DISCUSSION QUESTIONS: What payback should and shouldn’t marketers expect from Super Bowl ads? How should success be measured?

Interactive Edge’s CEO, Zel Bianco comments, featured on RetailWire’s Braintrust:

Marketers use their Super Bowl commercials to gain awareness, make a splash and create buzz. Smart marketers start the process before the big day in social media, and then again after the game for a week or two to achieve the maximum exposure. Is it worth it? Many still use the original Macintosh commercial as the benchmark which is unrealistic.

Read the entire article at Retail Wire:

Are Super Bowl ads worth it?