Kellogg School Super Bowl Advertising Review Returns for its Tenth Year
Marketers are gearing up for the biggest night in advertising – Super Bowl XLVIII. And, the stakes are high, with 30-second spots averaging a record $4 million apiece and many new brands joining perennial fan favorites for this year’s advertising lineup. As advertisers seek to bolster their brands around Super Bowl XLVIII, faculty from the Kellogg School of Management at Northwestern University are available to discuss why brands are paying the immense price tag, what brands will be featured in this year’s commercials, and winning and losing advertising strategies.
What: The Kellogg School of Management at Northwestern University will conduct its tenth annual Kellogg School Super Bowl Advertising Review. Marketing faculty and students will watch the Super Bowl, rate the advertisers using a set of academic criteria known as ADPLAN and produce a final ranking of the most – and least – successful advertisers. Leading up to Super Bowl XLVIII, Professors Tim Calkins and Derek Rucker, co-leaders of the Ad Review, are available to discuss advertising trends, strategies and predictions related to this year’s big game, including:
- What are the big advertising trends for the 2014 Super Bowl? What changes can viewers expect this year as compared to previous years?
- What qualities are essential in producing an effective Super Bowl ad?
- How can we expect advertisers to take advantage of real time marketing in 2014?
- What integrated marketing campaigns are marketers conducting to capitalize on their Super Bowl investments in social media?
Who: Professor Tim Calkins is a clinical professor of marketing at the Kellogg School. Calkins teaches courses in marketing strategy and acts as co-academic director of the school’s branding program. He is also the author of Defending Your Brand, How Smart Companies Use Defensive Strategy to Deal with Competitive Attacks, as well as Breakthrough Marketing Plans.
Professor Derek D. Rucker is the Sandy & Morton Goldman Professor of Entrepreneurial Studies in Marketing at the Kellogg School. Rucker’s primary research focuses on the study of attitudes, persuasion, and social influence. A Kellogg School faculty member since 2005, Rucker has been published in a number of academic journals and is the co-director of the school’s Center for Global Marketing Practice.
When: Professors Rucker and Calkins are available for interviews leading up to the Super Bowl. They also are available the day of the game, Sunday, Feb. 2, 2014, and Monday, Feb. 3, 2014 for interviews via e-mail, phone or in-person. They also will blog about Super Bowl advertising at http://kelloggsuperbowlreview.wordpress.com.
More info: To schedule an interview or learn more about the Kellogg Super Bowl Advertising Review, contact Jeff Brennan (information above). To learn more, visit http://www.kellogg.northwestern.edu/news/superbowl/.
