NBA, Ads Aimed at Your Heartstrings
Jan 26th, 2011 by evany
As I was browsing through some of the class blogs I came across Tim Tong’s blog and one specific post definitely caught my eye. His post on the NBA and there ads was what sparked my interest.
Like Tim I have a soft spot for the sport of basketball. Part of this comes from playing basketball throughout my high school career. However this also comes from the need for me to watch every high school, college and NBA game possible (see picture above, I’m the one leaning over on the left) and now the desire to keep my passion alive through coaching a Grade 8 boys team at Clayton Heights Secondary in Surrey.
But back to the important part, how does the NBA tap in to the market of such people as myself or just general sports fans to create active viewer ship. Tim stated that the NBA effectively created the “Where Amazing Happens” campaign which successfully increased the amount of active watchers of NBA games. When he mentioned this it made me think of the specific “There Can Only Be One” group of ads in this campaign. Here are a couple examples of a few:
He mentioned that these ads applied the affective component to attract consumers however these specific ads also factor in the cognitive component do to them aiming at raising its largest profit area, playoffs.
The way these ads address the affective component is through the rawness of the what the athletes are saying in the ads. Another factor would be because they show the superstar athletes, the ones that have the most inspirational or role model aspects. These two main aspects create an attachment by the watcher giving the attachment to the brand itself. For the cognitive component they address only the information that the consumer would need, when playoffs begin. Despite this tidbit of information being small it helps the consumer understand just what they need to know.
These ads do just what they need to do and it is proven through the statistical evidence from Tim’s Blog.