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Calling all Kellogg Applicants (2016 Intake) Class of 2018!!

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newsKellogg

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05 Feb 2016, 09:00

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FROM Kellogg MBA Blog: 5 Super Bowl advertising trends to watch

By Jessica Pawlarczyk

Demand for Super Bowl advertising has reached an all-time high, with pricing up to $5 million for a 30-second TV spot.

As the prices continue to rise, so does the pressure for Super Bowl marketers. A successful Super Bowl effort can propel a brand and a career, while an unsuccessful one can hurt both.

Marketers have spent an incredible amount of time, money and creative energy preparing for Sunday’s game in an attempt to produce the perfect advertisement that will cut through the clutter and score big with fans.

Kellogg Marketing Professors Tim Calkins and Derek Rucker gave students an inside look at what to expect from Super Bowl 50 advertisements during a special pre-Super Bowl Ad Review event Thursday. Calkins and Rucker discussed the elements of an effective advertisement and shared pre-game advertising predictions and insights with students.

Here are the top 5 Super Bowl advertising things to watch for this Sunday:

1. AB InBev
AB InBev is the largest advertiser in this year’s Super Bowl with ads for Michelob Ultra, Bud Light, Budweiser and Shock Top. With three minutes of airtime, will AB InBev be bringing back the famous Clydesdales for Budweiser? How will AB InBev tackle craft brew advertising after last year’s controversial Bud commercial?

2. Financial brands
A surprising amount of financial brands have bought Super Bowl ad airtime, including Pay Pal, Sofi, Sun Trust and Quicken. Will the serious topic of finance pair well with the lighter, less serious tone of the Super Bowl?

3. Auto brands
There are also a lot of car commercials slated for this year’s Super Bowl. How will auto brands cut through the noise and differentiate themselves from competitors? Fiat Chrysler has been relatively quiet about its Super Bowl plans thus far, so a dramatic, compelling commercial could be in store for viewers.

4. Persil ProClean
An unfamiliar name in the Super Bowl advertising arena, Persil ProClean is a global laundry detergent brand breaking into the U.S. market. Will its ad try to take down the giant P&G? Will its ad resonate with viewers who already have plenty of detergent options to choose from?

5. Social media
Super Bowl advertisements are no longer just about 30-second TV spots. Super Bowl advertising has expanded to become a month-long, integrated marketing campaign designed to generate as much brand buzz as possible. Social media will be at the forefront of this year’s advertisements and will be used to amplify brand excitement both before and after game day.

Follow the Super Bowl Ad Review conversation on Twitter with #KelloggSB

Learn more about the Kellogg Super Bowl Ad Review

Meet the professors behind the Super Bowl Ad Review

Why I’m looking forward to the Super Bowl Ad Review

Filed under: Academics, Student Life Tagged: #KelloggSB, ADPLAN, Advertising, marketing, Super Bowl, Super Bowl Ad Review

This Blog post was imported into the forum automatically. We hope you found it helpful. Please use the Kudos button if you did, or please PM/DM me if you found it disruptive and I will take care of it. -BB

gravedigger

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06 Feb 2016, 23:27

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Interviewed with an alumnus in New Delhi today. The questions asked were general (nothing surprising). All in all, the experience made me want to attend Kellogg even more.

All the best to everyone! The long wait to Mar 23rd begins for me.

aditya800

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07 Feb 2016, 09:05

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Does anyone know if the interview results for both 2Y and 1Y MBA are to be released together i.e. 23rd March?

hsaraf1988

Joined: 07 Feb 2016

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07 Feb 2016, 12:43

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is there anyone who has not heard anything back? I submitted my application on 4th January but still waiting to hear back

Thanks

kapoormanas1

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07 Feb 2016, 13:25

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hsaraf1988

is there anyone who has not heard anything back? I submitted my application on 4th January but still waiting to hear back

Thanks

I would think that there are many who haven't heard back yet. I haven't either.

GBRU

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07 Feb 2016, 18:39

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Me neither.

apply201516

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Schools: ISB '18 NUS '18 Broad '19 Smeal Penn State "19 Simon '19 Carlson '19 IIMI EPGP"18 IIMB'17 (S) IIMC PGPEX"18

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07 Feb 2016, 19:22

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hsaraf1988

is there anyone who has not heard anything back? I submitted my application on 4th January but still waiting to hear back

Thanks

Me neither.

ENGRTOMBA2018

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07 Feb 2016, 19:43

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aditya800

Does anyone know if the interview results for both 2Y and 1Y MBA are to be released together i.e. 23rd March?

For R1, Kellogg released all decisions together.

alanray2018

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08 Feb 2016, 01:15

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I have a bad experience interviewing with the alumni who keep on drilling my employment gap, high school, undergraduate experience, something that happened many years ago, and didn't take enough time to assess my character and my work experience...

tchankwes

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08 Feb 2016, 03:41

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apply201516

hsaraf1988

is there anyone who has not heard anything back? I submitted my application on 4th January but still waiting to hear back

Thanks

Me neither.

Hmm... you should have at least gotten an interview invite by now. You should call admission

AssistOzil

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08 Feb 2016, 04:56

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My interview few days ago was with a very senior alumnus. He was very patient and asked me only a few questions. He was noting down my responses. The interview was very conversational and it felt like a very friendly chat. It lasted 50-55 minutes. I was a bit nervous in the beginning but he put me at ease.

kevalshah

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08 Feb 2016, 07:01

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tchankwes

apply201516

hsaraf1988

is there anyone who has not heard anything back? I submitted my application on 4th January but still waiting to hear back

Thanks

Me neither.

Hmm... you should have at least gotten an interview invite by now. You should call admission

Do you really think so? Though I am tensed now as I have not heard anything from adcom yet, I don't want to Bombared adcom with emails. I am R2 applicant for the one year program.

ENGRTOMBA2018

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08 Feb 2016, 07:23

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kevalshah

tchankwes

apply201516

Me neither.

Hmm... you should have at least gotten an interview invite by now. You should call admission

Do you really think so? Though I am tensed now as I have not heard anything from adcom yet, I don't want to Bombared adcom with emails. I am R2 applicant for the one year program.

Calling up admissions asking them about these things is not a good strategy. I understand that you are tense about not getting an invite but calling them up will not speed up your application review or make them send the invite to you. You still have time till Feb 27th (I think) to get your invite.

GBRU

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08 Feb 2016, 07:26

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Do you really think so? Though I am tensed now as I have not heard anything from adcom yet, I don't want to Bombared adcom with emails. I am R2 applicant for the one year program.[/quote]

Calling up admissions asking them about these things is not a good strategy. I understand that you are tense about not getting an invite but calling them up will not speed up your application review or make them send the invite to you. You still have time till Feb 27th (I think) to get your invite.[/quote]

Will it hamper the chances?

ENGRTOMBA2018

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08 Feb 2016, 07:27

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GBRU

Will it hamper the chances?

No one can say for sure. But then again, you are asking about a process that they know is in place to provide a fair review to all the applicants. You can try to call them once and not calling them over and over again.

jwang27

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08 Feb 2016, 08:35

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GBRU

Will it hamper the chances?

I seriously doubt it will help at all, and it could potentially hurt. Not sure what there is to be gained.

DrVasundhara

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08 Feb 2016, 08:52

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AssistOzil

I see that you are an Indian Applicant, did u give a skype interview or an in-person interview?

hsaraf1988

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08 Feb 2016, 10:25

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Probably it is safe to assume that it is a reject that's why no email yet

newsKellogg

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08 Feb 2016, 11:00

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FROM Kellogg MBA Blog: Key lessons learned from Kellogg’s Super Bowl Ad Review

By Jessica Pawlarczyk

More than 100 million viewers watched Super Bowl 50 on Sunday. Among those viewers were 69 Kellogg marketing students who participated in the 12th annual Super Bowl Advertising Review, scoring each commercial according to the ADPLAN Framework developed by Professors Tim Calkins and Derek Rucker.

As usual, this year’s Super Bowl was full of ads that either won big with viewers or limped away in defeat.

In the end, Toyota scored highest with Kellogg Ad Review participants, leading the strategic rankings with its “The Longest Chase” ad.

“Toyota’s Prius was a clear winner in this year’s Super Bowl because it kept our attention, had strong linkage to the brand and showcased its benefits,” Professor Rucker said.

Other brands that earned top marks in Kellogg’s rankings include Budweiser, T-Mobile, Doritos, Audi and TurboTax. On the other hand, Squarespace, LG and Acura fumbled during the big game, receiving low grades for less effective ads.

Current students Meg Reed, Paul Ricciuti and Vidya Sathyamoorthy participated in this year’s Super Bowl Advertising Review. Find out what their favorite commercials were and what they learned from the experience.

Meg Reed

What was your favorite Super Bowl ad and why?
I absolutely loved the Audi “Choosing the Moon” spot. The story of the astronaut pulled me in emotionally from the beginning with a man lost in thought on the couch. The ad kept me engaged throughout its entirety as the hero felt nostalgia when he gripped the steering wheel, pushed the start button and accelerated instantaneously to top speed. The connections built between driving the Audi V10 and taking off in a rocket elevated the Audi brand, raising its progressive luxury positioning to an aspirational but sentimental place. Because there are so many car-centered commercials aired during the Super Bowl, I think it is especially challenging to stand out, keep viewers’ attention and remain memorable, but “Choosing the Moon” successfully grips the heart and leaves watchers with something to smile about.

What do you believe was the most effective and successful ad based on your ADPLAN framework?
Surprisingly, the PayPal advertisement stood out to me as incredibly effective, particularly as the brand begins to carve out its unique equity in the market. As I evaluate the spot through the ADPLAN framework leveraged for creative assessment at Kellogg, I believe that it grabbed attention with its pop culture background music (“Confident” by Demi Lovato), had strong positioning with its uniquely new money versus old money messaging and exhibited amplification because it gave purpose to my connection with PayPal. I would have preferred to see a bit more linkage, but I still believe the ad was quite effective at brand building overall.

What is the single biggest thing you learned from this experience?
In years past, I have attended Super Bowl ad watch parties but assessed the advertisements with more of a consumer products focus since I was in CPG Brand Management. During this year’s review, however, I expanded my mindset to evaluate commercials across all industries. I learned that what makes a spot effective in one industry (such as automotive) is very similar to what makes an entirely different industry’s ad (like alcoholic beverages) effective as well. Questions like, ‘Is this memorable?’ and ‘Do consumers connect with this?’ are consistent throughout, no matter what the product or service.

Paul Ricciuti

What was your favorite Super Bowl ad and why?
My favorite Super Bowl ad was T-Mobile’s “The Uncarrier featuring Drake” spot. It was fun, engaging and efficiently communicated the advantages T-Mobile offers over its competitors. T-Mobile managed to attack other wireless carriers while remaining positive and differentiated. “Hotline Bling” worked perfectly with T-Mobile’s message, and Drake came across as endearing. While many ads played the comedy card throughout the Super Bowl, T-Mobile was able to be both funny and socially attuned, which is why I rate it so highly.

What do you believe was the most effective and successful ad based on your ADPLAN framework?
The most effective ad based on ADPLAN would be Toyota’s Prius 4 spot. It grabbed my attention when it started with a bank robbery and held onto my attention as the getaway car turned out to be a (previously meek) Prius. It was differentiated on two fronts: The spot was different from other car ads, and the car itself was a departure from previous Prius models. This spot is meant to defy all preconceptions and reposition the Prius as a car that isn’t just for saving on gas. While some may find that claim hard to believe, Toyota told a fun story and illustrated the car’s benefits while attempting to buck unwanted attributions. Throughout the entire ad, the Prius became the new White Bronco and was never in danger of being mistaken for a different car. Toyota is building on the foundation of the quiet and environmentally friendly Prius by proving that the car offers a lot more. But will it drive sales? After seeing this ad, people may consider researching and possibly purchasing a Prius, whereas previously they wouldn’t have been seen with one. I believe the ad is a great start in convincing consumers that a Prius might actually be the right car for them.

What is the single biggest thing you learned from this experience?
There are too many spots for every consumer to remember every ad, so marketers must ensure that their core consumer reflects positively on what the ad delivers. To do this, marketers must know who they are advertising to and what the audience likes and doesn’t like. A polarizing ad can be effective if the core consumer loves it. A great safety check that helps to determine if the ad’s approach will be successful is the ADPLAN framework because it acts as guardrails for advertising.

Vidya Sathyamoorthy

What was your favorite Super Bowl ad and why?
My favorite Super Bowl ad was the Jeep 4x4ever spot because it was engaging, on-brand and memorable. The song in the ad is by no means a background track; rather, it’s the heartbeat, with the lyrics constantly playing off of the words “4×4” and driving the imagery in each scene. The ad pays homage to the history and culture of Jeep (including its military roots and the sense of community among fellow Jeep owners) and emphasizes its role as an iconic American brand by associating it with other deeply American concepts such as freedom and adventure. Overall, I think it raised the net equity of the brand.

What do you believe was the most effective and successful ad based on your ADPLAN framework?
I believe the Prius ad was the most effective and successful based on the ADPLAN framework. It immediately grabbed my attention with a distinct and unusual premise: a Prius as a getaway car in a high-speed car chase. The ad keeps you engaged because of the catchy music and humorous plot. However, this isn’t just for entertainment value – throughout the spot, the jokes highlight the features of the car, which emphasizes its positioning. The chase lasts nearly the whole day (+1 for mileage), the car creeps past sleeping police officers (because of its silent engine) and deftly reverses and maneuvers (great handling). The double entendre of “The Prius Four” (referring to the four robbers in the Prius) shows up throughout the ad in posters and news reports, ensuring linkage to the model name.

What is the single biggest thing you learned from this experience?
I realized that a common thread among the strongest ads, including ads by Prius and Jeep 4X4ever, was an intentional emphasis on what was being advertised from start to finish. Ads that did not emphasize linkage were not memorable, were misattributed or were just plain confusing. LG for example, had me focused on discerning what was being advertised (perhaps a trailer for a new Tron movie?) rather than soaking in the competitive advantage of their new OLED screen. Did they have me engaged? Sure, but at the cost of me completely missing the point of their ad.

Interestingly, when the ad replayed after the Super Bowl was over, I realized there were great references to LG’s value proposition of a futuristically slim screen that were actually fairly obvious for the first 75% of the ad. It’s like watching the Sixth Sense for the second time and noticing that all of the clues were there the whole time. However, during the Super Bowl, at $5 million a spot, you only have one shot to get your message across. Therefore, it is critical to test ads with an audience that has not been primed as to who the advertiser is.

Check out the infographic below to see the winning and losing brands of this year’s Kellogg Super Bowl Advertising Review:

See a full list of Kellogg’s 2016 Super Bowl Ad Review rankings.

Filed under: Academics, Business Insight, Student Life Tagged: #KelloggSB, ADPLAN, Advertising, marketing, Super Bowl, Super Bowl Ad Review

hawksight

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08 Feb 2016, 20:54

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Dhananjai1990

hawksight

Dhananjai1990

Hey Indian applicant here based out of chennai,

had my interview last night (around midnight) with a member of the adcom.. It was my first ever MBA interview so i dont have any basis to compare this experience against. But overall felt like a lot of questions, maybe 20+ questions in a 30 to 33 min interview. Personally don't think i performed to best of my ability. anyway... wish the rest of you all the luck in your applications!!

Don't worry. I am sure you would have performed well. We cram a million things into our heads and when we don't get opportunity to say them in interview it's natural to feel a bit low. Well, I still haven't given my Kellogg interview but I gave another a couple of days ago. I can definitely relate your feelings with mine. Wish you luck.

Yeah ,defintely started to perform better around the half way point once i settled into the interview. Best of luck to you as well.

just a small doubt. Did the person have your resume or not?