Kellogg School of Management Ranks Monster.com best, SoBe Worst in Super Bowl XLIII
Panel notes that value messages, competitive claims reflect economic pressure
EVANSTON, Ill., - Employment Web site Monster.com earned
top marks for its "Need a New Job?" ad, winning the fifth annual Kellogg
School of Management Super Bowl Advertising Review. The Super Bowl lineup
reflected the country's economic woes, as some perennial advertisers such as
FedEx and GM elected to sit on the sidelines this year, and other advertisers
created ads that referenced competitors or communicated value.
"This year's Super Bowl featured hard-hitting advertising. We had spots
with value messages and competitive claims, both of which are unusual in the
Super Bowl," said Kellogg School of Management clinical professor of marketing
Tim Calkins, who leads the annual review. "Super Bowl advertisers were clearly
trying to drive sales in a soft economy. The game continues to be the single
biggest marketing event in the United States, but this year we saw the impact
of the weak economy."
Monster.com earned the title of champion from the Kellogg School Review
panel, edging out fellow "A" grade advertisers including competitor
CareerBuilder.com, Doritos, E(*)Trade and Denny's. In the battle of employment
Web sites, Monster.com's strong showing bested CareerBuilder, which rebounded
from a weak showing in last year's Super Bowl with a relevant, entertaining
The Kellogg School panel had significant strategic concerns about spots
from SoBe Lifewater, H&R Block, GoDaddy.com, Vizio and Toyota. Although the 3D
experience was intriguing, the Kellogg panel was underwhelmed with the SoBe
Lifewater "dancing lizard" spot; the panel noted that the overall messaging
was confusing, especially with the addition of characters from motion picture
"Monsters Vs. Aliens."
Assistant professor of marketing Derek Rucker, who also leads the Review,
noted, "Consumers don't have the capacity to remember more than a handful of
ads long-term. The ultimate Super Bowl success is when a consumer not only
remembers your brand, but is called to action by your ad's message."
At $3 million dollars for 30 seconds of airtime, the investment appeared
to pay off for the panel's top winners, as well Hyundai, whose Genesis ad
scored well due to strong branding. For others, including annual favorite
Anheuser-Busch, who ran the most ads during the game, the year's environment
appeared to present challenges.
Unlike other reviews, which may rank ads on likeability alone, the
Kellogg School of Management 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.
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-oriented faculty and MBA students from around the globe. The Kellogg
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and Manufacturing (MBA-MEM). Additionally, the Kellogg School offers an
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