Home Add to Favorite Contact Submit  
           29 March, 2024


    
Category:  Press » Education

 

Kellogg School of Management Ranks Google Best, Focus on the Family and U.S. Census Ads Worst in Super Bowl XLIV

Popularity:
         Views: 1992
2010-02-08 05:39:39     
Kellogg School of Management

The score is final and the points are tallied - for both the Super Bowl and for the Kellogg School Super Bowl Advertising Review. Google earned top marks for its "How to Impress a French Woman" ad, winning the sixth annual, ever-popular Review.

"This year's Super Bowl featured several effective ads, making the Review an exciting learning experience for the students," said Clinical Professor of Marketing Tim Calkins, who leads the event. "The overarching goal for Super Bowl advertisers is a successful ad that resonates with their target audience. Based on our framework, Google really embraced the key elements of a winning Super Bowl commercial with both its sentimental and practical execution."

Google earned the title of champion from the Review panel, which was comprised of MBA students from the Kellogg School of Management at Northwestern University. Google edged out fellow "A" grade advertisers including Denny's, Audi, Volkswagen, Dodge and Snickers. With three auto spots scoring in the top five, automakers surprised viewers by creating memorable ads that broke through the clutter.

With the pre-game buzz surrounding Focus on the Family for its anti-abortion sentiment and U.S. Census, which used government dollars, the panel thought the ads fell flat and didn't live up to the strategic framework. Other advertisers that received low marks from the panel included Honda and Bridgestone.

Associate Professor of Marketing Derek Rucker, who also leads the Review, noted, "Companies now need to leverage the buzz to increase their ROI. Turning the advertising into consumer action is the next step and the best companies know that. The marketing departments will be working overtime for that reason."

Unlike other popularity-based reviews, the Kellogg School Super Bowl Advertising Review uses a strategic academic framework known as ADPLAN. The acronym, developed by Kellogg faculty, instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

About the Kellogg School of Management at Northwestern University

The Kellogg School of Management at Northwestern University was founded in 1908 and is widely recognized as a global leader in management education. The school, located just outside of Chicago, is home to a renowned, research-based faculty and MBA students from around the globe. The Kellogg School's academic portfolio includes the Full-Time, Part-Time and Executive MBA Programs, the Ph.D. Program, and the executive degree and certificate Executive Education Programs. The school offers two joint-degree programs: the JD-MBA and the MMM (MBA-MEM). Additionally, the Kellogg School of Management offers an Executive MBA Program in Miami and has alliances with business schools in Europe, Asia, the Middle East and Canada. To learn more, please visit www.kellogg.northwestern.edu.

To learn more about the Kellogg School Super Bowl Advertising Review, please visit http://www.kellogg.northwestern.edu/news/superbowl/.

Specialized in: Mba - Business School - Mba Programs - Programs Mba - Executive Mba - Northwestern - Management - Northwestern Business School - Top Graduate Schools - Best Graduate Schools
URL: http://www.kellogg.northwestern.edu
Print press release      Bookmark this page
Related Press releases 
Prevent Blindness Offers New Educational Resources on Uveitis and Keratitis for Rare Disease Day (Popularity: ): CHICAGO - February 23, 2020 -- In observance of Rare Disease Day on Feb. 29, 2020, Prevent Blindness, the nation’s oldest volunteer eye health organization, is offering educational resources on uveitis, an inflammatory eye disease. Uveitis is a general term describing a group of inflammatory diseases that produces swelling and destroys eye tissues in the uvea (the middle layer of the eye that contains most blood vessels), according to the ...
Worcester Polytechnic Institute to Help Develop Novel Sign Language Technology (Popularity: ): WORCESTER, Mass. - January 08, 2020 -- A Worcester Polytechnic Institute (WPI) researcher has received a $1 million National Science Foundation (NSF) grant that could lead to significant breakthroughs in technology platforms for the ASL-signing Deaf Community. Erin Solovey, assistant professor of computer science, will investigate the feasibility and effectiveness of computer interfaces that will allow deaf individuals to navigate, search, and interact with technology completely in American Sign Language.Members ...
Minnesota’s Best Colleges for 2017 Ranked by LearnHowToBecome.org (Popularity: ): San Francisco - March 18, 2017 -- LearnHowToBecome.org, a leading resource provider for higher education and career information, has analyzed more than a dozen metrics to rank Minnesota’s best universities and colleges for 2017. Of the 32 four-year schools on the list, Gustavus Adolphus College, St. Catherine University, Saint John’s University, University of Minnesota Twin Cities and The College of Saint Scholastica came in as the top five. 32 two-year ...
ASA College Ranked as the #1 Provider of Health Degrees to the Hispanic Community (Popularity: ): NEW YORK, NY - September 12, 2015 -- The July 2015 issue of Hispanic Outlook in Higher Education Magazine nationally ranked ASA College as the number one provider of two-year health degrees to the Hispanic and Latino community. Additionally, the same article shows that ASA College grants more degrees than many four-year institutions, including many state subsidized schools.The overall theme of this issue, “Health Care Professionals Issue: Training Culturally Sensitive ...
Commlab India Launches Online Tutorial on Instructional Design (Popularity: ): Hyderabad, India July 4, 2014 – CommLab India LLP, an eLearning company, after the successful launch of online tutorials on Articulate Storyline and Captivate 8, is now conducting an online tutorial on instructional design. This is aimed at the participants, who have a formal qualification in instructional design but have few “real-job” skills that are needed to succeed at the workplace and also for the people who have no formal ...


Related Business 
Super Bowl Commercials (Popularity: ): All information related to Super bowl commercials 2011,Super bowl commercials,Super bowl 2011 commercials. Super Bowl Ads 2010 YouTube delivered on its promise to upload all the Super Bowl Ads as soon as they aired today.
Super Bowl Ads 2011 (Popularity: ): This is a blog on which you can find the latest Super Bowl Ads and best commercials from the past. Super Bowl 2011 is done! And the Green Bay Packers took the title with Aaron Rodgers as the MVP. With the Packers and Steelers fighting in the field for the title, the Super Bowl commercials 2011 also had their fight on screens! wow!
Super Bowl Spread (Popularity: ): Found a great site dedicated to Super Bowl betting odds and helping readers find out where to bet on the Super Bowl. The Super Bowl sports betting sites here always have the freshest Super Bowl future odds and spreads.
Indian School of Business, Hyderabad (Popularity: ): Established in partnership with Kellogg Graduate School of Management and The Wharton School. The site provides information on business programmes, admissions, faculty and founders.
Kellogg Employees Credit Union (Popularity: ): Membership for employees and immediate family of Kellogg Canada Inc. in London. Describes services, rates, online brokerage and location.
Law Offices Of Dan Kellogg (Popularity: ): Attorney Dan Kellogg helps clients take proactive steps to protect themselves, their assets and their loved ones. If you need help with a will or trust or Elder Law matter, contact Dan Kellogg, an experienced estate planning attorney with attention to detail. For more than 35 years, Dan Kellogg has been practicing law for clients throughout King County and the State of Washington.
Super Bowl Party Supplies & Games (Popularity: ): Super Bowl football decorations, party supplies, party gfavors, flowers, party ideas, and party games. Sports, football, and NFL invitations, decorations, and free printable invites. Menus, recipes, coloring pages, printable activities word find, word search, scramble, and table name signs.
Internet Marketing (Popularity: ): Google Listing - PPC Manchester, SEO Manchester, Web Design Manchester, Google Reseller, We can get you on the first page of google in 48hours. The Internet has changed advertising forever. Gone are the days when you spent a fortune on printed directory and newspaper ads and hoped that potential customers would notice them at a time that they happened to be looking for your product or service.
The UK 1841 Census (Popularity: ): The UK 1841 Census on CD and online for family history and genealogy research.
The Amos Tuck School of Business Administration (Popularity: ): Founded in 1900, Tuck was the first graduate school of management and consistently ranks among the top business schools worldwide.