"I Can Sell Just About Anything"

Because I am sure everybody's eyes were glued to the television, you all noticed how it seems advertisers can some how make correlation to basketball and whatever product they are selling, like cars. Whether "March Madness" is just the perfect time for a huge sale or they try to make some silly connection, it is there lurking about. This really can't be an example of convergence because college basketball is not a big company with products to sell through other products. The advertisers then get nothing from the hype they give to the games, so why do they use this approach? A “silver bullet” route (media equals the gun, and the brain is the target) might relay as follows. As you watch the commercials, perhaps they are hoping that if you will file away in your memory what you saw because it reminded you of the basketball games. Then, as fate unfolds itself and the winners and losers are determined, you might end up with a pleasing experience from your days of television viewing. From there, you unconsciously associate happy feelings with what your brain thinks of when it pulls up the file marked basketball. However, as expected, results are not going to be uniform and such. Is the tie to basketball really any more effective?