Millions of people watched the Super Bowl in January, with many not knowing the difference between a first down and a touchdown. But the networks and advertisers couldn’t care less about the viewers’ sports knowledge. The latter was more than eager to take advantage of the opportunity – at $3 million-plus per ad – to put their companies, products or services in front of a captive audience’s eyes.
Many of these company ads didn’t introduce or discuss the quality of its product or service. They didn’t say their chips tasted better or their cars drove smoother or their beverages had superior flavor. It was mostly about humor, name recognition, glitz, shock value or creativity.
So why would giant companies spend millions of dollars on advertising without trying to establish an image of product supremacy? It’s because they understand the power of repetitive exposures, or, what we call in the real estate, the power of a drip system.