Kellogg Profs: Why We Make Our MBAs Watch Super Bowl Ads (and Tune Out the Game)

Kia's 2014 Super Bowl commercial Photograph by Kia via AP Photo

As the Denver Broncos and Seattle Seahawks take the field this Sunday, more than 50 MBA students at Northwestern University’s Kellogg School of Management will watch the game together. Their focus won’t be on who’s winning the Super Bowl; as marketing professors, we’ve asked them to judge which company has the best advertising game.

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