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Lewis Lazare follows Chicago media and marketing news

Recently in Kellogg School of Management Category


So what did the budding MBAs of the world think about the 2009 Super Bowl of Advertising. For five years, Northwestern University's Kellogg School of Management has been conducting its own Super Bowl ad review with a group of its MBA students.

We haven't always agreed (rarely in fact) with this group's assessment of the ads, primarily because creativity seems to be mostly an irrelevant factor for these reviewers. We suspect that's because most of these people don't have a creative bone in their body, so they prefer to assess advertising based on other factors with which they are more comfortable. In the case of the the Kellogg crowd, we're told they rank the Super Bowl ads using a strategic academic framework known as ADPLAN. The acronym, developed by Kellogg faculty, instructs student critics to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity. As we said, creativity seems to have gotten lost in all of the graduate school's managerial mumbo-jumbo.

But we digress. With the help of this ADPLAN framework, the Kellogg students this year ranked Monster.com's "Double Take" spot as the best ad in the Super Bowl. The Kellogg folks also liked ads for Doritos, E-Trade and Denny's. "This year's Super Bowl featured hard-hitting advertising," said Tim Calkins, Kellogg professor of clinical marketing. He must have been thinking, in particular, of the Doritos spot that featured the hard hit to the man's privates.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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