Many look forward to the Super Bowl every year, for a great game of football and the fun commercials that air. But a group of Kellogg marketing students will be gathered specifically to watch the ads and to rate them by their effectiveness.
The Kellogg Super Bowl Advertising Review has about 45 students who are also members of the Kellogg Marketing Club. They will rank and rate the ads by which ones were the most memorable and effective, according to Professor Tim Calkins. Results will be made public about 15 minutes after the game is over.
According to The Daily Northwestern, Calkins explained that the panel uses ADPLAN to rank and rate the ads. “ADPLAN” is an acronym for Attention, Distinction, Positioning, Linkage, Amplification and Net Equity. These are the criteria that the marketing student panel think advertisers need to meet for their ads to be successful.
Calkins also explained that advertisers can make the mistake of “trying too hard to be creative and different.” That if they lose the brand with their creative idea, people who see the commercial may remember the commercial but won’t remember the product it was for, and this can be a challenge.
Super Bowl ads for the 2012 game cost advertisers $3.5 million for a 30-second spot. They are highly sought after by advertisers, and have been very popular for years.
Last year the Kellogg student marketing panel chose the Volkswagen ad as the top ad. It featured a child wearing a Star Wars Darth Vader mask and outfit. He tried to turn the car on, using “the force” as his father actually turned the car on from inside the house. The ad still runs on television today and is quite entertaining. Link: http://www.youtube.com/watch?v=R55e-uHQna0 The students are looking forward to seeing Volkswagen’s ad for this year. Another company they are looking forward to seeing is Anheuser-Busch.
Calkins stated that the Super Bowl is popular with advertisers because many not only watch it for the football game, but also for the ads. Advertisers know that people will want to watch the ads. “People are getting good at avoiding advertising, so it’s getting harder and harder to reach people, so this makes the Super Bowl unique.”
Article provided by Galorath, Inc.
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