Queen's University

Super Bowl

2011-02-07

Queen's University experts can talk about Super Bowl advertising, how players mentally deal with the intense pressure of playing in the big game, and Super Bowl food and parties.

How to get the most bang for your Super Bowl advertising buck

The Super Bowl is a great opportunity for companies to take advantage of a large, diverse audience; making the opportunities it creates unparalleled to anything in the market in terms of reach, publicity and social media presence. But many companies just spend the cash – sometimes upwards of $3 million – without considering how it fits into their marketing mix.
Queen’s School of Business Marketing professor Ceren Kolsarici's recent research found that on average more than 50% of advertising investment is inefficient across various product categories and media types. She can discuss what the right mix of advertising looks like and how companies can get the best bang for their buck in Super Bowl advertising. The popularity of Super Bowl advertising mainly comes from the publicity and awareness it creates, which might not be reflected in sales in the short term. So companies need to use their ad budget more strategically and be aware of the significance of media combinations.

How athletes deal with the mental pressure of performing in the big game

Professor Jean Cote, the Head of the School of Kinesiology and Health Studies, is available to talk about the psychological aspects athletes face when playing in the high-pressure Super Bowl game.
“The mental preparation for a big game like the Super Bowl is a crucial element of success. The only aspect of the game that the players can control is their own thoughts and behaviours. Success in a big game like the Super Bowl depends on the players’ ability to control the distractions before and during the game and ultimately focus on what they have to do, and there are several mental training techniques and strategies that can be used to achieve this goal,” says Dr. Cote.

Super Bowl food and parties

English professor Heather Evans is an expert in food history, food writing and gastronomy and is available to discuss the role and significance of feasting and food traditions.
"In America, Super Bowl Sunday is second only to Thanksgiving for food consumption. In the relatively short time since its inception, Super Bowl has acquired the status of a holiday feast day. And like other ritualized feasts, the occasion both connects us to the past and provides a snapshot of current socio-cultural values and ideas, some of which may be less flattering than we might like,” says Dr. Evans.

To arrange an interview, please contact communication officers Michael Onesi at 613.533.6000 ext. 77513 or michael.onesi@queensu.ca or Christina Archibald at 613-533-32877 or Christina.Archibald@queensu.ca at Queen’s News and Media Services, Queen’s University in Kingston,Ont., Canada.

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