Sports Marketing in Action: A Day at the Super Bowl

Autor:	Dennis M. Sandler, David Shani
Rok vydání:	2015
Předmět:	Product category Action (philosophy) Content analysis Advertising Business Marketing Television advertising Sports marketing ComputingMilieux_MISCELLANEOUS
Zdroj:	Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319170480
DOI:	10.1007/978-3-319-17049-7_71
Popis:	Sports Marketing is a topic of increased interest to marketers as traditional promotional methods become cluttered and more expensive. The current study reports a content analysis of the advertising during the NFL Super Bowl XXIV. The product categories advertised, length of commercials, and creative styles were recorded, with an in-depth look at the category of automobile advertising. The implications of using the Super Bowl as an advertising vehicle are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::13807e22a34fbe24f7d5af0178adc505 https://doi.org/10.1007/978-3-319-17049-7_71 Zobrazit plný text záznamu