Kellogg School of Management Faculty and MBA Students Rank Super Bowl Advertisers

Kellogg School of Management Faculty and MBA Students Rank Super Bowl Advertisers

Results of the fourth annual advertising review available immediately
following Super Bowl XLII

WHAT: For the fourth consecutive year, the Kellogg School of
Management Super Bowl Advertising Review will watch, analyze
and grade each ad during the Super Bowl.

During the Review, marketing faculty and students from the
Kellogg Marketing Club will gather in Evanston, Ill., rate the
advertisements on a series of academic criteria and develop a
final ranking of the most -- and least -- successful ads. Each
advertisement will be ranked on innovative criteria known as
ADPLAN, which was developed by Kellogg School faculty. The
acronym instructs viewers to account for each spot's
Attention, Distinction, Positioning, Linkage, Amplification
and Net equity. Results will be available immediately
following the broadcast.

Two members of the Kellogg School marketing faculty,
Professors Tim Calkins and Derek Rucker, will lead the Review,
and serve as non-biased resources to provide analysis of Super
Bowl advertising and answer questions before, during and after
the game.

-- How has increased popularity in DVRs and the writers'
strike added to the Super Bowl's appeal to marketers?
-- How are Super Bowl advertising veterans and newcomers
approaching the opportunity and audience differently?
-- Will Super Tuesday participating states see campaign ads?

WHO: Professors Calkins and Rucker and participating students will
be available for media interviews and commentary the week
leading up to, during and immediately following Super Bowl
XLII.

WHERE: The Kellogg School of Management
James L. Allen Center
2169 North Campus Drive Open to media, please call ahead.
Evanston, IL 60208

WHEN: Results will be available immediately following the broadcast
via PR Newswire and via e-mail and fax.
Professor Calkins, Professor Rucker and the students are
available for comment the week leading up to the Super Bowl.
They are also available until midnight EST (12:00 a.m.)
immediately following the game on Sunday, February 3, 2008,
and all day on Monday, February 4, 2008.

More info: To schedule an interview or learn more about Professor
Calkins, Professor Rucker and the Kellogg Super Bowl
Advertising Review, contact Mavourneen Ryan or Meg Washburn at
the contact information below.
Visit the Review on the Web at

http://www.kellogg.northwestern.edu/news/superbowl/.

MEDIA CONTACTS:

Meg Washburn Mavourneen Ryan
Kellogg School of Management Manning Selvage & Lee
Office: 847-491-5446 Office: 312-861-5247
Mobile: 773-848-4461 Mobile: 773-636-1577
m-washburn@kellogg.northwestern.edumavourneen.ryan@mslpr.com

During and immediately following Super Bowl XLII
Land line: 847-467-0290
Pager: 877-210-2324

Available Topic Expert(s): For information on the listed expert(s), click appropriate link. Derek Rucker http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=71726 Tim Calkins http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=71725

PRNewswire -- Jan. 28
First Call Analyst:
FCMN Contact:

Source: Kellogg School of Management at Northwestern University

Web site:

http://www.kellogg.northwestern.edu/news/superbowl

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