{"id":14773,"date":"2014-05-13T04:00:45","date_gmt":"2014-05-13T08:00:45","guid":{"rendered":"http:\/\/smarttan.com\/news\/?p=14773"},"modified":"2016-02-02T09:13:03","modified_gmt":"2016-02-02T14:13:03","slug":"what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing","status":"publish","type":"post","link":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/","title":{"rendered":"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing?"},"content":{"rendered":"<p><em>By Grant Miller, Salon Consultant<\/em><\/p>\n<p>Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing.<\/p>\n<p>More often than not, big companies do the least effective type of advertising &#8212; branding or awareness &#8212; during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won&#8217;t compel me to buy a case of their beer.<\/p>\n<p>Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can&#8217;t name what brand product that commercial was promoting. I realize it&#8217;s a little tricky since the Super Bowl was a few months ago, but it&#8217;s a pretty good bet you wouldn&#8217;t have known the answer even two days after it aired.<\/p>\n<p>There was really only one company that ran what I&#8217;m sure turned out to be a very effective marketing message.<\/p>\n<p><a href=\"http:\/\/smarttan.epubxp.com\/i\/303750\/69\" target=\"_blank\">Click here to read the entire article in the latest issue of Smart Tan Magazine online.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Grant Miller, Salon Consultant Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14773","post","type-post","status-publish","format-standard","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing? - Smart Tan News<\/title>\n<meta name=\"description\" content=\"By Grant Miller, Salon Consultant  Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing.  More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won&#039;t compel me to buy a case of their beer.  Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can&#039;t name what brand product that commercial was promoting. I realize it&#039;s a little tricky since the Super Bowl was a few months ago, but it&#039;s a pretty good bet you wouldn&#039;t have known the answer even two days after it aired.  There was really only one company that ran what I&#039;m sure turned out to be a very effective marketing message.  Click here to read the entire article in the latest issue of Smart Tan Magazine online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing? - Smart Tan News\" \/>\n<meta property=\"og:description\" content=\"By Grant Miller, Salon Consultant  Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing.  More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won&#039;t compel me to buy a case of their beer.  Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can&#039;t name what brand product that commercial was promoting. I realize it&#039;s a little tricky since the Super Bowl was a few months ago, but it&#039;s a pretty good bet you wouldn&#039;t have known the answer even two days after it aired.  There was really only one company that ran what I&#039;m sure turned out to be a very effective marketing message.  Click here to read the entire article in the latest issue of Smart Tan Magazine online.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Tan News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmartTan\" \/>\n<meta property=\"article:published_time\" content=\"2014-05-13T08:00:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-02-02T14:13:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.smarttan.com\/wp-content\/uploads\/2022\/08\/Smart-Tan-Logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"520\" \/>\n\t<meta property=\"og:image:height\" content=\"200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"smarttannews\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:site\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"smarttannews\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\"},\"author\":{\"name\":\"smarttannews\",\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819\"},\"headline\":\"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing?\",\"datePublished\":\"2014-05-13T08:00:45+00:00\",\"dateModified\":\"2016-02-02T14:13:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\"},\"wordCount\":281,\"publisher\":{\"@id\":\"https:\/\/news.smarttan.com\/#organization\"},\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\",\"url\":\"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/\",\"name\":\"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing? - Smart Tan News\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/#website\"},\"datePublished\":\"2014-05-13T08:00:45+00:00\",\"dateModified\":\"2016-02-02T14:13:03+00:00\",\"description\":\"By Grant Miller, Salon Consultant Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing. More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won't compel me to buy a case of their beer. Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can't name what brand product that commercial was promoting. I realize it's a little tricky since the Super Bowl was a few months ago, but it's a pretty good bet you wouldn't have known the answer even two days after it aired. There was really only one company that ran what I'm sure turned out to be a very effective marketing message. 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With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing.  More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won't compel me to buy a case of their beer.  Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can't name what brand product that commercial was promoting. I realize it's a little tricky since the Super Bowl was a few months ago, but it's a pretty good bet you wouldn't have known the answer even two days after it aired.  There was really only one company that ran what I'm sure turned out to be a very effective marketing message.  Click here to read the entire article in the latest issue of Smart Tan Magazine online.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/","og_locale":"en_US","og_type":"article","og_title":"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing? - Smart Tan News","og_description":"By Grant Miller, Salon Consultant  Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing.  More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won't compel me to buy a case of their beer.  Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can't name what brand product that commercial was promoting. I realize it's a little tricky since the Super Bowl was a few months ago, but it's a pretty good bet you wouldn't have known the answer even two days after it aired.  There was really only one company that ran what I'm sure turned out to be a very effective marketing message.  Click here to read the entire article in the latest issue of Smart Tan Magazine online.","og_url":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/","og_site_name":"Smart Tan News","article_publisher":"https:\/\/www.facebook.com\/SmartTan","article_published_time":"2014-05-13T08:00:45+00:00","article_modified_time":"2016-02-02T14:13:03+00:00","og_image":[{"width":520,"height":200,"url":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2022\/08\/Smart-Tan-Logo.jpg","type":"image\/jpeg"}],"author":"smarttannews","twitter_card":"summary_large_image","twitter_creator":"@SmartTan","twitter_site":"@SmartTan","twitter_misc":{"Written by":"smarttannews","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/#article","isPartOf":{"@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/"},"author":{"name":"smarttannews","@id":"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819"},"headline":"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing?","datePublished":"2014-05-13T08:00:45+00:00","dateModified":"2016-02-02T14:13:03+00:00","mainEntityOfPage":{"@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/"},"wordCount":281,"publisher":{"@id":"https:\/\/news.smarttan.com\/#organization"},"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/","url":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/","name":"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing? - Smart Tan News","isPartOf":{"@id":"https:\/\/news.smarttan.com\/#website"},"datePublished":"2014-05-13T08:00:45+00:00","dateModified":"2016-02-02T14:13:03+00:00","description":"By Grant Miller, Salon Consultant Over 111 million people watched the Super Bowl this year, making it the most watched television program in history. With that much viewership, FOX was charging $4 million for a 30-second spot. A normal, rational person would assume that if a company had $4 million to spend on a single TV commercial, they must know what they are doing. More often than not, big companies do the least effective type of advertising -- branding or awareness -- during these slots. The premise is simple: If you watch a commercial promoting Doritos \u00a0or Budweiser, you may want to buy some the next time you go to the grocery store. I personally enjoy the story and creativity of the Budweiser ads, but it still won't compel me to buy a case of their beer. Even though brand awareness advertising can be effective for a big company sometimes, it often does not work, even when you are paying $4 million. For example, the ad that told the story of the Chihuahua\/Doberman dog mix that wreaked havoc scored very high in audience tests for being amusing, entertaining and funny. I bet you can't name what brand product that commercial was promoting. I realize it's a little tricky since the Super Bowl was a few months ago, but it's a pretty good bet you wouldn't have known the answer even two days after it aired. There was really only one company that ran what I'm sure turned out to be a very effective marketing message. Click here to read the entire article in the latest issue of Smart Tan Magazine online.","breadcrumb":{"@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/news.smarttan.com\/index.php\/what-does-a-4-million-super-bowl-ad-have-to-do-with-salon-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/news.smarttan.com\/"},{"@type":"ListItem","position":2,"name":"What Does a $4 Million Super Bowl Ad Have To Do With Salon Marketing?"}]},{"@type":"WebSite","@id":"https:\/\/news.smarttan.com\/#website","url":"https:\/\/news.smarttan.com\/","name":"Smart Tan News","description":"","publisher":{"@id":"https:\/\/news.smarttan.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/news.smarttan.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/news.smarttan.com\/#organization","name":"Smart Tan","url":"https:\/\/news.smarttan.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/","url":"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png","contentUrl":"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2022\/08\/Smart-Tan.png","width":500,"height":164,"caption":"Smart Tan"},"image":{"@id":"https:\/\/news.smarttan.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SmartTan","https:\/\/x.com\/SmartTan"]},{"@type":"Person","@id":"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819","name":"smarttannews","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c0189f76465f47ce293287354f8076bfdb83130e65538eb34fcd2cd44e9f0e53?s=96&d=mm&r=g","caption":"smarttannews"},"url":"https:\/\/news.smarttan.com\/index.php\/author\/smarttannews\/"}]}},"_links":{"self":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/14773","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/comments?post=14773"}],"version-history":[{"count":4,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/14773\/revisions"}],"predecessor-version":[{"id":19177,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/posts\/14773\/revisions\/19177"}],"wp:attachment":[{"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/media?parent=14773"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/categories?post=14773"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.smarttan.com\/index.php\/wp-json\/wp\/v2\/tags?post=14773"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}