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    Predicting Super Bowl Ad Likeability in the New Millennium

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    HoferSpr10.pdf (632.3Kb)
    HoferSpr10.pptx (1.127Mb)
    Date
    2010-04
    Author
    Hofer, Ashley
    Rozumalski, Dan
    Theiler, Clay
    Advisor(s)
    Yelkur, Rama
    Tomkovick, Charles L.
    Metadata
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    Abstract
    U.S. advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric Super Bowl advertisers watch closely is ad likeability, since this is correlated with sales success. This study is a replication and extension of the 2001 Tomkovick, Yelkur, and Christians research of Super Bowl ads in the 1990s. We explored 488 ads from the nine Super Bowls during the years 2000-2008. Our findings show humor, animals, product category, product information and presence of children all significantly impacted ad likeability.
    Subject
    Television advertising--Evaluation
    Advertising in popular culture--Evaluation
    Super Bowl--Advertising--Evaluation
    Posters
    Permanent Link
    http://digital.library.wisc.edu/1793/46984
    Description
    Color poster with text, images, and graph.
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    • Student Research Day

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