DON’T:
Spend $5 million on a 30-second spot during the game. This is a no-brainer that applies to the 99% of companies that don’t have the financial leverage to drop such an exorbitant sum. The typical roster of companies advertising in the Super Bowl includes a who’s who from the Fortune 500 list. This year’s participating brands include Facebook, Google, Snickers, Heinz, Budweiser, and Procter & Gamble. Notice that local shops like Bob’s Lightbulbs aren’t on that list.