Super Bowl Ads: Lots of Fumbles
Super Bowl XXXVII was an uncompetitive clunker -- and so were the ads shown during the game. At least, that's what six marketing gurus from the nation's top business schools thought. In their view, Madison Avenue came out as flat as the overwhelmed Oakland Raiders by offering a spate of silly or mostly ordinary commercials that businesses paid Super Bowl-size prices to air. Though ads on this year's contest cost $2 million a pop on average, many advertisers trotted out new versions of existing campaigns rather than create something original -- apparently, to hold down costs.
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