Google Wins Kellogg School of Management’s Super Bowl Advertising Review » Clear Admit: MBA Admissions Consultants Blog

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Admissions Director Q&A
Below are links to Clear Admit's exclusive interviews with MBA admissions directors at leading programs.
Dawna Clarke (Tuck)
Rose Martinelli (Chicago)
Judith Hodara (Wharton)
Sara Neher (Darden)
Soojin Kwon Koh (Michigan)
Randall Sawyer (Cornell)
Beth Flye (Kellogg)
David Simpson (LBS)
Liz Riley Hargrove (Duke)
Linda Meehan (Columbia)
Bruce DelMonico (Yale)
Peter Johnson (Berkeley)
Isser Gallogly (NYU)
Mae Jennifer Shores (UCLA)
J.J. Cutler (Wharton)
Jake Cohen (INSEAD)
Rod Garcia (MIT Sloan)
Mary Miller (Columbia)

Clear Admit School Guides
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Clear Admit Career Guides
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Clear Admit Strategy Series
Craft a winning application with the Clear Admit Strategy Series! Step-by-Step guidance through the application process. Titles include a Resume Guide, Recommendations Guide, Waitlist Guide and more!

Clear Admit Interview Guides
Be as prepared as possible for your MBA interviews this season with the Clear Admit Interview Guides! School-specific sample questions and in-depth strategy, campus visit details and places to stay.

Application Deadlines
Below are the upcoming deadlines for admission to top-tier schools.
Feb 10: INSEAD R3
Mar 1: Michigan / Ross R3
Mar 3: CBS
Mar 3: LBS R3
Mar 4: Kellogg R3
Mar 8: Cambridge / Judge R4
Mar 8: CMU / Tepper R3
Mar 9: Duke / Fuqua R3
Mar 9: Penn / Wharton R3
Mar 10: Berkeley / Hass R4
Mar 10: Chicago Booth R3
Mar 10: Yale SOM R3
Mar 15: NYU / Stern R3
Mar 17: UCLA / Anderson R3
Mar 19: UNC / Kenan-Flagler R4
Mar 30: Cornell / Johnson R4
Mar 31: UVA / Darden R3
Mar 31: INSEAD R4
Apr 1: UT-Austin / McCombs
Apr 2: Dartmouth / Tuck R3
Apr 2: Oxford / Saїd R3
Apr 7: Stanford GSB R4
Apr 8: Harvard R3
Apr 14: CBS

Essay Topic Analysis
Below are links to our comments on some of the top programs' essay topics.
The Career Goals Essay
Berkeley / Haas*
Chicago Booth*
CMU / Tepper*
Columbia*
Cornell / Johnson*
Dartmouth / Tuck*
Duke / Fuqua*
Harvard*
Indian School of Business*
INSEAD*
London Business School*
MIT / Sloan*
Michigan / Ross*
Northwestern / Kellogg*
NYU / Stern*
Oxford / Said*
Penn / Wharton*
Stanford GSB*
UCLA / Anderson*
UNC / Kenan-Flagler*
USC / Marshall*
UT Austin / McCombs*
UVA / Darden*
Yale SOM*
* denotes '09-'10 commentary

Categories
Use categories to access all that has been written on each of the topics. We have categorized by school and by subject matter.

Interview Reports
A selection of interview field reports from fellow applicants posted to the MBA Admissions Wiki. Add your reports when you are finished with your interviews.
Chicago
Columbia
Dartmouth / Tuck
Duke / Fuqua
Harvard
Kellogg
Michigan / Ross
MIT / Sloan
Stanford
UNC / Chapel Hill
Virginia / Darden
Wharton
London Business School

GMAT Resources
MBA.com
Manhattan GMAT
GMAT Club
Princeton Review
Test Prep New York
Kaplan
Beat The GMAT
Knewton

Writing Resources
Guide to Grammar and Writing
The Internet Grammar of English
English Usage, Style and Composition
The Economist Style Guide
Paradigm Online Writing Assistant

School Rankings
Rankings are a good way to start your research on various MBA Programs. Keep in mind each uses a different methodology.
Business Week
Economist
Financial Times
Forbes
USNews
Wall Street Journal

Career Guides
The following resources should be useful to those who want to research the careers open to them after (or before) earning an MBA.
Vault.com
Wetfeet

Business School Resources
The following are business resources offered by a variety of leading Business Schools. It's useful to subscribe to these resources, especially for the schools to which you are applying.

MBA Programs: North America
If an MBA Program is not listed, please e-mail and we will be happy to list it.
Berkeley / Haas
Boston College / Carroll
Carnegie Mellon / Tepper
Chicago
Columbia
Concordia
Cornell / Johnson
Dartmouth / Tuck
Duke / Fuqua
Emory / Goizueta
Harvard
HEC Montreal
Indiana / Kelley
Michigan
MIT / Sloan
Northwestern / Kellogg
New York / Stern
North Carolina / Kenan Flagler
Notre Dame / Mendoza
Pennsylvania / Wharton
Queens
Stanford
Syracuse / Whitman
Texas / McCombs
Thunderbird
Toronto
USC / Marshall
UCLA / Anderson
Vanderbilt / Owen
Virginia / Darden
Washington University in St. Louis / Olin
Western Ontario / Ivey
Yale

MBA Programs: Rest of the World
As there is some variety in the length of international MBA programs, we have denoted the length of the program next to its name (1 = one year; 2 = 2 years). If an MBA Program is not listed, please e-mail and we will be happy to list it.
AGSM (Australia) 2
Cambridge / Judge (UK) 1
CIEBS (China) 2
Cheung Kong Graduate School of Business (China) 1
Cranfield School of Mgmt (UK) 1
ESADE (Spain) 1 or 2
HEC (France) 2
Hult (UK) 1
IESE (Spain) 2
IMD (Switzerland) 1
INCAE (Costa Rica) 2
INSEAD (France) 1
IPADE (Mexico)
ISB (India) 1
London Business School (UK) 2
Manchester Bus. School (UK) 2
Melbourne (Australia) 2
Oxford / Said (UK) 1
Rotterdam (Netherlands) 1
Tsinghua IMBA (China) 2
University of St. Gallen (Switzerland) 1

Additional Resources
Here we link a host of additional resources available across the web. E-mail info@clearadmit.com to have resources added to this list.
AACSB International
Association of MBAs
Beyond Grey Pinstripes
EFMD
gradschools.com (worldwide)
Infozee
International Student Loans
mba.com (GMAT Scores)
MBAInfo
mbaleague.blogspot.com
MBAzone
MBA Jungle
TOEFL
Top MBA

MBA Tipline
We encourage admissions officers, students and applicants to alert us of interesting news and developments, please send an email to news@clearadmit.com so we can blog it.

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Tuesday, February 09, 2010

Google Wins Kellogg School of Management’s Super Bowl Advertising Review

The Saints may have won the Super Bowl, but Google came out on top in this year’s Kellogg School of Management Super Bowl Advertising Review for its “How to Impress a French Woman” ad. For the sixth year running, MBA students at Kellogg spent Super Bowl Sunday focused as much on the ad spots between plays as on the game itself.

“This year’s Super Bowl featured several effective ads, making the Review an exciting learning experience for the students,” Tim Calkins, a Kellogg clinical marketing professor who leads the event, said in a statement. “The overarching goal for Super Bowl advertisers is a successful ad that resonates with their target audience. Based on our framework, Google really embraced the key elements of a winning Super Bowl commercial with both its sentimental and practical execution,” he continued.

Calkins was referring to a strategic academic framework known as ADPLAN, developed by Kellogg faculty, an acronym that instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity.

Thought not alone in obtaining an “A” grade – other top scorers included Denny’s, Audi, Volkswagon, Dodge and Snickers – Google edged out the competition just enough to win the 2010 review. But by claiming three of the top five spots, automakers also surprised reviewers with their ability to cut through the clutter with memorable ads, according to the post-game report from Kellogg.

Despite lots of pre-game buzz, other advertisers fell flat, the reviewers found. Focus on the Family, with its spot devoted to anti-abortion sentiment, and the U.S. Census, which used government dollars to procure some of the most expensive television advertising available, both came up short when measured according to the strategic framework. Honda and Bridgestone also received low marks.

But even for the winning companies, there is still work ahead. “Companies now need to leverage the buzz to increase their ROI,” Derek Rucker, Kellogg associate professor of marketing, who also leads the review, said in a statement. “Turning the advertising into consumer action is the next step and the best companies know that. The marketing departments will be working overtime for that reason,” he added.

For a full list of the rankings, click here.

Are you interested in a career in marketing? Check out the Clear Admit Marketing and Brand Management Career Guide for valuable information on choosing the MBA program that’s right for you.

# posted by Clear Admit @ 1:00 pm in MBA News, School: Northwestern / Kellogg

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School-Hosted Blogs

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Individuals' Blogs

A selection of the latest updates to MBA blogs compiled by Hella.
MBA Applicants

MBA Students

Bloggers by School

The following are links to bloggers at each of the schools listed.
Chicago
Columbia
Dartmouth / Tuck
Duke / Fuqua
Harvard
Kellogg
Michigan
MIT / Sloan
New York / Stern
North Carolina / Chapel Hill
Stanford
Virginia / Darden
Wharton
Yale
ESADE
IESE
INSEAD
London Business School

Community Blogs

Bshoolers.com
Community blog with MBA student and alum contributors.

Forté Foundation MBA Diaries
Video blog entries posted by women MBA students.

Owen Bloggers
Independent blog with content by Vanderbilt MBA students.

Best of Blogging

2008-2009 Top Ten: