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Jan. 19, 2004

ADVISORY

Super Bowl: Advertisers look to score

ANN ARBOR, Mich.—Successful advertisers during the Super Bowl have been able to position their brands with consistency and unmistakable clarity, says a University of Michigan marketing expert.

David Moore, associate professor of marketing at the Michigan Business School, says that to build a successful brand image, “Super Bowl ads must remain true to the 'DNA' or personality of the brand. At the same time, Super Bowl TV viewers expect ads to be visually arresting, surprisingly funny; ads that reward us with laughter or even a tear; ads that shock the emotions and leave the brain itching. This is the new paradigm.”

Moore can be reached at (734) 647-2436 (office) or djmoore@umich.edu

Christina Brown, assistant professor of marketing, says the most successful Super Bowl advertising will be part of an integrated campaign.

“It won't just be 30 seconds of televised glory, but part of a big promotional event for the organization that connects with the consumer via promotions, via the Internet, etc,” she said. “And one that gets the retailers involved too.

“Brands that buy the time without making it an integrated part of their communications strategy will increasingly find they are wasting their money.”

Brown can be reached prior to Super Bowl Sunday and on Monday, Feb. 2, at (734) 764-4717 (office) or clbrown@umich.edu

Contact: Jared Wadley
Phone: (734) 936-7819
E-Mail: jwadley@umich.edu