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Employment Web site Monster.com earned top marks for its "Need a New Job?" ad, winning the fifth annual Kellogg School of Management Super Bowl Advertising Review. The Super Bowl lineup reflected the country's economic woes, as some perennial advertisers such as FedEx and GM elected to sit on the sidelines this year, and other advertisers created ads that referenced competitors or communicated value. "This year's Super Bowl featured hard-hitting advertising. The authors had spots with value messages and competitive claims, both of which are unusual in the Super Bowl," said Kellogg School of Management clinical professor of marketing Tim Calkins, who leads the annual review.
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