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Audio: Super Bowl Hits Between the Hits

Kellogg's Tim Calkins and Derek Rucker preview this year's Super Bowl ads

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January 31, 2011 | by Brendan Cosgrove

On Super Bowl ad trends and the larger economic picture (Calkins)

On use of social media in Super Bowl ad campaigns (Rucker/Calkins)

On who is advertising at this year's Super Bowl and who isn't (Calkins)

On what makes a good Super Bowl ad (Rucker/Calkins)

On why the Super Bowl is so important to advertisers (Calkins)

EVANSTON, Ill. --- Between the interceptions and touchdowns on the field, Super Bowl advertisers also engage in a competitive match every February as they aim to attract consumers through 30-second ads for $3 million each.

In the above audio clips, Tim Calkins, clinical professor of marketing, and Derek Rucker, associate professor of marketing, discusss a variety of issues related to Super Bowl advertising in general, and this year specifically.

New and perennial advertisers, such as Anheuser-Busch, Best Buy, Pizza Hut, PepsiCo, Mercedes and Audi, have ads slated to air on game day.

For the seventh consecutive year, marketing professors and students from the Kellogg School of Management at Northwestern University will discuss how these marketers are changing their strategies as the economy slowly rebounds as part of their Super Bowl Advertising Review.

Topics: Opinion