Advertisers look to score with Super Bowl commercials

February 8, 2007
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ANN ARBOR—University of Michigan experts are available to discuss Super Bowl commercials, which advertisers hope will boost sales, brand recognition and water cooler discussion among consumers. The experts, all affiliated with the Stephen M. Ross School of Business, include:

? Christina Brown, marketing lecturer, can discuss consumer decision-making and how advertising influences their choices. She also can lend insights about how Super Bowl ads have changed over the years.
“>Additional information on Gershoff >

? Christie Nordhielm, associate professor of marketing, is a former advertising executive and an expert on advertising repetition effects, affective and cognitive response to advertising, marketing strategy and gender differences in persuasive appeals. She has been widely cited on advertising issues related to the Super Bowl.
More information on Nordhielm >

? Tim O’Day is executive director of the Ross School’s Yaffe Center for Persuasive Communications. Prior to that, he was an executive vice president/account director at Leo Burnett Co. in Chicago where he led the Kellogg USA and Morgan Stanley accounts. He was involved in the decision of whether a Super Bowl ad was worth the investment, and how to read the impact.