Second Quarter: Make a Roadmap

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

doi:10.1007/978-3-031-77506-2_4

Second Quarter: Make a Roadmap

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

Marketing and Business Law

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

Abstract

The game is well underway in the second quarter, and the teams are finding their rhythm and trying to disrupt their opponent’s game plan. Football teams must prepare extensively for different phases of the game, ensuring they have the best players on the field for any situation. Similar rules apply to advertisers, who need to allocate their ad budget effectively, understand when to run their ads again, and map the effects of their ads against the cost required to run them at the world’s most expensive advertising event.

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	47-66
Number of pages	20
ISBN (Print)	978-3-031-77506-2
DOIs	https://doi.org/10.1007/978-3-031-77506-2_4
State	Published - 2025

Keywords

Department: Marketing
Email: [email protected]
Pure

Access to Document

10.1007/978-3-031-77506-2_4

https://doi.org/10.1007/978-3-031-77506-2_4

Cite this

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