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...

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Bibliographic Details
Published in:Journal of marketing communications 2013-02, Vol.19 (1), p.58-80
Main Authors: Yelkur, Rama, Tomkovick, Chuck, Hofer, Ashley, Rozumalski, Daniel
Format: Article
Language:English
Subjects:
1990-2009
Advertising campaigns
advertising likeability
children in advertising
product information
Produktinformation
Professional football
Sales
Sportveranstaltung
Steuervergünstigung
Studies
Super Bowl commercials
USA
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