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

Results ranking the most—and least—effective ads will be available immediately following the game on Sunday, Feb. 3

Jan 24, 2013, 12:32 ET from Kellogg School of Management

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, 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.


The Kellogg School of Management at Northwestern University will conduct its ninth-annual Kellogg School Super Bowl Advertising Review Feb. 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).



Kellogg School of Management professors Tim Calkins and Derek Rucker lead the review. Clinical Professor of Marketing Tim 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



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. 



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SOURCE Kellogg School of Management