Graduation Year

Spring 2014

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Economics-Accounting

Reader 1

Matthew Magilke

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

© 2014 Joshua M. Thomasson

Abstract

This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.

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