Tim Calkins writes about Super Bowl Ads

Check out the latest article by classmate Tim Calkins, a marketing specialist at the Kellogg School of Management at Northwestern University.  It is an interesting discussion of the interplay of TV advertising and social media:

The overall impact is that the stakes have increased for Super Bowl advertisers. Effectively using the Super Bowl is now about managing an entire multimedia campaign, not just one spot. Done well, a strong Super Bowl effort can propel a brand forward. Chrysler, Honda, M&Ms and Samsung have all moved ahead sparked by a strong Super Bowl campaign. A botched Super Bowl ad, however, can damage brands and careers.

With all the moving parts, fielding a Super Bowl spot is more difficult than ever, but the opportunity, for those who do it well, is bigger than ever, too.