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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 23. The medium is not the message; the message is the message

The Super Bowl is the perennial clash of NFL division winners. It has also become the Super Bowl of advertising. Advertisers bid up air time so that their brand is part of this media event. In recent years, Super Bowl thirty-second spots commanded in the neighborhood of $2.7 million. Yes, you read that right—$2.7 million dollars for 30 seconds of air time.

What do you get for that kind of money? Remember the GM robot nearly driven to suicide on his quest for perfection? What about the suggestion by Bud Light that using Rock, Paper, Scissors may not be the best way to determine who gets the last beer? And then there was the elderly man who had his first ever Coca-Cola and wondered ...

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