Where Are All the Good Marketing Campaigns?

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Jan. 15 (Bloomberg) –- Pivot Acquisition Corp. Chairman and Former Apple CEO John Sculley discusses the changes in consumer marketing and how buying a superbowl ad today doesn't have the same effect it did years ago with Emily Chang and Stephanie Ruhle on Bloomberg Television's "Street Smart." (Source: Bloomberg)

Before cable television.

So only the people in honolulu saw it.

A lot of changes have been made in the way we are marketed to.

But are there any really extra dairy campaigns right now that you can identify with that you can say where's the beef or eye makeup or?

-- or i'm a pepper?

I really can't. we had the pepsi challenge and then the 1984 commercial that launched the imac.

It is all about big ideas.

Now it is marketing that a nation.

How do you break through?

Today, it is all about connecting to the person exactly when they are about to make the purchase in the store and give them a coupon.

It is a completely different way of marketing than the way we marketed back in those days of great thematic campaigns.

Speaking of a not different way for marketing -- super bowl, $4 million for 30 seconds.

Would you buy that?

Nokia but i -- no.

But i did what -- but i did buy one for $1 million back in 1984. the world changed.

Today, you can do things with social media.

You can do things with online experiences where you connect to people and build up loyalty over time.

So you are really looking for innovative ways that are as out- of-the-box today as the 1984 pepsi.

How about hosting the -- the halftime show, which is what you see is doing.

That is an idea, but it has been around for decades.

Let me ask you a question.

Who sponsored the halftime show last year?

I don't have a clue.

That is the point.

Would you buy a product because they sponsor the halftime show?

I can remember madonna did the halftime show in dallas.

This year, it will be bruno mars.

But can you honestly say you know who it is?

No caps on im basically going to be a bigger beyonce fan because she is doing the halftime show.

But because of groupon and all

This text has been automatically generated. It may not be 100% accurate.


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