Sometimes a Super Bowl ad doesn’t have as much to do with raising awareness as it does establishing legitimacy. A brand’s ability to spend up to $7 million for 30 seconds of national airtime means it must be doing something right. Right?
“It shows investors and consumers that a company is in a position to spend and it’s going to survive,” says Linli Xu, assistant professor of marketing at the University of Minnesota’s Carlson School of Management.
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