With Christmas behind us, marketing buzz now shifts toward the Super Bowl. Indeed, a 30-second advertising spot during the culminating game of the season for American football can command as much as $2.5 to $3 million. Is it really worth it?
These and other questions will be at the heart of the sixth annual Kellogg School of Management Super Bowl Advertising Review. On game day – February 7, 2010 – students at the business school widely regarded as tops in the field of marketing will pick apart the much-hyped Super Bowl advertisements, judging them based on their potential to drive sales, their impact on companies’ bottom lines and their power to improve brand awareness.
Kellogg marketing professors Derek Rucker and Tim Calkins will oversee students as they dissect this year’s Super Bowl advertising in real time. The students, including members of the Kellogg Marketing Club, will rate the advertisers using a set of academic criteria known as ADPLAN, an acronym for Attention, Distinction, Positioning, Linkage, Amplification and Net equity.
Using ADPLAN, they will examine the qualities that define a successful Super Bowl ad, identify new advertising trends for Super Bowl 2010 and contemplate how marketers can best leverage Super Bowl buzz to increase their return on investment.
Based on these and other academic criteria, the Kellogg students will produce a final ranking of the most and least effective advertisements aired during television’s most-watched event. Leading up to the event, Professors Calkins and Rucker will blog about Super Bowl advertising, providing ongoing commentary and insight, at http://kelloggsuperbowlreview.wordpress.com.
To learn more about the sixth annual Kellogg School Super Bowl Advertising Review, click here.
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