to an effort aimed at giving fans of the chosen team a day off, in which they will either mourn, or celebrate the defeat or success of their team.

Low Nielsen ratings are bad news for any TV station that makes money out of advertising (Sissors 56). Therefore, for the Tulsa NBS affiliate with low ratings, it is crucial to spike their ratings in order for them to get ad placements from the Ford automobile dealership. One such way is to run special promotions and contests during the week in which Nielsen is due to conduct its sweeps. This will be aimed at spiking the ratings, which will convince the ford dealer that there are just as many people watching the station as other competitors.

For example, the TV station can urge its viewers to note the programs being watched in their households, which will encourage households that have Nielsen diaries to watch shows on their channel. The station could also mark the four months during which ratings are held on their calendar, ensuring that their best programming is done during this period (Sissors 57). The station will then offer cliff-hanger episodes, special guests, and other devices aimed at getting a larger audience to watch a specific show.

It will be essential to know the audience, in order to sell ad space to the Ford dealer. The Ford dealer will be looking for TV shows with people who might want to buy cars. Therefore, the best spot to bump sweeps ratings will be the morning newscast, which are mostly watched by business professionals, as well as, the evening news, which are watched by the same professionals. By showing the Ford dealer that there are just as many people watching the newscasts as other stations, the dealer will buy ad space to run during these newscasts.

Works CitedScaria, Arul. Ambush Marketing: Game within a Game. New Delhi: Oxford University Press, 2013. Print. Sissors, Jack. Advertising Media Planning. McGraw-Hill, 2012. Print. Zikmund, William. & DAmico, Michael. Marketing. New York: Wiley, 2013. Print.