Maximizing the ROI on Your Super Bowl Spot - Advertising Age - Digital - 0 views
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is such an unusual magnet for consumer attention and recall that it is worth every penny.
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Consumers want to see the ads; they're akin to entertainment.
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In my six years of monitoring game spots, there's been no question that brands that "prime the pump" around their Super Bowl spots get far bigger buzz dividends than brands that don't.