Winning the Advertising Game: Lessons from the Super Bowl Ad Champions

About Alexander MafaelCharles R. TaylorDavid W. StewartSascha Raithel

Sascha Raithel is a Full Professor of Marketing at Freie Universität Berlin in Germany. His work has appeared in prestigious academic and practitioner journals such as Management Science the Journal of Marketing Research the Strategic Management Journal and the Harvard Business Review. He also serves on the editorial board of the International Journal of Advertising. Charles R. Taylor the John A. Murphy Professor of Marketing at Villanova University in the United States is the Editor-in-Chief of the International Journal of Advertising. With more than 100 peer-reviewed articles in top-tier publications Taylor is a leading authority on Super Bowl advertising and contributes a column to Forbes.com. David W. Stewart Ph.D. holds the position of Professor Emeritus at Loyola Marymount University in the United States. He chairs the Marketing Accountability Standards Board and has previously served as editor for esteemed journals including the Journal of Marketing and the Journal of the Academy of Marketing Science. With over 350 published papers and twenty books to his name he is a prolific author. Alexander Mafael Assistant Professor of Marketing at the Stockholm School of Economics in Sweden focuses his research at the intersection of advertising and strategy. His work has been featured in leading academic journals such as the Journal of the Academy of Marketing Science and the Journal of Consumer Psychology.