The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
VaynerMedia's DuBose Cole explores the effective strategies behind the Super Bowl's best campaigns. Who won Super Bowl LIV? For teams, this is an obvious question as the Kansas City Chiefs delivered a fourth quarter comeback to clinch the game.
Super Bowl 2020 kicks off this Sunday and, as usual, numerous brands will vie for attention of football fans, but a new survey suggests campaign teams fighting the presidential election would be advised not to advertise during the game.
Marketers that run Super Bowl commercials would benefit from rigorously tracking online and offline word of mouth (WOM) as they seek to determine the effectiveness of their spots, a study in the Journal of Advertising Research (JAR) has argued.
This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
Annual Pride celebrations around the world are getting bigger, thanks in part to support from brands, but, says an ex-director of communications for Pride in London, if they’re doing no more than adopting the LGBT+ community’s rainbow logo, they’re ...
Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
The best deals have gone and the big-ticket items have been snapped up, but brands from “non-destination categories” – think toilet paper, protein bars or toothpaste – can still capitalise on retail holidays, according to an industry expert.
Advertisers seeking to tap into the 2020 Super Bowl are having to look at pre- and post-game slots after Fox Sports reported it had sold all 77 in-game slots – the first time in five years a network has sold all such inventory well ahead of game ...
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
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