Finding customers among the Super Bowl masses:

01/31/2008 | Boston Globe (tiered subscription model), The

Super Bowl ads have to walk a fine line between appealing to targeted customers and entertaining the mass audience that tunes in for the big game, according to this article. Jon Hickey, SVP of sports and entertainment marketing at Mullen, said: "If you do try to appeal to a smaller niche, whether it's ethnic or gender or age, it's going to fall flat in the Super Bowl. The ones that really pay off the investment are ones that have broad appeal."

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Boston Globe (tiered subscription model), The

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