225 Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

232 Brand Logic: A Business Case for Communications

237 Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard

244 How the Pursuit of ROMI Is Changing Marketing Management

255 How to Fill the Accountability Gap in Demand Creation

262 Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study

271 Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

281 The NASCAR Phenomenon: Auto Racing Sponsorship and Shareholder Wealth

297 Advertising as Public Diplomacy: Attitude Change among International Audiences

Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million to run 30-second advertisements in these games. The question is often asked: “Are these ads worth it?” This study examines Super Bowl advertising effectiveness from the Hollywood movie industry's perspective. Results indicate that the average Super Bowl promoted film achieved twice as much first weekend, first week, and total U.S. box office revenue than its average non-Super Bowl promoted movie counterpart for the years 1998–2001. When all movies with production budgets of $35 million or more and U.S. release dates within 7 months of the 1998–2001 Super Bowls were considered, Super Bowl promoted movies grossed nearly 40 percent more than non-Super Bowl promoted movies. Conclusions are drawn and future research directions are outlined.