Graduation Year
Spring 2014
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Economics-Accounting
Reader 1
Matthew Magilke
Terms of Use & License Information
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.
Recommended Citation
Thomasson, Joshua M., "The Super Bowl and Advertising: An Analysis of Firm Enhancement" (2014). CMC Senior Theses. 835.
https://scholarship.claremont.edu/cmc_theses/835
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.