Super Bowl advertisers may resort to ‘guerrilla’ means to get eyes


Amit Joshi UCF College of Business

Amit Joshi, Ph.D.

In the high-stakes battle between advertisers at this year’s Super Bowl, top corporate brands such as Budweiser, Doritos and Pepsi are once again spending record amounts for precious time during Sunday’s big game.

But some researchers and advertising veterans say a more low-key guerrilla marketing campaign might be a better option for companies who want to piggyback on the Super Bowl’s shoulder pads without breaking their ad budgets for the rest of the decade.

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