Kellogg School of Management Faculty Available to Discuss Super Bowl XLIV Ads

Kellogg School Super Bowl Advertising Review Returns for Sixth Year

Jan 06, 2010, 09:00 ET from Kellogg School of Management

EVANSTON, Ill., Jan. 6 /PRNewswire/ -- For many Super Bowl advertisers, it's not just about game day. With pre-game buzz, online marketing components and social media integration, marketers can stretch their ad investment beyond a 30-second spot. Despite the hefty price tag, many new and perennial advertisers have purchased Super Bowl ad time in hopes of increasing sales and brand awareness. 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: The Kellogg School of Management at Northwestern University, regarded as the world's No. 1 business school for marketing, will conduct its sixth-annual Kellogg School Super Bowl Advertising Review. Marketing faculty and members of the Kellogg Marketing Club will convene in Evanston, Ill. 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. ADPLAN is an acronym for Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

Kellogg marketing professors will lead the 2010 Kellogg School Super Bowl Advertising Review, serving as non-biased resources to address pressing topics surrounding television's most watched event.

  • 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 and consumer spending shift?

Who: Kellogg School of Management Professor Tim Calkins leads the Review. A clinical professor of marketing at the Kellogg School since 1998, Calkins teaches courses in marketing strategy and acts as co-academic director of the school's branding program. Each year, he provides a well-received Super Bowl advertising review for students and alumni. Calkins is co-editor of Kellogg on Branding (John Wiley & Sons, 2005) and is the author of Breakthrough Marketing Plans (Palgrave Macmillan, 2008) as well as numerous Kellogg case studies.

Professor Derek D. Rucker, who also leads the Review, is an associate professor of marketing at the Kellogg School of Management. Professor Rucker's primary research focuses on the study of attitudes, persuasion, and social influence. In addition to his ongoing research, he teaches the advertising strategy course at Kellogg. A Kellogg School faculty member since 2005, Rucker has been published in a number of academic journals, including the Journal of Personality and Social Psychology and the Journal of Consumer Psychology.

Professors Calkins and Rucker will continue to blog about Super Bowl advertising, offering insightful commentary on an ongoing basis. Please visit the blog at

When: Professors Calkins and Rucker are available for comment in the weeks leading up to the Super Bowl. They are also available 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.

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 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           

SOURCE Kellogg School of Management