The practicality of Super Bowl advertising for new products and companies

Journal of Promotion Management

Volumn 11, Issue 4, 2006, Pages 19-31

  Dotterweich, Douglas P ^a,c   Collins, Kimberly S ^b  

^a EAST TENNESSEE STATE UNIVERSITY   (United States)

^b UNIVERSITY OF TENNESSEE   (United States)

^c UNIVERSITY OF DELAWARE   (United States)

Author keywords

Advertising; Effectiveness; New Product introductions; Sports; Super Bowl; Television

Indexed keywords

EID: 33745726919     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v11n04_03     Document Type: Review

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