A discussion about sales, sales tips and advice, and about those who land the deal

I'm watching the Super Bowl right now.  At the moment, there's no score.  I could say the same for the commercials at this point (except for the FedEx commercial with the cavemen in it...that was a good one!). 

Many of the commercials are going to feature beer advertisements.  That's the case for any televised sporting event, but especially true for football and the Super Bowl.

So here's my question: How would Budweiser, Coors, Miller and the rest market their product if they couldn't do it with the Super Bowl?  Think about it.  What would their marketing focus be?  Where would they re-direct their ad budget? 

Here's the bigger question: Assuming that Budweiser spends, lets say, $10m on Super Bowl advertising.  That's for two minutes, four ads.  Is there a better way to spend $10,000,000 over 120 seconds in an effort to build brand awareness and sell their product?  Something inside me says the answer to that has to be "yes."

So, what is it?

Your comments and ideas welcome...