I am a professor of marketing at the Kellogg School of Management. For over a decade, I have researched, taught, and consulted on the topics of advertising and persuasion. My endeavors have led to numerous academic publications, a textbook on advertising strategy, and cases written on effective advertising. In addition, I co-lead an annual review of Super Bowl advertising with Kellogg MBA students. Beyond my expertise, I am driven by a passion to better understand the human mind to allow marketers to create, execute, and evaluate advertising in a more effective manner. I hate to see ineffective advertising, and I want to do my part to make it better.