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Discussing the Super Bowl's Super Spots

Kellogg's Tim Calkins and Derek Rucker preview Super Bowl XLVI's television commercials

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January 25, 2012 | by Brendan Cosgrove

What’s the big advertising story in this year’s Super Bowl ads? (Calkins/Rucker)

What’s new in this year’s Super Bowl advertising line-up? (Calkins/Rucker)

What does the Super Bowl ad line-up say about the economy in general? (Calkins/Rucker)

What can advertisers do to maximize their investment? (Calkins/Rucker)

What makes for a good Super Bowl ad? (Calkins/Rucker)

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 and build brand awareness through 30-second ads for up to $3.5 million each.

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

Perennial advertisers, such as Doritos, Chevrolet and GoDaddy.com have ads slated to air on game day. In addition, brands such as Dannon Yogurt and clothing giant H&M will make their Super Bowl debut this year.

For the eighth 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