Third Quarter: Two Strategies to Boost Your Return on Ad Investment

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

doi:10.1007/978-3-031-77506-2_6

Third Quarter: Two Strategies to Boost Your Return on Ad Investment

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

Marketing and Business Law

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

Abstract

Slowly the game is nearing its most exciting phase which Scott Hanson of NFL RedZone refers to as the “witching hour,” where anything can happen at any time, where wins become losses and losses become wins. For advertisers, this phase of the game plan is focused on getting the most out of their advertising investment, by designing and running ads that resonate with consumers emotionally, surprise them, and inspire them to share their favorite spots with others. This chapter highlights surprise and emotional tone as two central elements of successful ads and provides insight into the things that make ads go “viral.”

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	81-89
Number of pages	9
ISBN (Print)	978-3-031-77506-2
DOIs	https://doi.org/10.1007/978-3-031-77506-2_6
State	Published - 2025

Keywords

Department: Marketing
Email: [email protected]
Pure

Access to Document

10.1007/978-3-031-77506-2_6

https://doi.org/10.1007/978-3-031-77506-2_6

Cite this

Third Quarter: Two Strategies to Boost Your Return on Ad Investment. / 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. 81-89.

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

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