GoDaddy.com has turned heads over the past few years with its raunchy, random Super Bowl advertising. To its credit, GoDaddy.com has stood out against behemoth advertisers - but do consumers know what product or service is being sold? Andrew Graff takes readers on a tour of a brand’s advertising objectives and motivations when it comes to the Super Bowl.

From the article:
According to Andrew Graff of Allen & Gerritsen, a Super Bowl appearance is a good way to change [low consumer awareness]. With “100 million captive viewers” and a bevy of media coverage devoted to Super Bowl ads, any company that shells out for airtime is going to get noticed.

But a marketing campaign cannot thrive on Super Bowl ads alone. “You have to make sure you have a strategy behind the one-time event,” Graff said.

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