Final answer:
E*TRADE's 1999 Super Bowl advertisement is an example of Event Marketing, designed to capture the focused attention of a large audience during a significant cultural event, utilizing the concept of kairos for timing.
Step-by-step explanation:
E*TRADE's decision to advertise in the Super Bowl in 1999 for the purpose of reaching people engaged in the entertainment of the Super Bowl is known as Event Marketing. This form of marketing is particularly powerful because it allows advertisers to reach a large, captive audience that is already in a receptive mindset for entertainment and, potentially, consumption. By utilizing an event like the Super Bowl, which attracts millions of viewers, companies aim to maximize the impact of their marketing efforts and create memorable associations with the event.
Super Bowl commercials have become a cultural phenomenon in their own right, often generating as much anticipation and discussion as the game itself. By placing an ad during this time, E*TRADE was tapping into an attention economy where the scarce resource is the viewers' focus. This strategy relies on the heightened emotional engagement of the audience, ensuring that the advertisement is not only seen but also remembered and talked about. The advertisement's timing also used the concept of kairos, the ancient Greek idea of finding the right moment to persuade or take action, capitalizing on the heightened attention during the Super Bowl to reinforce the E*TRADE brand amongst viewers.