Tip Sheet: How PR Gives Super Bowl Advertisers More Bang for Their Integrated Marketing Bucks

By K.C. Brown While sports fans are still buzzing about the New York Giants' historic upset over the New England Patriots in the 2008 Super Bowl, advertisers continue to create a different kind of buzz. Super Bowl advertisers this year got serious about integrated marketing, leading their multimillion dollar ad campaigns with sophisticated public relations initiatives utilizing both traditional and new media. Fueled by intensive promotion starting weeks before the game, news media coverage of the advertisements aired on Super Bowl Sunday reached an all-time high.

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