Canada and Naperville, Illinois. 3

This is CNN 10 and I'm Carla Zeus. 4

It's great to be with you on this last Monday in January. 5

We are exactly one week away from the Iowa caucuses. 6

They're the first formal contest in the U. 7

S. 8

Presidential nomination process. 9

Caucuses and primaries are state held events that help narrow down a field of candidates so that each major party has only one name that appears in the presidential ballot. 10

For Republicans, there are two people challenging incumbent President Donald Trump for the party's nomination. 11

One additional candidate has dropped out of the race, but election analysts expect the U. 12

S leader will easily win his party's contests. 13

For Democrats, it's more complicated. 14

There are currently 12 of them still in the running, and 16 other Democrats have dropped out of the race. 15

For those still in it, all eyes are on Iowa when voters their caucus on February 3rd, they could give a big lift to the candidates who make a strong showing. 16

According to the Des Moines Register, more than half the Democrats and Republicans who won the Iowa caucuses eventually won their party's nomination for president at least since 1972. 17

But only three of those Iowa caucus winners actually went on to become president. 18

So why do they matter so much right now? 19

Mo Mentum, doing well in the first contest gives candidates of boost. 20

It gets their names out there. 21

It helps them with fundraising. 22

And for those who don't do well in Iowa, the results can have the opposite effect. 23

They may struggle to gain ground on the winners. 24

They may struggle to get campaign donations. 25

Some candidates usually drop out after Iowa, But before these caucuses and primaries begin, we're explaining what the differences are between them. 26

So most of us are familiar with voting. 27

In a primary, you go to your polling place. 28

You went to the voting booth or some approximation of a voting booth, and you pick your preferred candidates. 29

Then you leave. 30

Done and done. 31

Caucuses are way, way more labor intensive. 32

For voters, the best way to understand the difference between a primary and caucus, you ask, Ah, primary is a vote, caucuses, a conversation and a vote. 33

That's Iowa Republican Party Chairman Jeff Kauffman summarizing things nicely So let's go through how it works. 34

For Democrats across Iowa on caucus night, people will gather in schools and churches and community centers on the like. 35

In some Democratic Cox is particularly in strongly democratic areas that are a lot of Maur delegates. 36

A presidential candidate or one of his or her surrogates will address the gathering before the caucusing actually begins. 37

This race is in your hand, and then the caucusing begins. 38

People literally vote with their feet lining up in groups around the room, according to the candidate. 39

They support the group's heir, then counted with Onley candidates who have support from 15% or more off the caucus goers in the room being considered viable. 40

That's really important. 41

Here's where it gets really interesting. 42

If your first choice candidate doesn't meet that 15% viability test, you're then as to consider caucusing with a candidate who does, which leads to all sorts of cajoling, haranguing, persuading of these newly undecided voters by people already supporting one of the viable candidates. 43

Lot of you are probably undecided at this. 44

I support Marco Rubio now. 45

Once the group settle, the numbers are counted again and delegates for each candidate or a sign for a variety of ties and other weird scenarios that do happen. 46

A coin flip? 47

Yes, really, A Queen Flip is used to decide which candidate gets a delegate. 48

Caucuses are like unicorns, unique, cool, sort of weird all at the same time. 49

But if history is any guide, the winner of this Iowa caucus will have a major leg up on winding up as the Democratic nominee against President Donald Trump in November. 50

Family members, friends and fans are mourning the death of basketball great Kobe Bryant. 51

Early reports indicated he was among nine people, including one of his daughters, who were killed in a helicopter crash yesterday in Calabasas, California It's about 30 miles west of Los Angeles, where Bryant spent his professional career helping the L. 52

A Lakers win five championships between 1996 and 2016. 53

Bryant scored 33,643 points in his career. 54

That puts him fourth overall in N BA history, according to ESPN, world leaders from President Trump to Israeli Prime Minister Benjamin Netanyahu extended their condolences yesterday. 55

Bryant was 41 years old at the time of the crash because it's still under investigation. 56

Details continue to come out after we produced this show. 57

You could find the latest on Bryant his career and the accident at CNN dot com. 58

Second Trivia. 59

Who won the most widely watched sporting event in U. 60

S history? 61

New England Patriots, Philadelphia Phillies, Serena Williams or Richard Petty, Super Bowl 49 or Excel I X was when the Patriots defeated the Seahawks in front of more than 114 million Americans. 62

In recent years, the Super Bowl has regularly been the highest rated event on TV in America. 63

That's why the network that runs it can charge tremendous amounts of money for Super Bowl ads. 64

This year's record price for a 32nd commercial, $5,600,000. 65

Besides the fact that part of next Sunday's audience will be watching Super Bowl 54 just for the ads, what are companies getting for their money? 66

Why would a company like Coca Cola that everybody already knows spend millions of dollars to remind you that they still exist? 67

Why does Coca Cola wanna buy a Super Bowl? 68

To answer this question, we brought in a smart person who gets paid to get inside your head. 69

Meet Amy Avery, chief intelligence officer at Drug A. 70

Five Adweek and Adage. 71

It's top creative agency. 72

Let me guess faking your own death to get out of your arising contract. 73

You know, people around me ask all the time because I do. 74

Measurement is 5.1 million really a reasonable amount to charge for that? 75

Why would a brand ever do it? 76

Yes, you're buying exposure, but that's not really what you're buying their You're buying access in the conversation. 77

You're buying access into a memorable experience. 78

You're triggering emotion for some big purchases, like a car. 79

Research it. 80

Give it a thought. 81

And that's where the details of an ad you saw about in a PR deal kickin it 0% financing for 60 months. 82

But for most of the things that you buy every day, you don't really think about why you're doing it. 83

It's a brief moment before you grab a product off the shelf that those countless ads you've seen over and over and over again take effect. 84

Should you go with the cheaper brand you've never heard of or the more expensive brand show on TV. 85

So there's this study done and it took two items that were exactly but one had a brand on it that people knew and the other one was same product about the brain. 86

People preferred the exact same item, branded by 24% cut to four years later, and that brands slashed their ad budget. 87

Same test was done, and the brand's perceived quality was half boy called perfect meal In a minute. 88

I Well, one of the reasons for this is that not only does not advertising make your product seem less desirable, it also raises the perceived quality of your cheaper generic competitors. 89

Your perception of the difference between a product, you know, X and product you've never heard of why it shrinks, and advertising is not just meant to make you go out and buy something. 90

Yes, that is a big part of it, but also works to make people happier with the purchase that they already people in the ad world called this reinforcement. 91

You want to know that the thing you bought is good, and seeing an ad makes you enjoy the product that you already have more so without ads on TV to make you feel better about the purchase, you might think the item is worse. 92

And when people talk about how it doesn't work mathematically, it doesn't mean they wouldn't keep doing it. 93

These companies have passed of companies with a lot of investment behind, making sure that it's working and tracking that it's not. 94

There is 20 to 30% of your sales typically come from advertising, so yes, you're still going to have sales. 95

Your company's not. 96

Coca Cola's not going out of business if they stop, but they're no longer counting on that percentage of sales. 97

So if they have 100 sales, they're now gonna have 80 sales. 98

Let's go back to that Coca Cola family. 99

There's friends and not a lot of Coke. 100

Soda is kind of secondary. 101

Here, it's really doing is stirring up your emotions. 102

It's making you feel something. 103

Family patriotism. 104

Coca Cola knows that that feeling, that emotional connection so it's gonna make your hand. 105

Wanna reach for the red bottle 10 out of 10. 106

We wouldn't exactly call this underwater creature a land shark, but it definitely looks like it could get around on solid ground. 107

Scientists recently found four new species of what are called walking sharks. 108

They use their fins to climb around sea grass and shallow reefs while they're on the hunt for small fish. 109

So thankfully, they're not dangerous to humans. 110

But if a great white ever decides to imitate one and you've got a cut on your ankle, you'll need ample time to ramble. 111

To reach the upper beach, to sash away from waves while waving a due to what's chasing you and hopes you'll have the locomotion to propel you from the ocean. 112

You can't turn me andr reefs When what's walking your way? 113

Have teeth CE That's a cold blooded conclusion to see and then 10. 114

We hope you'll take it all in stride. 115

We want to thank Trick a middle school for taking a 10 minute bite out of their day They're watching from Lilburn, Georgia. 116

Please keep subscribing in commenting at youtube dot com slash CNN 10 For your chance to be mentioned on our show.