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    Michigan State Rates Super Bowl XLVI Commercials

    By Marilisa Kinney Sachteleben | Yahoo! Contributor Network – Sun, Feb 5, 2012
    This story comes from the Yahoo! Contributor Network, where individuals publish their unique perspectives on some of the world’s most popular websites.
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    Michigan State University professors have followed the Super Bowl the past 15 years for the commercials, Michigan Radio says. They're interested in the marketing value of the 30-second ads, which year are going for an average of $3.5 million. The professors have been previewing and analyzing the ads before they air tonight.

    * Robert Kolt, an instructor on Michigan State's Department of Advertising, Public Relations and Retailing, points to the turnaround in sales for Chrysler after its Super Bowl ad slot featuring rapper and Michigan native Eminem, "Imported from Detroit."

    * The professors use a five-point rating system to grade the commercials. They are graded on creativity, production and overall quality. The educators look at factors such as humor, effectiveness and how memorable the commercial will be not just during the game but throughout the year.

    * Kolt says Super Bowl ads might be expensive, but they can be boost sales far beyond the original investment. He points to notable Doritos ads. Old Spice has had a string of successes with its Super Bowl "Old Spice man" series, too, says CBS News.

    * The professors use the ads to help marketing students delve into what makes or breaks an ad campaign. In 2011, Groupon got some negative press with its controversial ads, says the Los Angeles Times. The Michigan State advertising faculty explores potential issues like this in its rating, too.

    * Last year, the committee elected Volkswagen's mini Darth Vader commercial the best overall. This year, according to Michigan Radio, Kolt says he favors some beer commercials and a yogurt ad. Screen Rant airs all the ads this year to vote on and discuss.

    Marilisa Kinney Sachteleben writes about people, places, events and issues in her home state of "Pure Michigan."

     

    2 comments

    • p gar
      p gar  •  Elmhurst, Illinois  •  3 mths ago
      Where are the ratings??
    • TheDevilzAdvocate
      TheDevilzAdvocate  •  Detroit, Michigan  •  3 mths ago
      In this day and age, I believe television ads don't have as much effect as word-of-mouth. Especially considering the use of social media and instant communication. The only products that benefit from advertisements are new ones. Ironically, some of the companies that spend the most money on multiple ads during the Super Bowl are those who have already established their product and their customer base and therefore do not require much advertisement to be a successful company (ie Coke, Doritos, Budweiser).
     Post a comment
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