Super returns to Super Bowl ads?

This paper uses a natural experiment—the Super Bowl—to study the causal effect of advertising on demand for movies. Identification of the causal effect rests on two points: 1) Super Bowl ads are purchased before advertisers know which teams will play; 2) home cities of the teams that are playing will have proportionally more viewers than viewers in other cities. We find that the movies in our sample experience on average incremental opening weekend ticket sales of about $8.4 million from a $3 million Super Bowl advertisement.     

Super Bowl ad likeability: Enduring and emerging predictors

US advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated with sales success. Tomkovick, Yelkur, and Christians (2001, Journal of Marketing Communications 7: 89–108) studied ad likeability for Super Bowl ads in the 1990s. In this paper, we replicate and extend their research using USA Today's measurement of Super Bowl ad likeability in the decade of the 2000s as our dependent variable of interest. Our findings on 438 Super Bowl ads show that humor, animals, and product category were enduring predictors of ad likeability. Product information and the presence of children in Super Bowl ads were found to be emerging predictors of ad likeability. Most notably, the amount of product information provided in Super Bowl commercials was inversely related to ad likeability. Implications for advertisers are presented, as are conclusions, study limitations and directions for future research.     

An analysis of media violence in commercials aired during the telecasts of sports events

The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.     

“时间总长假设”对广告媒体策划的启示

认知心理学中的“时间总长假设”（Total Time Hypothesis）认为，人们掌握（主要指记忆）一定的信息所需要的时间是基本固定的。当总的时间长度固定时，对于这段时间的分配方式并不影响记忆的效果。本文对这个假设在广告行业中的应用进行了论证。文中所分析的数据采集于对美国观众在2002、2003和2006年进行的有关“超级碗”球赛广告的电话访谈。研究结果显示，当广告的时间总长固定时，广告重复的次数对广告的传播效果没有显著影响，从而印证了时间总长假设。文章对如何在广告媒体策划中应用这一结论也进行了相应的讨论。     

Super Bowl advertising: field testing the importance of advertisement frequency,length and placement on recall

This study investigates the effects of length, frequency and pod placement on advertising recall in a non-laboratory setting. Subjects were surveyed the day after Super Bowl XXVIII to determine recall of advertisements shown during the game. The results indicate that length and frequency positively and significantly influence advertisement recall.     

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

Although the prevalence of gender stereotypes in advertising is well established, relatively little research has examined gender stereotypes in the context of Super Bowl that is arguably the most important event in US television advertising. This study systematically examines gender representations across various product categories in Super Bowl commercials over a 20-year period (1990–2009). Our findings detect and discuss shifts in the cultural notions of gender constructed in advertising messages targeting the largest and the most demographically diverse audience in US television. The paper concludes with a discussion of the theoretical and managerial implications of our findings.     

Information content of Super Bowl commercials 2001–2009

Using Resnik and Stern's (1997) method, this study examines the information content of the ads embedded in the telecasts of the largest sporting event in the United States, Super Bowl. The findings of a content analysis of over 400 Super Bowl ads aired from 2001 to 2009 show that each ad contained on an average two informational cues, which are as much informative as other television ads in the United States. The packaging or shape, quality, and performance cues are the three most frequently used informational cues. In addition, think products appeared to contain a more diverse set of informational cues compared to feel products. Practical and theoretical implications and future research directions are discussed.     

TV advertising engagement as a state of immersion and presence

Despite widespread theoretical and practical interest in advertising engagement, scholars and practitioners share little consensus as to what it is and how it can be measured. Guided by the theories of immersion and presence, this research investigates the experiential nature of advertising engagement in the television advertising context. Using survey data (N = 1,115 cases) on thirteen TV advertisements aired during two Super Bowl broadcasts, a definition of the construct is developed and a parsimonious, reliable and valid four-item scale for measuring experiential TV advertising engagement is produced. As conceptualized, TV advertising engagement is an experience independent of its antecedents and consequences, in which the viewer is psychologically immersed in and present with a TV advertisement. These conceptual dimensions are reflected in the four items of the produced scale.     

Frank P. Jozsa, Jr. Sports Capitalism: The Foreign Business of American Professional Leagues. Aldershot, Hants, U.K., and Burlington, Vt.: Ashgate Publishing Limited, 2004. xiv + 316 pp. ISBN 0-7546-4185-6, $99.95 (cloth).

Students of international business will find this a useful andfrustrating book. It is encyclopedic in its coverage and exhaustivelyresearched. Approximately 20 percent of the book’s 316pages consists of notes, while another 10 percent is bibliography.The book is intended for nonspecialists; a glossary includesterms as diverse as economic profit, Hall of Fame, Super Bowl,and work ethic. Of these, only ‘Super Bowl’ appearsin the extremely short, five-and-a-half page index. Jozsa’srole has been to organize this material and bring     

The effects of pleasure and arousal on recall of advertisements during the Super Bowl

This study investigates whether pleasure and arousal levels of viewers watching a sports program affect advertisement recall. The results suggest that programs that evoke strong emotional reactions, such as the Super Bowl, may inhibit the recall of advertisements and brands. Specifically, these findings seem to support the Intensity (arousal) theory and may have important implications for advertisers who promote their products or services on sports‐related event programming. © 2001 John Wiley & Sons, Inc.     

Portrayals of Minorities and Women in Super Bowl Advertising

Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.     

Competing for consumer memory in television advertising

The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their composite effects on brand memory. The results show that increases in numbers and lengths of other ads and on-air promos negatively affect brand recall and recognition. However, such effect was not found with TV billboards. Theoretical and marketing implications are discussed.     

Narrative,transportation and advertising

An increasing body of research demonstrates that narrative-based communication can be effective in eliciting attitude change, especially when recipients become transported into the narrative. Using data from a national sample of viewers of Super Bowl XLV (2011) or XLVI (2012), this study addresses whether some people are more disposed to be transported by narrative advertising and how they react to it. Evidence is presented to suggest that people differ in their receptivity to narrative messaging and that these differences are significantly related to advertising effectiveness. Managerial implications of this work are discussed.     

Viagra(ization) or Technoromanticism

Viagra can rather obviously be termed "techno-romantic"--literally it is a technology to make sex possible. But technoromanticism is also a philosophical term referring to the belief that advances in technology serve "truth" "unity" and "wholeness" according to Coyne (1999). Surprisingly many pharmaceutical companies seem to have developed "Viagra" or at least substances that were very similar, but to have ignored and/or rejected commercializing them. This article assumes that the primary activity of research and development in pharmaceutical companies is to produce texts that interpret chemicals as "meaningful." Assumptions of what constitutes (medical) meaning within prevailing technoromanticism have seen R and D as a form of "production" that demands rejection of "consumption." This technoromanticism succeeded in rebuffing the sexual "techno-romanticism" of Viagra in the company studied, but Viagra's enormous commercial success has reversed priorities. R and D's meaning system has proven to be no match for Viagra-ization--the article examines the resulting crisis in meaning systems.     

Does the Privatization of State Companies Improve Their Performance? Evidence from the Brazilian Case

Abstract

In this study, a number of economic-financial indicators were compared for 59 Brazilian state companies during the years of 1990 to 1997 before and after they were privatized. of these, 43 were federal companies and the rest were from various states. Thirty represented sales of control and the remaining were sales of minority positions in the companies. The tests performed confirmed the results of earlier empirical studies. The companies became more efficient and profitable after the privatization with the best performance concentrated in the subgroups where control was divested which is consistent with the idea that privatization improves the incentives for workers and administrators of the organization.     

Marketing capability—A key success factor in small business?

This article focuses on the marketing problems of small manufacturing companies. The principal thesis is that marketing is generally perceived from too narrow a perspective. A more comprehensive and yet detailed view of marketing should benefit small business management. The authors develop a marketing capability framework which can be used as a qualitative tool for examining the “state‐of‐the‐art” of marketing in small manufacturing companies. This marketing capability framework is employed in examining the performance of 36 Finnish and Swedish companies using case study analysis.     

Conception and test of a comprehensive model of international strategy for retail companies

Abstract

This article proposes a model of international strategy of retail companies. It has been developed and tested by studying the international activities, both successful and unsuccessful, of 37 international companies for more than a decade. It defines the most important components of a successful strategy and, for each component, it evaluates the importance of this variable in connection with the others. The model proposed is able not only to explain the internationalization process of many important companies during the 1990s and at the beginning of the 2000s, but also puts forward to the managerial sector the strategic variables for both the companies that have already started an internationalization process and those that wish to begin it.     

The Impact of Social Marketing on Social Engineering in Economic Restructuring

SUMMARY

Social Marketing is a rapidly growing marketing sub-discipline based on the premise that bringing successful commercial marketing technologies to bear on problems of individual and social welfare can generate positive outcomes. This paper gives an overview of recent developments in Social Marketing in a global context and discusses the relationship of these developments to those in commercial, not-for-profit or third sector and public sector marketing, and public relations. The paper then relates the global context back to developments in Australasian and Asian nations, with particular reference to social engineering during economic restructuring.