Kellogg Tackles 6th Super Bowl Ad Review

Professors Tim Calkins and Derek Rucker of the Kellogg School of Management are gearing up for the school’s sixth annual examination of Super Bowl commercials, known as the Kellogg School Super Bowl Advertising Review.

Rucker, associate professor of marketing and the Richard M. Clewett Research Professor, and Calkins, clinical professor of marketing, will serve as non-biased resources for students as they evaluate the advertisements in real time.

Known as the world’s top business school for marketing, Kellogg’s marketing faculty and members of the Kellogg Marketing Club will convene in Evanston, Ill. on February 7, 2010, 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.

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. They will address questions such as:

  • What are the qualities of an effective Super Bowl advertisement?
  • What are the big advertising trends for the 2010 Super Bowl? What changes can viewers expect to see this year?
  • How should marketers leverage the Super Bowl buzz to increase their ROI?
  • As the economy rebounds, how will advertising messaging and consumer spending shift?

Professors Calkins and Rucker will blog about Super Bowl advertising leading up to the big day, offering insightful commentary on an ongoing basis. To follow the discussion, visit their blog at

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