Mary O’Brien Pearlman is a Senior Lecturer of Marketing at Kellogg School of Management, Northwestern University. She has been teaching in the Marketing Department at Kellogg since 1995.
Professor Pearlman teaches Advertising Strategy at the MBA level. This second-year elective course focuses on the strategy and execution of advertising with a particular emphasis on the consumer insight behind the strategy and integrated execution that includes all aspects of communication (advertising, packaging, promotions, PR, etc.). In addition, Pearlman is a speaker for numerous Kellogg student events and counsels students regularly on career opportunities/decisions.
Prior to joining the Kellogg faculty, Pearlman worked approximately 10 years at Kraft Foods where she worked in strategy and successfully managed businesses including Kraft Natural Cheese, Kraft Grated Parmesan Cheese and Philadelphia Brand Cream Cheese. She also led the introduction of several new refrigerated products.
Pearlman earned her MBA from Kellogg with a concentration in Marketing and Finance.
Brand Management
Consumer Products
Marketing Management
Marketing Research
Marketing Strategy/Planning/Policy
Professor Pearlman teaches Advertising Strategy at the MBA level. This second-year elective course focuses on the strategy and execution of advertising with a particular emphasis on the consumer insight behind the strategy and integrated execution that includes all aspects of communication (advertising, packaging, promotions, PR, etc.). In addition, Pearlman is a speaker for numerous Kellogg student events and counsels students regularly on career opportunities/decisions.
Prior to joining the Kellogg faculty, Pearlman worked approximately 10 years at Kraft Foods where she worked in strategy and successfully managed businesses including Kraft Natural Cheese, Kraft Grated Parmesan Cheese and Philadelphia Brand Cream Cheese. She also led the introduction of several new refrigerated products.
Pearlman earned her MBA from Kellogg with a concentration in Marketing and Finance.
Areas of Expertise
AdvertisingBrand Management
Consumer Products
Marketing Management
Marketing Research
Marketing Strategy/Planning/Policy
Education
MBA, 1985, Finance, Marketing, Northwestern UniversityBS, 1980, Nursing, Ohio State University
Teaching Interests
Advertising strategyFull-Time / Part-Time MBA
Advertising Strategy (MKTG-454-0)This course counts toward the following majors: Marketing, Marketing Management
$250 billion is spent on advertising in the United States. Much of it has no effect--not because of an absence of creativity, but because the problem is due to an absence of a compelling ad strategy to serve as a foundation for developing creative executions and media plans. This course provides a balanced analysis of advertising strategy and execution. The first half focuses on selecting an attractive target for advertising and developing an effective brand position. This section stresses the importance of customer insight as a basis of creating coherence between target and position. Following the approach of the introductory marketing course, students examine in depth how planning is made operational in terms of advertising and other communication devices. The remainder of the course examines the execution of the strategy. We also examine ways to evaluate the likely impact of ad copy and review approaches to measuring the effectiveness of advertising as a vehicle for enhancing the impact of ad campaigns.
Prerequisite: MKTG-430.
CONTACT INFO:
PHONE: 847-491-3522
FAX: 847-491-2498
PHONE: 847-491-3522
FAX: 847-491-2498
OFFICE:
Jacobs Center Room 479
Jacobs Center Room 479
