Original paper
Going for Gold - Investigating the (Non)Sense of Increased Advertising Around Major Sports Events
Abstract
Major sports events draw unsurpassed media attention. Companies are motivated to increase their advertising investments around these events to reach large audiences in a short period. Is such an advertising surge actually beneficial though, or should companies avoid advertising in these periods because of negative effects of competitive interference? This study investigates when consumer packaged goods companies should invest in advertising to...
Paper Details
Title
Going for Gold - Investigating the (Non)Sense of Increased Advertising Around Major Sports Events
Published Date
Jan 1, 2012
Journal