Journal of Marketing Management

Hash tag Slogans, Super Bowl Commercials, and Millennial
Dr. Douglas M. Carroll

Abstract
This study measures brand awareness of Super Bowl commercials using hash tag slogans with survey samples comprised of Millennial. The day after the Super Bowls of 2015 and 2016, participants were given a recognition test and asked to match the slogan with the correct brand from a list of three. Test items included traditional slogans and hash tag slogans. Participants also responded to a survey questionnaire regarding personal electronic device ownership and social media use. Results indicated greater brand awareness of traditional slogans as compared to hash tag slogans. The study also noted high degrees of electronic device ownership and social media use. Implications for researchers and marketers were discussed.

Full Text: PDF     DOI: 10.15640/jmm.v4n1a2