Superbowl Advertising Creative Strategies

  • April 24, 2014
  • 11:30 AM
  • Saginaw Valley State University - Curtiss Hall


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Rama Yelkur, dean of the College of Business and Management at Saginaw Valley State University, is one of the nation’s leading experts on whether viewers find ads to be likable.

The stakes are high; a 30-second commercial during this year’s Super Bowl broadcast costs $4 million. Yelkur has studied Super Bowl ads for 20 years and says there are certain factors that can predict whether an ad will appeal to viewers.

Rama Yelkur is Dean & Professor at the College of Business & Management at Saginaw Valley State University.  She holds a doctorate from Mississippi State University, and has taught at Texas A&M International University and the University of Wisconsin-Eau Claire. Dr. Yelkur’s research has appeared in International Business ReviewJournal of Advertising Research, Services Marketing Quarterly, Journal of Euromarketing, Journal of Marketing Communications, Journal of Global Academy of Marketing Science, Journal of International Marketing and Marketing Research, and Business Horizons among others.

Rama has extensive consulting experience in Sports Marketing, Advertising and Sponsorships with organizations such as Kimberly Clark, NBC Universal and the NFL. Her work on Super Bowl advertising effectiveness and likability of commercials was cited in national media including the Wall Street Journal, Kiplinger and USA Today.  This research was published in the New York Times and Forbes Magazine, cited in Fortune Magazine in addition to academic journals such as the Journal of Advertising Research and Journal of Marketing Communications. She is frequently contacted by CNBC, CNN, FOX TV, and producers of shows and media buyers regarding Super Bowl Advertising.  

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