Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns

ABSTRACTAdvertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall strategy (transformational vs. informational), message strategy (what to say), and creative strategy (how to say it) of the 2003 Super Bowl ads and related Web sites. Television commercials used transformational strategies more than did Web sites. Message strategies were more consistent across media than were creative strategies. Thus, campaigns may be integrated in "what to say" even when the "how to say it" seems different. Some unexpected relationships were found between message and creative strategies but these findings highlight the need to tailor messages to technological capabilities of media. Additional informationABOUT THE AUTHORSJuran Kim is a doctoral candidate in advertising at the University of Tennessee. Her M.A. in advertising is from the University of Texas at Austin. Her research focuses on interactive advertising and consumer behavior issues including Internet brand community studies. You may reach her at: jkim18@utk.edu.Sally J. McMillan (Ph.D., University of Oregon) is an associate professor of advertising and public relations at the University of Tennessee. Her research focuses on exploring the concept of interactivity, definitions and history of new media, health communication, and the impact of communication technology on organizations and society. Dr. McMillan has published research in the Electronic Journal of Communication, Health Communication, Journal of Advertising, Journal of Advertising Education, Journal of Advertising Research, Journal of Computer Mediated Communication, Journal of Interactive Advertising, Journal of Intercultural Communication Research, Journalism and Mass Communication Quarterly, and New Media and Society.Jang-Sun Hwang (Ph.D., University of Tennessee) is an assistant professor at Chung-Ang University, Seoul, Korea. His research focuses on interactive advertising and online consumer behavior, especially with qualitative research methods. You may reach him at: seralpha@cau.ac.kr.