189
Views
6
CrossRef citations to date
0
Altmetric
Original Articles

Super Bowl Ads: An Empirical Investigation of the Advertising-to-Sales Relationship

超級碗杯广告: ᅳ个关于广告-销售关系的实证性研究

Pages 353-359 | Received 04 Feb 2010, Accepted 24 Dec 2010, Published online: 03 Jan 2012

References

  • 2009 . USA Today , viewed October 14, 2010, available at http://www.usatoday.com/money/advertising/admeter/2009–02–01-results-chart_N.htm?loc=interstitialskip, 21st Annual Super Bowl ad meter results
  • Aloi , D. 2008 . “ Likable Super Bowl ads can boost stock prices, Cornell and Buffalo researchers find ” . In Cornell University Chronicle Online viewed October 16, 2008, available at http://www.news.cornell.edu/stories/Feb08/SuperBowlAds.html
  • Ambler , T. 2003 . Marketing and the Bottom Line , London : Pearson Education Ltd .
  • Anderson , E. W. , Fornell , C. and Mazvancheryl , S. K. 2004 . Customer satisfaction and shareholder value . Journal of Marketing , 68 ( October ) : 172 – 185 .
  • Campbell , M. 2007 . Impact of super bowl ads on companies’ stock prices examined by CU Leeds School Of Business Profs viewed February 25, 2008, available at http://www.colorado.edu/news/releases/2007/27.html
  • Chan , L. K. , Lakonishok , J. and Sougiannis , T. 2001 . The stock market valuation of research and development expenditure . Journal of Finance , 5 ( 6 ) : 2431 – 2456 .
  • Choong , P. , Filbeck , G. , Tompkins , D. L. and Ashman , T. D. 2003 . An event study approach to evaluating the economic returns of advertising in the Super Bowl . Academy of Marketing Studies Journal , 7 ( 1 ) : 89 – 99 .
  • Fehle , F. , Tsyplakov , S. and Zdorovtsov , V. 2005 . Can companies influence investor behavior through advertising? Super Bowl commercials and stock returns . European Financial Management , 11 ( 5 ) : 625 – 647 .
  • Frieder , L. and Subrahmanyam , A. 2005 . Brand perceptions and the market for common stock . Journal of Financial and Quantitative Analysis , 40 ( 1 ) : 57 – 85 .
  • Fritz , W. and Dees , H. 2010 . Marketing standardization and firm performance in international e-commerce . Journal of Global Academy of Marketing Science , 19 ( 3 )
  • Horovitz , B. 2009 . ‘Two nobodies from nowhere’ craft winning Super Bowl ad . USA Today , viewed December 30, 2009, available at http://www.usatoday.com/mon-ey/advertising/admeter/2009admeter.htm
  • Horsky , D. and Swyngedouw , P. 1987 . Does it pay to change your company's name? A stock market perspective . Marketing Science , 6 ( 4 ) : 320 – 335 .
  • Joshi , A. M. and Hanssens , D. M. 2008 . Movie advertising and the stock market valuation of studios: A case of great expectations? . Marketing Science , viewed December 22, 2008 available at http://mktsci.journal.informs.org/cgi/content/abstract/mksc.1080.0392v1
  • Kim , E. and Brandon , L. 2010 . Modeling brand equity for lifestyle brand extensions: a strategic approach into generation Y vs. baby boomer . Journal of Global Academy of Marketing Science , 20 ( 1 )
  • Kim , J. and Morris , J. D. 2003 . The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads . Journal of Targeting, Measurement and Analysis for Marketing , 12 ( 2 ) : 53 – 65 .
  • Ko , E. , Taylor , C. R. , Wagner , U. and Ji , H. A. 2010 . Relationships among CEO image, corporate image, and employment brand value in fashion industry . Journal of Global Academy of Marketing Science , 18 ( 4 )
  • Koh , D-H. 2010 . The effects of product line rivalry: Focusing on the issue of fighting brands . Journal of Global Academy of Marketing Science , 19 ( 4 )
  • Krantz , M. 2005 . NASCAR sponsorship revs stocks’ engines Viewed February 25, 2008, available at http://www.usatoday.com/money/markets/us/2005–02–20-n-ascar-stox-usat_x.htm?POE=click-refer
  • Lane , V. and Jacobson , R. 1995 . Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity . Journal of Marketing , 59 ( January ) : 63 – 77 .
  • Lehmann , D. R. 2004 . Metrics for making marketing matter . Journal of Marketing , 68 ( 4 ) : 73 – 75 .
  • Madden , T. J. , Fehle , F. and Founder , S. 2006 . Brands matter: An empirical demonstration of the creation of shareholder value through branding . Journal of the Academy of Marketing Science , 34 ( 2 ) : 224 – 235 .
  • Mathur , L. K. 1995 . The effect of advertising slogan changes on the market value of firms . Journal of Advertising Research , 35 ( 1 ) : 59 – 65 .
  • Mathur , L. K. and Mathur , I. 1997 . The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon . Journal of Advertising Research , 31 ( 3 ) : 67 – 73 .
  • McAlister , L. , Srinivasan , R. and Kim , M. 2007 . Advertising, research and development, and systematic risk of the firm . Journal of Marketing , 71 ( January ) : 35 – 48 .
  • NPG . 2007 . Case study: Branding Cialis (Rebecca Goozee interviews Shawn Heffern, US brand leader for Cialis) Viewed February 11, 2008, available at http://www.ngpharma.com/pastissue/article.asp?art=270805&issue=212
  • Pavelchak , M. A. , Antil , J. H. and Munch , J. M. 1988 . The Super Bowl: An investigation into the relationship among program context, emotional experience, and ad recall . Journal of Consumer Research , 15 : 360 – 367 .
  • Schoenfeld , A. , Pariapiano , A. and Nguyen , V. 2008 . The Super Bowl: Two decades of players . New York Times , viewed December 30, 2009, available at http://www.nytimes.com/interactive/2009/02/02/business/media/20090202-business-superbowlads.html#
  • Sorescu , A. , Shankar , V. and Kushwaha , T. 2007 . New product preannouncements and shareholder value: Don't make promises you can't keep . Journal of Marketing Research , 44 ( August ) : 468 – 489 .
  • Spais , G. and Filis , G. 2006 . Stock market reaction on Olympic sponsorship announcement using event-study methodology . Journal of Global Academy of Marketing Science , 16 ( 2 )
  • Srinivasan , S. and Hanssens , D. M. 2009 . Marketing and firm value: Metrics, methods, findings, and future directions . Journal of Marketing Research , 46 ( 3 ) : 293 – 312 .
  • Srivastava , R. and Reibstein , D. J. 2005 . “ Metrics for linking marketing to financial performance ” . In Marketing Science Institute Report , Cambridge , MA : Marketing Science Institute .
  • Stewart , D. W. 2008 . How marketing contributes to the bottom line . Journal of Advertising Research , 48 ( 1 ) : 94 – 105 .
  • Tomkovick , C. and Yelkur , R. 2010 . Olympic advertisers win gold, experience stock market gains during & after the games . Journal of Global Academy of Marketing Science , 20 ( 1 )
  • Tomkovick , C. , Yelkur , R. and Christians , L. 2001 . The USA's biggest marketing event keeps getting bigger: An in-depth look at Super Bowl advertising in the 1990s . Journal of Marketing Communications , 7 ( 2 ) : 89 – 108 .
  • Tomkovick , C. , Yelkur , R. and Rozumalski , D. Super Bowl advertising effectiveness: Advertisers experience stock price gains. Advances in Marketing: Issues, Strategies and Theories . Proceedings of the Society for Marketing Advances 2008 Conference . November 5–9 , St. Petersburg , FL . pp. 309 – 310 .
  • Yelkur , R. , Tomkovick , C. and Traczyk , P. 2004 . Super Bowl advertising effectiveness: Hollywood finds the games golden . Journal of Advertising Research , 44 ( 1 ) : 143 – 159 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.