Kim, Kihan; Cheong, Yunjae - In: International Journal of Sports Marketing and Sponsorship 13 (2011) 1, pp. 2-17
This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four research questions. What are the message strategies commonly employed in Super Bowl commercials? What are the trends of...