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Article: Super Bowl Commercials Can Be Expensive Gamble for Some Companies.
- Article from:
- St. Louis Post-Dispatch (St. Louis, MO)
- Article date:
- January 26, 2004
CopyrightCOPYRIGHT 2004 St. Louis Post-Dispatch. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Thomas Lee
Jan. 26--The Super Bowl may be the ultimate TV event of the year, but for companies willing to pay millions of dollars for a 30-second commercial, success is not a sure thing.
For every Anheuser-Busch Cos., whose humorous commercials consistently are audience favorites, there's also an AT&T Wireless Services Inc., whose mLife ads in 2002 seemed to annoy viewers more than entertain them.
And even the funniest commercials don't mean anything unless they help a company sell something, whether a product, service or an image. When it comes to getting a return on their Super Bowl investment, most companies miss the point, experts ...