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MEDIA ADVISORY: Super Bowl Commercial Expert Available

January 23, 2015
CONTACT: Jill Rosen
Office: 443-997-9906
Cell: 443-547-8805

Keith A. Quesenberry

A Johns Hopkins University researcher who has studied what makes a Super Bowl commercial successful is available to discuss, analyze and rate the 2015 ads.

Keith A. Quesenberry, a lecturer in the university’s Center for Leadership Education who teaches marketing, advertising and social media classes, conducted a two-year content analysis of 108 Super Bowl commercials. He found that people rated commercials with dramatic plotlines – the same story arcs favored by classicists like William Shakespeare – significantly higher than ads without clear exposition, rising action, climax, falling action, and denouement.

Last year he correctly predicted the ad that would go viral would be Budweiser’s tear-jerker about a puppy’s friendship with a horse.

Before joining the Johns Hopkins Center for Leadership Education, a part of the Whiting School of Engineering, Quesenberry worked for 17 years as a creative director and copywriter on marketing campaigns for Fortune 500 corporations including Exxon Mobil, Delta Air Lines, Hershey and Washington Post.

To interview Quesenberry, contact Jill Rosen at 443-997-9906, or jrosen@jhu.edu.


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