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...
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.
