Unlock the secrets of advertising success with this comprehensive guide! Dive into practical insights and real-world data to enhance your campaigns. Explore the Super Bowl as a live advertising lab, dissecting branding strategies, creative elements, and societal impacts. Learn from advertisers, agencies, and experts, and apply these lessons to your own efforts. Perfect for marketing managers, advertisers, and educators looking to leverage the biggest advertising event in the world. This book provides actionable research findings and tools to transform your advertising approach, ensuring your ads stand out and resonate with audiences. Discover how the NFL and Super Bowl are expanding globally, reaching new audiences worldwide.

This book is ideal for marketing managers and advertisers seeking to apply key lessons from the Super Bowl to their campaigns. It's also a valuable resource for marketing and advertising educators who want to illustrate fundamental principles with real-world examples.

Reveals the secrets of Super Bowl success with expert insights tailored for impactful advertising Explores whether Super Bowl ads justify their high cost through comprehensive ad performance analysis Elevates advertising strategy with a holistic approach, driving competitive advantage and strong consumer responses

Autorentext

Sascha Raithel is a Full Professor of Marketing at Freie Universität Berlin in Germany. His work has appeared in prestigious academic and practitioner journals, such as Management Science, the Journal of Marketing Research, the Strategic Management Journal, and the Harvard Business Review. He also serves on the editorial board of the International Journal of Advertising.

Charles R. Taylor , the John A. Murphy Professor of Marketing at Villanova University in the United States, is the Editor-in-Chief of the International Journal of Advertising. With more than 100 peer-reviewed articles in top-tier publications, Taylor is a leading authority on Super Bowl advertising and contributes a column to Forbes.com.

David W. Stewart , Ph.D., holds the position of Professor Emeritus at Loyola Marymount University in the United States. He chairs the Marketing Accountability Standards Board and has previously served as editor for esteemed journals including the Journal of Marketing and the Journal of the Academy of Marketing Science. With over 350 published papers and twenty books to his name, he is a prolific author.

Alexander Mafael , Assistant Professor of Marketing at the Stockholm School of Economics in Sweden, focuses his research at the intersection of advertising and strategy. His work has been featured in leading academic journals, such as the Journal of the Academy of Marketing Science and the Journal of Consumer Psychology.

Inhalt

1. PRE-GAME: A Brief History of (Super Bowl) Advertising.- 2. COIN TOSS: Advertising Matters.- 3. FIRST QUARTER: Make a Game Plan.- 4. SECOND QUARTER: Make a Roadmap.- 5. HALFTIME SHOW: Find Creatives that Work and Stand Out.- 6. THIRD QUARTER: Two Strategies to Boost Your Return on Ad Investment.- 7. FOURTH QUARTER: From Screen to Society.- 8. OVER-TIME: Don't Drop Bricks.- 9. AWARD CEREMONY: Everybody's Watching - The Best Super Bowl Ads of All Time.- 10. POST GAME: Growing the Audience Globalizing the NFL Brand and Super Bowl Advertising.- 11. COACH'S PLAYBOOK: Top 10 Key Takeaways.