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NACS Marketing Leadership Program at Kellogg

The NACS Marketing Leadership Program is designed for mid to senior level marketing executives looking to enhance their knowledge in topics such as branding, consumer experience and analytics. ....

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'Emotional' reviews predict business success, new study shows

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EVANSTON, Ill. Five-star ratings are no guarantee to lead you to the perfect barber who truly understands your hair or to the espresso machine that brews a perfect cup of coffee.
That s because most products online are now rated positively, making it harder than ever to truly discern whether they will succeed in the marketplace.
A new study from Northwestern University Kellogg School of Management and the University of Massachusetts Boston was able to predict the success of movies, commercials, books and restaurants by relying on the emotionality of reviews instead of the star rating.
The researchers explored box office revenue of 2,400 movies, sales of 1.6 million books and real-world reservations at more than 1,000 restaurants. In their analysis, emotion reigned supreme; in fact, higher star ratings were either a weaker signal of success or negatively related to success. ....

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Super Bowl Advertisers Brace for a Different Game Day - Kellogg School of Management Professors Available for Interviews

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EVANSTON, Ill., Jan. 12, 2021 /PRNewswire/ The biggest game in football doubles as the biggest night in advertising – the Super Bowl. This year s game is expected to look and feel different, including more safety precautions on and off the field following 2020 s challenging year. Yet advertisers see value in the big game, paying nearly the same price tag of $5.5 million for a 30-second spot on Super Bowl Sunday, Feb. 7, 2021, compared to approximately $5.6 million in 2020.
Leading up to, during and after the Super Bowl, professors at Kellogg School of Management at Northwestern University are available to comment on the trends and what to expect from this year s Super Bowl ads. ....

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