Kellogg School of Management Faculty and MBA Students to Lead Fifth Annual Super Bowl Advertising Review
Posted on: Monday, 26 January 2009, 11:00 CST
EVANSTON, Ill., Jan. 26 /PRNewswire/ -- With economic uncertainty, layoffs
and bailouts dominating news headlines, this is the year Super Bowl XLIII
advertisers will truly need to pull out a new playbook for the big game.
During the 2009 Super Bowl, students from the Kellogg School of Management
will rank each advertisement based on key factors that can help drive sales
and favorably impact the company's bottom line -- especially important in a
year of fiscal scrutiny.
WHAT: For the fifth consecutive year, Kellogg marketing students will
participate in the Kellogg School of Management Super Bowl
Advertising Review, to watch, analyze and grade each ad during
Super Bowl XLIII.
During the Review, marketing faculty and students from the
Kellogg Marketing Club will gather in Evanston, Ill., rate the
advertisements on a series of academic criteria and develop a
final ranking of the most -- and least -- successful
advertisers. Each advertisement will be ranked on innovative
criteria known as ADPLAN, which was developed by Kellogg School
faculty. The acronym instructs viewers to account for each
spot's Attention, Distinction, Positioning, Linkage,
Amplification and Net equity. Results will be available
immediately following the broadcast.
Two members of the Kellogg School marketing faculty, Professors
Tim Calkins and Derek Rucker, will lead the Review, and serve
as non-biased resources to provide analysis of Super Bowl
advertising and answer questions before, during and after the
game, including:
-- How might ads differ this year due to the economy and
feelings of consumer uncertainty?
-- What qualities are essential to a strong Super Bowl ad in
a recession?
-- How can marketers leverage interest in social media to
generate buzz for their ad beyond game day?
WHO: Professors Calkins and Rucker and participating students will
be available for media interviews and commentary the week
leading up to, during and immediately following Super Bowl
XLIII.
New for 2009: Professors Calkins and Rucker are blogging about
Super Bowl advertising to offer comments and insights into this
year's advertising trends. Visit the blog at
http://kelloggsuperbowlreview.wordpress.com.
WHERE: The Kellogg School of Management
James L. Allen Center Closed to general public.
2169 North Campus Drive Open to media, please call
Evanston, IL 60208 ahead.
WHEN: Results will be available immediately following the broadcast
via PR Newswire and via e-mail and fax.
Professor Calkins and Professor Rucker are available for
comment the week leading up to the Super Bowl. They are also
available until midnight EST (12:00 a.m.) immediately following
the game on Sunday, February 1, and all day on Monday, February
2.
More
info: To schedule an interview or learn more about Professor Calkins,
Professor Rucker and the Kellogg Super Bowl Advertising Review,
contact Aaron Mays or Betsy Berger at the contact information
above.
Visit the Review on the Web at
http://www.kellogg.northwestern.edu/news/superbowl.
MEDIA CONTACTS:
Aaron Mays Betsy Berger
Kellogg School of Management MS&L
Office: 847-491-2112 Office: 847-577-6063
Mobile: 773-344-2331 Mobile: 847-308-1762
a-mays@kellogg.northwestern.edu betsy.berger@mslworldwide.com
During and immediately following Super Bowl XLIII on February 1
Land line: 847-467-0290
Mobile: 773-848-4461
SOURCE Kellogg School of Management
Source: PR Newswire
More News in this Category
RSS Feeds