AutoNation Sponsors Bowl Game In Orlando Postseason Runs By O's, Nats Spark Ad Sales For MASN Mississippi State Licensing Infringement Rises Coaches Talk How Brands Impact Recruiting Marketplace Roundup McGladrey Extends PGA Tour Deal Nike Forecasts Growth In Sale Of Women's Apparel Panini Signs Exclusive Deals With Three Schools Nivea Men Signs As FXFL Sponsor Davis' Chevy Ad Continues To Draw Attention
Upcoming Conferences and Events
SBD/January 10, 2012/Marketing and Sponsorship
Skechers Replaces Kim Kardashian With Bulldog For Super Bowl Spot
Published January 10, 2012
NOT WORTH THE COST: Denny’s is not advertising in the game after promoting the restaurant chain during the '09 and '10 games. Denny's CMO Frances Allen noted the company didn’t consider buying ad time during the Super Bowl this year, saying, "If you have a purpose for being in there, it’s great. It’s the most expensive airtime and I don’t really see the ROI for it." Allen: "It’s wonderful to have your ad talked about the next day and some people get great media out of that. But we’ve got a full year to support and blowing such a huge proportion of the budget on one spot -- it’s rarely the right decision” (ADWEEK.com, 1/6).