New Media Initiative

From The Yaffe Center

We’re seeing an explosion of new-media models in advertising: Branded content in television programming and movies, product placement and advertainment, among others. Our initiative will help tame the flood of new information and create a better understanding of the media frontier.

Center Co-Directors Rajeev Batra and Tim O'Day are currently working on "Independent Study Projects" on this broad topic with Ross School undergraduates and MBA students. Topics of these projects are:

"Use of Social Networking Sites by Marketers"

"Creating and Leveraging Viral Marketing Online and Offline"

"Blogging and Other User-Generated Content"

Once completed, their reports will provide materials that may someday help shape the content of Ross School course modules on this topic.

The Center is also bringing leading practitioners and experts on this topic to campus to speak to students and faculty. The first of these talks was presented by Mr. James Yaffe, Managing Partner of Endeavor Marketing of Los Angeles.

For practitioners, The Yaffe Center offers research on the trends in marketing in the new-media age. We have developed a broad-based report on budgeting and resource allocation for marketers.