Are Your Ads Well Recognized or Just Well Liked?

The good news in today’s post is that Nielsen recently released a report on the Superbowl’s most popular and more recalled ads for 2011. The bad news is that there is a fairly large discrepancy between the popularity of a commercial and its connection with a brand name. The most popular commercial of the superbowl this year was the Little Darth Vader Starts Car commercial from Volkswagon (see below) that’s a big deal for Volkswagon, but, the problem is that after watching the commercial few fans were actually able to identify the brand associated with the commercial. In terms of brand recall, the commercial doesn’t even rank in the top 10, whereas the Doritos “Pug Knocks Down Door” commercial (also below) has the best brand recognition but didn’t make it in to the top 10 most popular.






What’s the problem here? The problem is that it doesn’t matter how likeable or entertaining your commercial is if no one associates it with your brand. The entire purpose of a commercial is to advertise your company and if it isn’t doing that, then what’s the point in spending millions of dollars creating it? When it comes to commercials, advertisements and any other marketing campaign, you need to be able to make your brand stand out. Overshadowing or forgetting about your brand’s identity because of a flashy commercial or campaign, won’t be as effective has having a campaign that emphasizes your brand.

You can view the full list of most popular and most recalled commercials on Advertising Age's website here.

Posted by Amberlie Denny at February 9, 2011 8:45 AM

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