Michigan Ross School of Business
Yaffe Center for Persuasive Communication


Digital Marketing Workshop held Nov. 6, 2015

On Friday, November 6th, 2015, the Yaffe Center at Ross held our Seventh Annual Digital Marketing Event, "Hands-On" Experience and Stories from the Real World. It was co-sponsored by the Marketing Area at Ross and the Leo Burnett Foundation.

Digital marketing continues to evolve quickly as marketers learn which tools suit their business objectives, and which do not. But two names continue to dominate the conversation and spending totals: Google and Facebook. Google Search continues to lead the category. Facebook has shown the way to turn social media into a vibrant advertising medium. Both companies have evolved their products to lead the way into the mobile space.

This year's program included both auditorium presentations from leading digital marketers and classroom sessions led by Google and Facebook. All in a fast-paced session that ran from 8:00am to 3:00pm in the Robertson Auditorium at Ross, and selected classrooms. It was designed to give an insiders', "behind the curtain" view of how search and social can, and should, be used to enhance a marketing plan.

Our speakers this year included the following leaders among clients, agencies, consultancies, and media in digital marketing:

Stan Joosten, Procter & Gamble; Zach Gallagher, Deutsch L.A.; Robert Guay, Digitas LBi; Andy Fisher, Merkle; with “how-to” workshops led by Garland Hill, Facebook and Mike Orlando, Google.

View video of the sessions.

Yaffe Digital Resources

The Yaffe Center Digital Media Resources Hub has been created to organize information on search engine marketing, display and video advertising, social media and mobile marketing.  The Digital Marketing Resources include information from workshops, speakers, wikis, student papers and useful links.

Psychology of Design Conference, May 29th

The Yaffe Center for Persuasive Communication was proud to present the Psychology of Design Conference on May 29th, 2014 at the Ross School of Business. 

The event brought together top researchers, scholars, and thoughtful practitioners to engage in discussion and build an understanding of the psychology behind design.  The Yaffe Center would like to thank our keynote speakers -- Don Norman, Aradhna Krishna, Bernard Schmitt, and Andrew Smith -- for their thoughtful comments throughout the conference. 

Yaffe Center Publications

Book released from 2009 Yaffe Center Conference:  Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge
Edited by: R
ajeev Batra; Punam Anand Keller; Victor J. Strecher

Published in January 2011 by M.E. Sharpe

    This book brings together the contributions of leading research scholars in communications, consumer behavior, marketing, psychology, and public health, who met in Ann Arbor in May 2009 to share and debate ideas on how their research might be used to improve the effectiveness of obesity-fighting messages and interventions. The conference that led to this book, on “Leveraging Consumer Psychology for Effective Health Communications: The Obesity Challenge,” was organized by the Yaffe Center, since one of the goals of the Yaffe Center is the facilitation and dissemination of multidisciplinary research on persuasion-relevant topics, and crafting effective messages and interventions to fight obesity seemed like a very worthwhile goal. The conference was held under the aegis of the Society for Consumer Psychology. The lead sponsor for the conference was the National Center for Health Marketing and Centers for Disease Control and Prevention (CDC) in collaboration with the National Public Health Information Coalition (NPHIC). The conference was cosponsored by the Yaffe Center for Persuasive Communication, the University of Michigan Ross School of Business, the University of Michigan School of Public Health, and Johnson & Johnson. Additional sponsorship support was provided by the Association for Consumer Research. 

More Information on the Publication

About the Yaffe Center

The Yaffe Center, founded at the University of Michigan’s Ross School of Business by advertising agency founder Fred Yaffe, is dedicated to the research, teaching, and discussion of persuasive communication.


We see rapid changes in how communications are delivered and how consumers process them.  Emerging digital media play a larger role, and message today are increasingly visual and nonlinear.  And persuasion frequently cuts across disciplines and requires study with silos.

Therefore, the Center is focusing on four major areas this year:

  • The use of digital media.
  • The effectiveness of new media.
  • The study of style and design as persuasive tools.
  • Interdisciplinary examples of successful persuasion.

Please explore our web site to learn more.