Kellogg School Hosts 7th Annual Super Bowl Ad Review

On Sunday, February 6, the Kellogg School of Management hosts its seventh annual Kellogg School Super Bowl Advertising Review.  Led by marketing professors Tim Calkins and Derek Rucker, students will watch the event and rate the advertisers using a set of academic criteria known as ADPLAN to rank the most and least successful advertisers.

ADPLAN is an acronym for Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

Students judge the advertisements based on their potential to drive sales, favorably impact companies’ bottom lines and improve brand awareness, as opposed to evaluating the commercials according to their popularity. Here are some of the things they will be on the lookout for:

  • What qualities are essential in producing an effective Super Bowl ad?
  • What are the big advertising trends for the 2011 Super Bowl? What changes can viewers expect this year as compared to previous years?
  • How does Super Bowl advertising reflect the health of the American economy?
  • How will digital advertising and social media bring out innovation for brands?

Until the big day, professors Calkins and Rucker will post commentary on Super Bowl advertising and current trends on their blog. To follow the discussion, visit

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