Jacob (Jake) Teeny is an Assistant Professor of Marketing at the Kellogg School of Management, specializing in the study of consumer behavior. Broadly, his work examines what makes brands, people, and ideas popular, and how this popularity then influences consumer psychology. His research has been published in some of the top marketing and psychology journals and has been covered in a variety of news outlets, like Business Insider, TIME, The Atlantic, and more. His recent work has examined how to convince consumers to spread word of mouth, how best to leverage personalized persuasion in advertising, how the experience of enjoyment can bias people’s psychology, and how everyday consumers react to the misconduct of public figures.

Jake also has a longstanding passion for storytelling and has written and spoken on how to excel at storytelling in advertisements, personal selling, and more. He then uses these same principles when teaching marketing and psychology content to others, whether it’s MBA students, TEDx talks, online courses, or seminars for brands and organizations. To learn more about Jake and his work visit https://EverydayPsych.com

Word of Mouth, Persuasion, Consumer Metacognition, Lay Theories, Ethical Consumerism

Advertising Strategy, Consumer Behavior

Advertising Strategy (MKTG-454-0)
Companies spend $560 billion on advertising worldwide and a great deal of it is wasted. This class is designed to teach students to be stronger critical thinkers with an emphasis on developing more effective advertising across traditional and digital channels. Created for client-side managers tasked with advertising responsibilities as well as general managers overseeing communications, the class tackles both advertising strategy and execution. In a rapidly evolving marketing ecosystem, it's never been more important to have a strategic lens. This course emphasizes the development of the central nucleus of any advertising strategy- the creative brief- to manage and guide relationship with your creative partners. The first half focuses on general advertising strategy - creating meaningful goals; selecting an attractive target for advertising, uncovering actionable insights, and developing an effective brand position. The remainder of the course examines the strategic planning of the tactical execution- understanding media, evaluating creative, and measuring effectiveness. The emphasis of the class is on practical application. As such, the courses analyzes advertising challenges through real-life examples. Students review cases weekly, complete several case assignments, tackle a current company's situation in a group assignment, and complete a take home final comprised of mini-cases.