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LOS ANGELES A study of Super Bowl advertising effectiveness shows that movies marketed during the big game perform 40 percent better at the box office than films that are not.
The report by Rama Yelkur, Chuck Tomkovick and Patty Traczyk, of the marketing department of the University of Wisconsin, Eau Claire, was first published in the Journal of Advertising Research. It covered 21 movies advertising on the Super Bowl telecast from 1998 to 2001, though the professors said the model has been shown to apply to 2002 to 2004.
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