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dc.contributor.advisorYelkur, Rama
dc.contributor.advisorTomkovick, Charles L.
dc.contributor.authorHofer, Ashley
dc.contributor.authorRozumalski, Dan
dc.contributor.authorTheiler, Clay
dc.descriptionColor poster with text, images, and graph.en
dc.description.abstractU.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.en
dc.description.sponsorshipUniversity of Wisconsin--Eau Claire Office of Research and Sponsored Programs; University of Wisconsin--Eau Claire Center of Excellence for Faculty and Undergraduate Student Research Collaboration; University of Wisconsin--Eau Claire Blugold Fellowship Programen
dc.relation.ispartofseriesUSGZE AS589en
dc.subjectTelevision advertising--Evaluationen
dc.subjectAdvertising in popular culture--Evaluationen
dc.subjectSuper Bowl--Advertising--Evaluationen
dc.titlePredicting Super Bowl Ad Likeability in the New Millenniumen

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  • Student Research Day
    Posters of collaborative student/faculty research presented at Student Research Day

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