“Why the Anomaly that is Super Bowl Marketing is a Justifiable Investment”

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during the Super Bowl, which initiate significant implications. The proof of effectiveness is obvious when observing statistics for the 2018 Super Bowl: • An average viewership of 103.4 million, escalating to 112.3 million at the end of the game. (Nielsen 2018) • 68% of homes with functioning T.V’s were tuned into the Super Bowl broadcast. (Nielsen 2018) • 170.7 million social media interactions across Facebook, Instagram, and Twitter. (Nielsen 2018) • Digital viewership of 2.02 million viewers a minute, a streaming record. (Nielsen 2018) • Price of 30 second advertisement maximized at $5.2 million (American Marketing Association) • Aggregate Super Bowl ad spending over 52 year history (1967-2018):$6.9 billion adjusted for inflation. (AdAge 2018) Granted, there are some viable concerns associated with Super Bowl advertising. Because of immense scrutiny, marketers need to be conscious of the impact repercussions of attempting to make a statement which backfires can have. Attending to and reconciling public backlash can be difficult and can severely damage brand perception. Negative news surrounding the NFL have also been hot topics of debate recently. However, while some of these issues may erode some viewership in the short run, as 2018 statistics minimally decreased from 2017, the future trajectory of the Super Bowl is not truly threatened. Actually, the New York Times (Maheshwari, 2018) explains how “In an era of cord-cutting and ad-skipping, the Super Bowl is a sweet salve for the nation’s marketers.” Because of the evolution of on-demand, marketers are forced to deliberate if T.V. advertisements are worth it, with one exception: live sports. The Atlantic (Thompson, 2013) portrays this concept perfectly, stating “But in a time-delayed video world, the biggest games still drive dependable live audiences, making sports rights the most valuable resource in the whole TV ecosystem.” The consequence of this reality: almost no one records on-demand sports to skip the commercials because we can’t avoid the social media buzz which chronicles how games develop. Because the love for sports will never expire, the Super Bowl will never become obsolete for marketers. At the end of the day, the Super Bowl is the marketing anomaly that has solidified its stranglehold as the pinnacle of advertising. The big game is so rooted into American culture that Super Bowl Sunday has become a holiday for millions across our great nation. As CNN Money (Disis, 2018) explains, “It\u27s simple. The NFL\u27s marquee event is TV\u27s biggest game in town, and nothing else even comes close.” Marketers who need to distinguish their brand as a supreme offering to secure competitive advantage over competitors (ahem, everyone) need to seize the moment. The habitual winners of Super Bowl advertising significantly elevate their status in the hearts and minds of the American people. My declared Super Bowl advertising champion, Anheuser-Busch InBev (responsible for Budweiser and Bud Light), absolutely dominates the American beer market. Super Bowl regulars undoubtedly think of Budweiser’s “Puppy Love” (2014) spot with the legendary Clydesdales or the dramatic “Bud Bowl” (1989-91) series when they crack a cold brew. My theory: it’s no mistake that the best in the Super Bowl advertising realm is also the “King of Beers” because of their supreme strategy and execution on the marketing gridiron’s biggest stage

Mission and space vehicle sizing data for a chemical propulsion/aerobraking option

Sizing data is presented for various combinations of Mars missions and chemical-propulsion/aerobraking vehicles. Data is compared for vehicles utilizing opposition (2-year mission) and conjunction (3-year mission) trajectories for 1999 and 2001 opportunities, for various sizes of vehicles. Payload capabilities for manned and unmanned missions vehicles and for propulsive-braking and aerobraking cases are shown. The effect of scaling up a reference vehicle is compared to the case of utilizing two identical vehicles, for growth in payload capability. The rate of cumulative build up of weight on the surface of Mars is examined for various mission/vehicle combinations, and is compared to the landed-weight requirements for sortie missions, moving-base missions, and fixed-base missions. Also, the required buildup of weight in low Earth orbit (LEO) for various mission/vehicle combinations is presented and discussed

Ozone profiles above Palmer Station, Antarctica

NASA's Goddard Space Flight Center/Wallops Flight Facility conducted a series of 52 balloon-borne measurements of vertical ozone profiles over the National Science Foundation (NSF) research facility at Palmer Station, Antarctica (64 deg 46 S, 64 deg 3 W) between August 9 and October 24, 1987. High resolution measurements were made from ground level to an average of 10 mb. While much variation was seen in the profile amounts of ozone, it is clear that a progressive depletion of ozone occurred during the measurement period, with maximum depletion taking place in the 17 to 19 km altitude region. Ozone partial pressures dropped by about 95 percent in this region. Shown here are plotted time dependences of ozone amounts observed at 17 km and at arbitrarily selected altitudes below (13 km) and above (24 km) the region of maximum depletion. Ozone partial pressure at 17 km is about 150nb in early August, and has decreased to less than 10nb in the minimums in October. The loss rate is of the order of 1.5 percent/day. In summary, a progressive depletion in stratospheric ozone over Palmer Station was observed from August to October, 1987. Maximum depletion occurred in the 17 to 19 km range, and amounted to 95 percent. Total ozone overburden decreased by up to 50 percent during the same period

Manned Mars flyby mission and configuration concept

A concept is presented for a flyby mission of the planet. The mission was sized for the 2001 time period, has a crew of three, uses all propulsive maneuvers, and requires 442 days. Such a flyby mission results in significantly smaller vehicles than would a landing mission, but of course loses the value of the landing and the associated knowledge and prestige. Stay time in the planet vicinity is limited to the swingby trajectory but considerable time still exists for enroute science and research experiments. All propulsive braking was used in the concept due to unacceptable g-levels associated with aerobraking on this trajectory. LEO departure weight for the concept is approximately 594,000 pounds

Burst annealing of high temperature GaAs solar cells

One of the major limitations of solar cells in space power systems is their vulnerability to radiation damage. One solution to this problem is to periodically heat the cells to anneal the radiation damage. Annealing was demonstrated with silicon cells. The obstacle to annealing of GaAs cells was their susceptibility to thermal damage at the temperatures required to completely anneal the radiation damage. GaAs cells with high temperature contacts and encapsulation were developed. The cells tested are designed for concentrator use at 30 suns AMO. The circular active area is 2.5 mm in diameter for an area of 0.05 sq cm. Typical one sun AMO efficiency of these cells is over 18 percent. The cells were demonstrated to be resistant to damage after thermal excursions in excess of 600 C. This high temperature tolerance should allow these cells to survive the annealing of radiation damage. A limited set of experiments were devised to investigate the feasibility of annealing these high temperature cells. The effect of repeated cycles of electron and proton irradiation was tested. The damage mechanisms were analyzed. Limitations in annealing recovery suggested improvements in cell design for more complete recovery. These preliminary experiments also indicate the need for further study to isolate damage mechanisms. The primary objective of the experiments was to demonstrate and quantify the annealing behavior of high temperature GaAs cells. Secondary objectives were to measure the radiation degradation and to determine the effect of repeated irradiation and anneal cycles

Receipt from Crichton Brothers to Robert Goelet

https://digitalcommons.salve.edu/goelet-personal-expenses/1238/thumbnail.jp

Fortran 4 program for two-impulse rendezvous analysis

Program determines if rendezvous in near space is possible, and performs an analysis to determine the approximate required values of the magnitude and direction of two thrust applications of the upper stage of a rocket firing. The analysis is performed by using ordinary Keplerian mechanics

Pre- and post-zygotic isolating barriers in Silene

Thesis (Ph.D.) - Indiana University, Biology, 2010How boundaries are maintained between closely related species is one of the central questions in evolutionary biology. I addressed three questions regarding how species boundaries are maintained in closely related species of Silene. First I tested whether pollinator-mediated selection for particular floral traits shapes the phenotypes of S. latifolia and S. diclinis, thus contributing to pre-zygotic isolating barriers. These two species occur sympatrically and cross successfully in the greenhouse, although hybrids between the two have not been observed in the wild. I tested for both differential visitation and seed set using F2 hybrids to understand which traits may be important for pollinator-mediated selection. Floral visitors preferred short flowers during the day and tall flowers at night. Larger flowers were more likely to be predated at night. These results suggest that differential visitation by pollinators has shaped floral traits and that selection by pollinators may contribute to reproductive isolation between these two species in nature. Second, I investigated whether Haldane's Rule applies to plants. Haldane's rule states that in the F1 hybrid generation between two species, the heterogametic sex (e.g. XY) is more likely to be rare, absent, or sterile, thus providing a post-zygotic isolating mechanism. Haldane's rule has been observed in over 250 species of animals, but has not been documented in plants. Silene latifolia, S. diclinis, and S. dioica, are unique in that all three are dioecious with heteromorphic sex chromosomes. Males are heterogametic, although the sex chromosomes are relatively young. Male F1 hybrids exhibited rarity and sterility, extending Haldane's rule to plants. Finally, to further investigate what might cause chromosomal incompatibilities between S. latifolia and S. diclinis I used solid staining techniques to look at the sex chromosomes. Unlike S. latifolia or S. dioica, S. diclinis has neo-sex chromosomes. This is likely the result of a reciprocal translocation between the Y-chromosome and an autosome. Because S. latifolia and S. diclinis successfully produce viable F1 hybrids, the neo-sex chromosomes of S. diclinis must be able to pair with species that do not have neo-sex chromosomes. Using solid staining techniques, we observed the arrangement of the X, Y, and neo-sex chromosomes in both pure species and hybrids. We found that the neo-sex chromosomes found in S. diclinis can be inherited across species and are not an absolute barrier to hybridization between S. latifolia and S. diclinis at the F1 generation. The results of these studies suggest that multiple pre- and post-zygotic barriers are important for maintaining species boundaries in dioecious Silene