Frequently Asked Questions

What is the Kellogg School Super Bowl Advertising Review?

The Kellogg School Super Bowl Advertising Review is an annual event in which faculty and students from the Kellogg School of Management at Northwestern University come together to evaluate Super Bowl advertising and rank the ads based on academic criteria.

Who is involved in the Kellogg School Super Bowl Advertising Review?

The Kellogg School Super Bowl Advertising Review panel is comprised of Kellogg Marketing Club students and led by Professors Tim Calkins and Derek Rucker.

Who are Professors Tim Calkins and Derek Rucker?

A clinical professor of marketing at the Kellogg School of Management since 1998, Tim Calkins teaches courses in marketing strategy and branding and acts as co-academic director of the school's branding program. He has led the Kellogg School Super Bowl Advertising Review since its inception and acts as a consultant to several major corporations worldwide on marketing strategy and branding issues.

Derek D. Rucker is an assistant professor of marketing at the Kellogg School of Management. He teaches advertising strategy and researches the areas of consumer metacognition, consumer emotion, consumer information processing and judgment. A Kellogg School faculty member since 2005, he has also had his research published in a number of academic journals, including the Journal of Personality and Social Psychology and the Journal of Consumer Psychology.

What is the Kellogg School of Management Marketing Club?

The Kellogg Marketing Club is an organization comprised of Kellogg MBA students that provides members with academic, recruiting and networking assistance to prepare for marketing careers.

What makes the Kellogg School Super Bowl Advertising Review unique?

The Kellogg School Super Bowl Advertising Review incorporates faculty and student input to rank the advertisements. Unlike other reviews which rank ads based on popularity, the Kellogg Review evaluates an advertiser on key factors that can help drive sales and favorably impact the company's bottom line.

According to the Kellogg School criteria, what qualities are essential to a strong Super Bowl ad?

The Kellogg School Super Bowl Advertising Review ranks ads based on the ADPLAN criteria, which was developed at Kellogg. This criteria takes into account: Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity. Review the ADPLAN Framework.