1. PRE-GAME: A Brief History of (Super Bowl) Advertising -- 2. COIN TOSS: Advertising Matters -- 3. FIRST QUARTER: Make a Game Plan -- 4. SECOND QUARTER: Make a Roadmap -- 5. HALFTIME SHOW: Find Creatives that Work and Stand Out -- 6. THIRD QUARTER: Two Strategies to Boost Your Return on Ad...

Traditional measures of the effectiveness of marketing communications suggest a specific process by which marketing actions influence consumers. This article offers a broader philosophical perspective on measuring the effectiveness of marketing communications that focuses on interaction as the...

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of...