News

Advertising Age Article Abstract

Why Issue-Based Advertising Is Like Walking a Minefield

Tim Tebow Super Bowl Ad Begs the Question of What Makes for a Successful Strategy to Sell Causes

By: Tim Calkins and Derek Rucker
Published: February 08, 2010

Although Focus on the Family's Tim Tebow Super Bowl ad can be examined from many angles, an interesting angle for a CMO relates to understanding issue-based advertising and how it might differ from more traditional brand-advertising efforts. ...

Full Article Word count: 1140

Become an Ad Age Subscriber

Ad Age is committed to providing you with industry news and information you need to succeed. That's why we are pleased to offer our readers 7 free articles and blogs at no charge. You have reached your 8th article. We invite you to subscribe so you can finish this article, and get uninterrupted service and access to special offers.

SUBSCRIBE NOW LOGIN
Corporate Subscriptions or Site Licenses are also available.

For questions, comments or other service issues, please contact our Customer Service Department at 1-313-446-0450.