Over-Time: Don’t Drop Bricks

Sascha Raithel; Charles R. Taylor; David W. Stewart; Alexander Mafael

doi:10.1007/978-3-031-77506-2_8

Over-Time: Don’t Drop Bricks

Sascha Raithel
, Charles R. Taylor
, David W. Stewart
, Alexander Mafael

Marketing and Business Law

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

Overtime is rare in the Super Bowl game, but it is always present in the advertising game. Running the play, the commercial should set in motion a sequence of events and outcomes that extends well beyond the airing of the commercial in the Super Bowl. Media coverage, consumer buzz, internet searches, retail shopping, and purchasing are all objectives of advertising and in the case of the Super Bowl, most occur after the football game has been completed, in overtime. This chapter describes the processes that are set in motion by Super Bowl advertising and the outcomes of these processes.

Original language	English
Title of host publication	Winning the Advertising Game: Lessons from the Super Bowl Ad Champions
Editors	Sascha Raithel, Charles R. Taylor, David W. Stewart, Alexander Mafael
Place of Publication	Cham
Publisher	Springer Nature Switzerland
Pages	105-111
Number of pages	7
ISBN (Print)	978-3-031-77506-2
DOIs	https://doi.org/10.1007/978-3-031-77506-2_8
State	Published - 2025

Keywords

Department: Marketing
Email: [email protected]
Pure

Access to Document

10.1007/978-3-031-77506-2_8

Cite this

Over-Time: Don’t Drop Bricks. / Raithel, Sascha; Taylor, Charles R.; Stewart, David W. et al.
Winning the Advertising Game: Lessons from the Super Bowl Ad Champions. ed. / Sascha Raithel; Charles R. Taylor; David W. Stewart; Alexander Mafael. Cham: Springer Nature Switzerland, 2025. p. 105-111.

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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ER -

Over-Time: Don’t Drop Bricks

Abstract

Keywords

Access to Document

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Cite this