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...