Oakton event looks at Super Bowl ad effectiveness

A 2018 research study indicates Super Bowl advertising generates sales benefits that persist well into the year.

Internationally recognized brand building expert Tim Calkins will provide insights into what makes the spots from Super Bowl LIII effective or ineffective at the free public Oakton Business Author Series presentation, "Super Bowl Advertising Review: What Worked and What Choked," 6 p.m. Tuesday, Feb. 5, at the college's Des Plaines campus, 1600 E. Golf Road, Room 1610.

Calkins, a clinical professor of marketing at Northwestern University's Kellogg School of Management, founded and leads the Kellogg Super Bowl Advertising Review, an annual event that has generated billions of media impressions.

He and his team of graduate students are America's most respected reviewers of Super Bowl ads. His groups are often interviewed after the big game by network broadcasters and business publications.

In his blog, Calkins says, "The Super Bowl remains marketing's biggest event. Nothing comes even close in terms of reach, attention and price."

He adds that when reviewing the commercials from the big game, the panel assesses the ads for effectiveness - not just entertainment - with a critical question asked of each spot: is this an ad that can help build the brand and the business?

Attendees will have the opportunity to network with Calkins as well as Oakton business faculty and department chairs from 6 to 6:30 p.m. After Calkins' presentation, the author will hold a Q&A session, followed by a book signing.

Calkins is the author of "Breakthrough Marketing Plans" and "Defending Your Brand" and co-editor of "Kellogg on Branding." His latest book, "How to Wash a Chicken: Mastering the Business Presentation," is the topic of a Jan. 29 Business Author Series event in Skokie.

At Northwestern, Calkins teaches marketing strategy and biomedical marketing. His firm, Class 5 Consulting, works with leading corporations around the world, including Eli Lilly, Roche, Novartis and PepsiCo.

"Super Bowl Advertising Review: What Worked and What Choked?" is sponsored by the Oakton Business Department with support from the Oakton Community College Educational Foundation.

To register for Calkins' presentation, visit superbowladvertisting.eventbrite.com.