Kellogg's Super Bowl Advertising Review to Rank Best Commercials

Super Bowl parties can be fun for sports and non-sports fans alike: even if you have no interest in the big game, there's the chili, the guacamole, the beer and the commercials.

In fact, for the Kellogg School of Management students taking part in the Kellogg Super Bowl Advertising Review, the commercials are the main attraction.

For the sixth year, marketing professors will lead the Kellogg Marketing Club in ranking the most and least successful ads, based on the academic criteria called ADPLAN: attention, distinction, positioning, linkage, amplification and net equity.
There's a lot for future marketers to learn from the most anticipated ads of the year, and the group discusses topics such as the essential qualities of a Super Bowl ad, the year's advertising trends and ways to leverage buzz and increase ROI.

Professors Tim Calkins and Derek D. Rucker, who lead the review, are also blogging about Super Bowl advertising, covering what to expect from Budweiser, Doritos and other big guns of Super Bowl ads. They've also been writing about what will be missing this year -- no Clydesdales, no Pepsi ads.

Check back next week for the Advertising Review's results, and see if your favorite ad made the ranking.

Image courtesy of Flickr user Triple Tri, CC 2.0.