The Patriots’ comeback in this past Super Bowl was historic. So was the price tag for a 30-second commercial. But while $5 million for a half-minute sounds extreme, the potential benefits are similarly oversized. The professors and students at the Kellogg School of Management know just how to figure it all out.
- The ADPLAN framework was designed over a dozen years ago at Kellogg. For Rucker, the tool’s strength stems from the academic research and rigor behind it.
- The real benefit, however, is that the framework offers a logical starting point to discuss where ads shine…and where they fall short.
- Think of the Super Bowl as advertising’s answer to a fashion show, with Budweiser, Honda, and Wix voguing down the digital runway in their creative best.
“You won’t find a better venue to separate good ads from bad ones than the Super Bowl.”