Strategies for the Super Bowl of advertising: an analysis of how the web is integrated into campaigns

Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall strategy (transformational vs.
  

Strategies for the Super Bowl of advertising: an analysis of how the web is integrated into campaigns

Juran KimUniversity of Tennessee, Knoxville

Sally J. McMillanUniversity of Tennessee

Jang-Sun HwangChung-Ang University

INTRODUCTION

The Super Bowl is a showcase. Two football teams field highly paid players in an attempt to win the most important game of the season. Multiple advertisers broadcast expensive commercials in an attempt to win in the game of business. Consumers tune in to see both games. A poll conducted by Eisner Communications prior to the 2003 Super Bowl found that 14% of those...

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