With the continuing economic crisis, many marketers who traditionally are big ad spenders are balking at the conspicuous consumption of spending an estimated $3 million on a 30-second Super Bowl spot. But some who have committed see an opportunity to distinguish themselves and their brands. Scott Keogh, CMO of Audi of America, which is running a minute-long spot during the game said, "If a number of our competitors are locking on the brakes, we feel we can make a lot more brand gains."

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