Michigan Ross School of Business
Yaffe Center for Persuasive Communication

Center Directors

Rajeev Batra, Academic Director

Rajeev Batra, Academic DirectorRajeev Batra is Sebastian S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, where he teaches Brand Management to MBA students. His research interests include ways to improve advertising productivity, as well as the processes by which advertising builds brand equity and shapes consumer preferences. He received his PhD from Stanford University.

Dr. Batra is co-author of five books and has written almost 50 scholarly publications on advertising and branding. His most recent book is Persuasive Imagery: A Consumer Response Perspective (Advertising and Consumer Psychology), co-authored with Linda M. Scott. Persuasive Imagery offers an interdisciplinary perspective on consumers’ complex response to visual images in advertising and the research aimed at explaining it.

He consults with leading advertising, direct marketing, and marketing firms, and teaches executive seminars on these topics around the world.


Tim O'Day, Executive Director

Tim O'Day spent 23 years at the Leo Burnett agency in Chicago where he served as Account Director for Kellogg USA cereal, Morgan Stanley's global business and agency new business.

During those years, he directed strategy, media and campaign development on iconic brands including Kellogg's® Special K®, Frosted Flakes®, Corn Pops, Frosted Mini-Wheats®, All-Bran® and Froot Loops®. He also managed the brand definition and roll-out following the merger of financial service firms, Morgan Stanley and Dean Witter, Discover & Co.

Since exiting Burnett, Mr. O’Day has served as a marketing consultant at Morgan Stanley. He is an adjunct lecturer of marketing at the Ross School of Business, University of Michigan beginning his ninth year of teaching Advanced Advertising Development and his fourth year teaching Digital Marketing. Digital Marketing is an undergraduate course which addresses the many issues of marketing using digital tools, including search, social, video, and mobile now available to brands, and provides students with the challenge of developing marketing ideas and presenting them to an actual client.

Mr. O’Day received his BA in History from Yale University, his JD from Ohio State University and his MBA from the Ross School.

Iconic Levi's Jeans

These iconic jeans became a cultural touchstone because of their association with non-conformists like James Dean and Marlon Brando.

Levi's Jean 1873