Kellogg School of Management Faculty and MBA Students to Lead Sixth Annual Super Bowl Advertising Review

Was the hefty price tag worth it? Ad Review results available immediately following the game

Jan 28, 2010, 11:02 ET from Kellogg School of Management

EVANSTON, Ill., Jan. 28 /PRNewswire/ -- With just over a week left until Super Bowl Sunday, game-day advertisers are looking to increase buzz through online marketing components and social media integration.  Despite the hefty price tag and challenging economic climate, the new and perennial advertisers slated to appear during this year's game include,, Chrysler, Hyundai Motor America, Coca Cola, Sprint's Boost Mobile, U.S. Census Bureau and Anheuser-Busch, to name a few.  Marketing professors and students from the Kellogg School of Management at Northwestern University will revisit the age-old question about Super Bowl ads – is it worth spending between $2.5-3 million for a 30-second advertisement?

    What:      For the sixth consecutive year, Kellogg marketing students will
               participate in the Kellogg School Super Bowl Advertising
               Review.  Marketing faculty and students from the Kellogg
               Marketing Club will convene on Northwestern University's
               Evanston, Ill. campus to watch the event, rate the advertisers
               using a set of academic criteria known as ADPLAN and produce a
               final ranking of the most – and least – successful advertisers.
               Results will be available immediately following the broadcast.
    Who:       Two members of the Kellogg School marketing faculty, Professors
               Tim Calkins and Derek Rucker, will lead the Review, again
               serving as non-biased resources as they provide analysis and
               address pressing topics before, during and after television's
               most watched event. Among other topics, the professors are able
               to comment on the following:
                   -- What qualities are essential in producing an effective
                      Super Bowl ad?
                   -- What are the big advertising trends for the 2010 Super
                      Bowl? What changes can viewers expect this year as
                      compared to previous years?
                   -- How should marketers leverage buzz to increase ROI?
                   -- As the economy rebounds, how will advertising
                      messaging shift?
               Professors Calkins and Rucker and participating students will
               be available for media interviews and commentary leading up to,
               during and immediately following the game.
               Both professors will continue to blog about Super Bowl
               advertising, offering insightful commentary on an ongoing
               basis. Please visit the blog at
    When:      Results will be available immediately following the Super Bowl
               broadcast via PR Newswire, e-mail and fax. Professors Calkins
               and Rucker are available for comment in the weeks leading up to
               the Super Bowl. They are also available until midnight EST on
               the night of the game, Sunday, February 7, 2010, and all day on
               Monday, February 8, 2010, for interviews via e-mail, phone or
    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.
    More       To schedule an interview or learn more about Professor Calkins,
    info:      Professor Rucker and the Kellogg School Super Bowl Advertising
               Review, contact Aaron Mays or Molly Lynch at the contact
               information below.  To learn more, visit
    Aaron Mays                        Molly Lynch
    Office: 847-491-2112              Mobile: 773-505-9719
    Mobile: 773-344-2331    
    During and immediately following the Super Bowl on Feb. 7
    Land line: 847-467-0290
    Mobile:  773-344-2331

SOURCE Kellogg School of Management