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
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 Monster.com, Careerbuilder.com, 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
http://kelloggsuperbowlreview.wordpress.com.
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
in-person.
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
http://www.kellogg.northwestern.edu/news/superbowl/.
MEDIA CONTACTS:
Aaron Mays Molly Lynch
Office: 847-491-2112 Mobile: 773-505-9719
Mobile: 773-344-2331 [email protected]
[email protected]
During and immediately following the Super Bowl on Feb. 7
Land line: 847-467-0290
Mobile: 773-344-2331
SOURCE Kellogg School of Management
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