Kellogg School of Management Faculty and MBA Students to Lead Ninth Consecutive Super Bowl Ad Review

EVANSTON, Ill., Jan. 24, 2013 /PRNewswire/ — More than 100 million Americans will be anxious to see who emerges victorious on Super Bowl Sunday with the best ad of the year. Will it be a perennial advertiser, like Anheuser-Busch or GoDaddy.com, or a newcomer, like Gildan, Oreo or Axe? Last year, the M&M’s “It’s That Kind of Party” spot was a favorite–will the brand stay on top in 2013? Marketing professors and students from the Kellogg School of Management at Northwestern University are available to discuss these topics and more, including how advertisers can create a winning Super Bowl ad strategy.

    What:   The Kellogg School of Management at
            Northwestern University will conduct its
            ninth-annual Kellogg School Super Bowl
            Advertising ReviewFeb. 3. Marketing faculty
            and students will convene in Evanston, Ill.,
            to watch the Super Bowl and rate the
            advertisers, using a set of academic criteria
            known as ADPLAN (Attention, Distinction,
            Positioning, Linkage, Amplification and Net
            Equity).

    Who:    Kellogg School of Management professors Tim
            Calkins and Derek Rucker lead the
            review.Clinical Professor of MarketingTim
            Calkins teaches courses in marketing strategy
            and acts as co-academic director of the
            school's branding program. He is also the
            author of "Defending Your Brand: How Smart
            Companies Use Defensive Strategy to Deal with
            Competitive Attacks,"as well as "Breakthrough
            Marketing Plans."

            Associate Professor of Marketing Derek Rucker
            teaches advertising strategy at Kellogg and
            his research primarily focuses on the study of
            attitudes, persuasion and social influence. He
            has been published in numerous academic
            journals, is the co-director of the school's
            Center for Global Marketing Practice, and co-
            authors "Advertising Strategy."

            Calkins and Rucker can comment on the
            following:
            Advertisers played it safe in 2012. Will
            newcomers shake up the field this year?
            How does Super Bowl advertising reflect the
            mind-set of American businesses and the
            health of the economy?
            How are marketers continuing to capitalize on
            their Super Bowl investment leading up to game
            night and beyond, in social media channels and
            online?
            Both professors are also blogging about Super
            Bowl advertising at

http://kelloggsuperbowlreview.wordpress.com.

    When:   Results will be available immediately following
            the Super Bowl broadcast via PRNewswire and
            email. Professors Calkins and Rucker are
            available for comment leading up to the Super
            Bowl, and are also available the day of the
            game, Sunday, Feb. 3, 2013, and all day on
            Monday, Feb. 4, 2013 for interviews via email,
            phone or in person.

    Where:  Kellogg School of Management at Northwestern
            University
           James L. Allen Center                            Closed to general public.
           2169 North Campus Drive                          Open to media, please call ahead.
           Evanston, Ill. 60208

     More   http://www.kellogg.northwestern.edu/news/
     info:  superbowl/

    MEDIA CONTACTS:
    Kellogg School of Management at Northwestern University
    Betsy Berger                                            Meredith Kish
    Office: 847-467-3108                                    Office: 212-653-0655
    Mobile: 847-308-1762                                    Mobile: 973-202-4034
    b-berger@kellogg.northwestern.edu                       Meredith.kish@clynch.com

SOURCE Kellogg School of Management