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History:

Loosely translated, Wing chun means “beautiful spring time” and kuen means “fist” or “fist fighting style”. However, many people refer to the style as being “Wing chun”. This blending of hard and soft is due to the fact that it was developed by a woman and refined mainly men. It is also said that Ng Mui once observed a battle between a snake and a crane. From her observations sprang ideas on how to create this art. Mimicking animal movements is particularly common in Chinese martial arts.

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One of the most important techniques in Wing chun is “sticky hands”. Since Wing chun is a close-quarter system, it is potentially dangerous for the practitioners themselves, who are at risk of being hit, grabbed or kicked. This realisation has led to a particular method called “double sticky hands”.

Do advertisers have a fiduciary responsibility which extends to marketing investments? We believe that advertisers do have a fiduciary responsibility to their shareholders to maximize the ROI of all of their marketing investments, including those for ads in the Super Bowl. Using major investments as toys or making major financial decisions mostly by emotion is not responsible. Advertisers simply need to conduct their due dilligence as seriously with their advertising investments as they do in other areas of their business.    

Does this POV apply to media investments other than the Super Bowl? Definitely. Few companies are Super Bowl advertisers. The real point is that everyone should follow the ANA's recommendations and evaluate all of their major ad investments from an ROI perspective.

About the Author

Ron Geskey, CEO of 2020:Marketing Communications LLC, has over 30 years of senior account and media management experience at Leo Burnett, D'Arcy, Campbell Ewald and General Motors R*Works. He has a masters degree from Southern Illinois University, doctoral work at Texas Tech, and professional education at Northwestern, Wharton, and MSU.

About the Thumbnail Media Planner

Media technologies and information are moving at the speed of light. Understanding media has never been more important. Advertisers are demanding increased ROI. The largest TV advertisers recommend using more non traditional media– due to their concerns that television advertising effectiveness is declining sharply. And many are concerned about the inexperience of many who are entrusted with investing billions of media dollars.

We Synthesize the Important Media Information for You– That's why we publish the Thumbnail Media Planner– to help ad agencies, advertisers, and media– stay on top of key media trends and media costs. Every year we synthesize 100s of sources of media information into a convenient media planning & media buying pocket sized reference (104 pages in 2007).

The 2007 Thumbnail Media Planner provides advertising costs and data for all major national and local media, including eachof the top 100 markets. Contents include:

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Principle:

Wing chun is centred on the Taoist principle of “take the middle road”. In essence, this says that we should not go to the extremes and that success is based on balance. If we are on the middle road we can see both the left and the right paths, but if we venture too far out to one side we may lose sight of the other. This can also be interpreted as the concept of the hard and sort principles – or yin and yang. Yin (feminine side) focuses on diverting the flow of energy; yang (masculine side) seeks to resist any opposing energy flow. Yang is primarily seen in the explosive quality of the striking moves.

Wing chun kuen is one of the many styles of martial arts, whose origins are to be found in Southern China and, compared with other martial arts, it is relatively a newcomer. The term Wing chun is attributed to a woman called Yim Wing chun, who was the protégé of a Buddhist nun called Ng Mui. Wing chun is known a soft style, but is in fact a blend of hard and soft techniques. With reference to the hard concept, in simple terms this means meeting force with force, whereas the sort term refers to more evasive manoeuvres and techniques.

    

Zyman Marketing Group published the results of their research in Z View, a whitepaper. Similar to the studies cited above, Zyman concluded that "fun" commercials are not necessarily the most effective. "…while fun advertising may entertain consumers and senior management, it usually won't add to you bottom line. On the other hand, if you're more interested in generating sales growth, you'd be wise to test the purchase intent impact of the creative concepts and final executions…"

    

There are other studies, pro and con, on Super Bowl advertising effectiveness. The problem is that the research deals largely with the effectiveness of the commercials (fun, expensive, lacking in message), rather than the effectiveness of the medium (Super Bowl).