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AdNews Advertising Division |Fall 2011

AEJMC | Association for Education in Journalism & Mass COMMunication

The Gateway to the Digital World By Frauke Hachtmann • Head Ad Division 2011-2012

Attending the annual AEJMC conference always signifies the end of the summer and the beginning of a new academic year. Every August, I look forward to learning about cutting-edge research, the latest news from the industry, innovative teaching ideas, and of course connecting with friends and colleagues. As programming chair last year, I had the privilege to represent one of the most vibrant AEJMC interest groups and to look behind the scenes of what it takes to organize and stage a conference with 2,192 delegates, 355 sessions, and a record of 896 papers. The ad division contributed 113 papers with an acceptance rate of 48.7 percent, which were presented in four research panel presentations, two poster sessions, and one high-density research session. In addition, we had five co-sponsored panel discussions and, of course, our highly popular full-day preconference teaching workshop. This year’s teaching workshop theme was “Strategic Solutions at the Intersection of Content and Channel” and I want to thank Peggy Kreshel, Karie Hollerbach and Sheri Broyles for organizing another excellent workshop. Congratulations also to Peggy Kreshel, who received the Advertising Division Outstanding Service Award. Peggy has done so much for the advertising division over the years that it would be difficult to list all of her accomplishments here. However, I want to thank her for her leadership in chairing the committee that created the division’s very own Distinguished Teaching Award, which had been a goal of our division for many years and Peggy made it happen. Please read the stories in Fall 2011

this newsletter written by current and former members of the executive committee for more information about the different sessions at the conference. In addition to increasing the number of accepted papers by five percent, AEJMC made another significant leap – a leap into the digital world. A few weeks before the conference started, attendees could download a mobile app that contained the entire conference program. Users could create individualized schedules and to-do lists, access exhibitor information, tweet conference news, and refer to maps of the hotel – all from their phones or tablet devices. When our agency tour had to quickly be moved from Friday to Thursday in the last minute, we could easily update the change and communicate it quickly via the app. It was exciting to see how many delegates stopped carrying the bulky printed version of the program and used their phones instead to navigate the various sessions every day. Overall, AEJMC reported 1,600 conference app downloads. Going mobile is one of the primary goals of the advertising division this year. After speaking with many of our members and professionals at the conference, it is clear that our field is going through a massive digital revolution and we are doing everything we can to prepare our students to succeed in this increasingly interconnected world. For many of us, the digital world is fascinating but also daunting at the same time. It is my hope that our division can provide some guidance in terms of research and teaching on this journey into the digital world. I believe that as one of the leading AEJMC divisions, we ought

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Acing Assessment When I proposed a panel regarding assessment about a year ago, the University of Nebraska-Lincoln College of Journalism and Mass Communications had just received a positive nod from the ACEJMC site team that had reviewed our self-study and visited our campus. Our faculty had worked particularly hard on standard 9, the assessment of student learning, especially since almost half of the programs that were up for re-accreditation the previous year had failed that particular standard. The hard work paid off and we were found to be “compliant” on standard 9. The site team noted that our assessment plan was effective but quite complex, which prompted the idea for this panel. How can programs, large and small, get started with assessment? How can those programs that have an assessment plan in place, sustain the additional workload it creates for an already overloaded faculty? And perhaps most importantly, how can we use the data to improve our students’ learning? The ad division teamed up with the small programs interest group and developed an enticing panel about how to “ace assessment” and improve student learning. Gail Henson (Bellarmine), Mary Jean Land (Georgia College), Sandy Utt (Memphis), and Tom Weir (South Carolina) shared their experiences with assessment from different perspectives and offered their advice to an audience of about 30 delegates. Gail Henson and Mary Jean Land represented the small programs interest group and

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discussed how to navigate assessment without being overwhelmed as well as the importance of departmental assessment. Dr. Henson explained how a small program such as the department of communication at Bellarmine University can get started with assessment. She emphasized

How can programs, large and small, get started with assessment?

the importance of developing and relating specific learning outcomes to the department’s mission, while also keeping guidelines of professional associations such as NCA in mind. Another important point she made was to gain faculty buy-in. She recommended holding a one-day retreat to educate faculty about assessment and to develop meaningful assessment plans. Finally, she advised that especially small programs should focus on “one thing at a time” to navigate an otherwise overwhelming mandate. Dr. Land shared her experiences of assessment at the departmental level in the context of her institution’s assessment expectations and gave specific examples of direct and indirect assessment. For example, her department uses student portfolios, evaluations by internship advisers, and graduate surveys to assess student learning. Tom Weir and Sandy Utt represented the ad division on the panel and discussed assessment as part of larger

programs. Dr. Weir emphasized the importance of understanding the assessment process in his presentation. He recommended that programs should start with what they are already doing. In addition, he said that programs may implement entry and exit exams in the introductory course and the capstone course to measure student learning over time. He also advised to publicize student learning outcomes not only to students but to faculty as well in multiple ways such as syllabi, posters or even bookmarks. Sandy Utt focused her discussion on direct assessment of student learning outcomes in the capstone course as part of the National Student Advertising Competition (NSAC). She, too, emphasized that programs should not feel as though they need to “reinvent the wheel” for the sake of assessment. She discussed five steps programs can use to assess the campaigns course when participating in NSAC. After identifying the appropriate ACEJMC professional values and competencies, programs must develop measurable student learning outcomes and then measure the campaigns students developed against those outcomes. Dr. Utt shared the assessment matrix that the University of Memphis uses to assess “problem solving,” “critical thinking,” “strategic planning,” and “execution” with the attendees. A big thank-you to the panelists and all of the attendees for a lively and thoughtful discussion on how to ace assessment and improve our students’ learning. http://www.facebook.com/addivision


Ad Division

KUDOS

2011-2012

ad Division

Compiled by Scott Hamula

Dr. Bobbi Kay Lewis, associate professor at Oklahoma State University, had her paper “Rules of engagement: practice what you tweet” published in Public Relations Review. Dr. Thomas S. Mueller, Assistant Professor & Faculty in Residence, Appalachian State University, authored a chapter entitled “Antitrust laws and sports” in the new SAGE peer-reviewed, 4-volume Encyclopedia of Sports Management and Marketing. In addition, Tom was published in the latest issue of Journal of Sponsorship. The title of his article is “Professors and practitioners: The practical convergence of theory, with sponsorship negotiation and management.” The Department of Advertising & Public Relations at the University of Georgia is pleased to welcome two new advertising professors to its faculty. Dr. Sun Joo (Grace) Ahn studies virtual reality and recently earned her doctorate from Stanford University. Dr. Joe Phua is interested in online persuasive communication in the contexts of health and sports. He earned his degree from the Annenberg School at University of Southern California. Rodgers Townsend in St. Louis The 2011 Ad Division off-site agency tour

r/t: Really Terrific Advertising Agency

HEAD|Frauke Hachtmann University of Nebraska–Lincoln Office: 402.472.9848 Fax: 402.472.4024 E-mail: fhachtmann1@unlnotes.unl.edu VICE HEAD|PROGRAM CHAIR Jay Newell Iowa State University Office: 515.294.3445 Fax: 515.294.5108 E-mail: newelljj@iastate.edu

SECRETARY & Events Coordinator Scott Hamula Ithaca College Office: 607.274.1034 Fax: 607.274.7076 E-mail: shamula@ithaca.edu AdNews EDITOR | Stacy James University of Nebraska-Lincoln Office: 402.472.3069 Fax: 402.472.4024 E-mail: sjames2@unl.edu RESEARCH COMMITTEE CHAIR Troy Elias University of Florida Office: 614.747.0708 Fax: 352.846.3015 E-mail: telias@jou.ufl.edu SPECIAL TOPICS PAPER CHAIR Sela Sar Iowa State University Office: 515.294.0503 E-mail: selasar@iastate.edu

By Scott Hamula

We’ve all visited more than a few advertising agencies in our time and some of us have even worked at them. Many are housed in great spaces and lead by men and women with vision and passion. Our Friday off-site visit to Rodgers Townsend in St. Louis certainly did not disappoint on those two markers. After a brisk walk from the hotel, we arrived at the agency and were lead to a conference room where we were met with fresh cookies and a lively presentation by one of the agency’s cofounders, Tim Rodgers. Afterward, Jennifer Oertli, VP Director of Human Resources, guided us on a tour of the entire agency, several floors, which was topped off by that amazing rooftop deck. By the way, if you haven’t visited their website since before St. Louis, check it out now (www.rodgerstownsend.com/). Launched on August 23rd, it’s been totally redone and it looks amazing. (Look for a great picture of the group on page 14) http://addivision.wordpress.com

Executive Committee Members

PF&R COMMITTEE CHAIR Karen Mallia University of South Carolina Office: 803.777.1154 Fax: 803.777.4103 E-mail: kmallia@sc.edu TEACHING STANDARDS CHAIR Courtney Bosworth Radford University Office: 540.831.5593 Fax: 540.831.5883 E-mail: cbosworth@radford.edu STUDENT PAPER CHAIR Heidi Hennink-Kaminski University of North Carolina Office: 919-962-2555 Fax: 919-962-0620 E-mail: h2kamins@email.unl.edu WEBMASTER|Bobbi Kay Lewis Oklahoma State University Office: 405.744.2970 Fax: 405.744.7104 E-mail: bobbikaylewis@okstate.edu

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Advertainment – The New Black As exhilarating changes sweep across the communication landscape a discussion of how to effectively connect with and influence consumers who are increasingly engaged with emerging media has become critical. On cue, this summer at AEJMC, an esteemed assortment of educators and researchers from institutions around the country were invited to participate in a panel to address the merging of advertising, branding, engagement, and entertainment – Advertainment. This relatively new area of advertising includes formats such as advermovies, advergames, and interactive Flash animations that tell stories or engage a viewer without making a direct sales pitch. The panelists who participated included assistant professor Vincent Cicchirillo from the Advertising department at the University of Texas, Kristen Landreville, assistant professor of Multimedia Journalism at the University of Wyoming, Susan Currie Sivek, assistant professor of Mass Communication at Linfield College, and Rachel Davis Mersey, assistant professor at the Medill School, Northwestern University. One of the implicit assumptions behind advertainment’s growing prominence is that advertising will be less irritating to consumers if they become engaged or are entertained by the content. Whether this has been supported by existing research remains to be seen. As such, one of the very first questions fielded by the panel was whether there was any empirical evidence to support advertainment being more efficacious than traditional ads. Unanimously, the panelists argued that it is still too early to clearly tell and more research should examine advertising’s impact across media platforms. For the most part, however, they also agreed that advertainment in its many forms has a great potential for cutting through clutter. Several panelists highlighted advertainment’s inherent advantage over traditional media in terms

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By Troy Elias

of recall and other cognitive and affective factors. The verdict appears to still be out when it comes to advertainment’s impact on brand awareness and sales, however. Dr. Cicchirillo argued that few studies, if any, have demonstrated that branded entertainment moves units. They all agreed that any further attempts at understanding advertainment’s impact on consumer attitudes should be theorydriven. Theoretical frameworks such as the general learning model, vividness effects, social cognitive theory, and cultivation theory were all regarded as being relevant to developing an understanding of the impact of advertainment. Dr. Mersey also spoke at length about the value of applying social identity theory in her work. The panelists also were asked to describe some of the major challenges they faced in developing an understanding of novel approaches to advertising such as advertainment. The consensus appeared to be a lack of communication between industry and academia in a meaningful way. Drs. Sivek and Landreville voiced concerns over the challenge of collaborating with industry while working towards tenure; a concern that was shared by Dr. Mersey and Dr. Cicchirillo as well. While industry practitioners are concerned about the bottom line and trying any number of approaches to be successful, academicians have theory-driven goals which tend to conflict with more practical applications. This seems to be a consistent theme in the classroom as well. For instance, they described issues with students who long for more practical application in the classroom without much interest in the theoretical underpinnings that drive human behavior, regardless of the medium of the hour. Overall, the contributions made by each panelist were quite significant and we look forward to more such informative panels from our highly respected peers.

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So, That’s Why I See Those Ads “BULLS-EYE! Technology and Targeting, For Better or Worse,” a panel co-sponsored by the Advertising and Critical and Cultural Studies Divisions, examined good targeting and bad targeting. Today’s marketers are trying their best to deliver the right ad message to the right person at the right time, but as several people in the audience commented, some experiences were far less on target. “I wanted to write Clairol a nasty message,” shared one audience member regarding a time when, while communicating with an old high school friend on Facebook, an ad for hair coloring to remove the gray showed up in the sidebar. This just wasn’t something she wanted to be

By Scott Hamula

reminded of during her online conversation. Did we decide what was best for the agencies, for the marketers, and for the consumers? Not in an hour and 15 minutes, but our panelists did share some important insights and best practices which helped us to learn more about this important topic. Thanks, again, to panelists Dan Curran, President and Founder of 4ORCE Digital; Morgan Noel, Senior Creative Strategist/Digital at Momentum Worldwide; Robert Mews, Senior Digital Marketing Strategist at Geile/Leon Marketing Communications; and Kevin L. Keenan, Ph.D., Associate Professor at American University in Cairo.

The changing role of the account manager in today’s enviornment On Saturday, August 13, five panelists convened in St. Louis during the Annual AEJMC Convention. The purpose: to discuss how the account manager’s role is changing in today’s environment. This highly-regarded panel was co-sponsored by the Public Relations and Advertising Divisions of AEJMC. Don Dickinson, Director of Advertising Management at Portland State University’s School of Business, started this engaging discussion clarifying the subtleties of strategic and tactical integration and its relationship the to account manager. Daniel Ng, assistant professor from the University of Oklahoma, shared his preliminary data regarding how the account http://addivision.wordpress.com

manager’s role morphs into the project manager’s role. Sara Roedl, who recently finished her Ph. D. in Mass Communication from Southern Illinois University, conducted research about account planning specific to the St. Louis market. She shared her findings that many account planners were leaving to be replaced with account managers who could perform both account management and strategic planning functions. Sarah Ferguson, an account supervisor for Barkely USA, a full-service agency in Kansas City, kept us grounded in reality. Today’s professional can never say, “That’s not my job.” Account management touches all

By Craig Davis

disciplines, even public relations. Clay DeDeaux, associate professor at Ferris State University’s School of Business gave us much to think about, too. What is the new term for the account manager? How can we make this job more appealing to students? Maybe it is an “integration catalyst” as Golin Harris calls it. Hats off to all the panelists for such an interesting discussion. When the panel was over, one thing was clear. The panelists thoughtfully raised issues central to how this industry is changing and how it impacts the account manager. This session was beneficial to any advertising or public relations professor. Fall 2011

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Fitting students to a “T” By Karen Mallia in this increasingly complex world. “What shape should tomorrow’s Tech geeks Where there was debate, it centered on graduates be? Specialists vs. generalists designating the depth of skill needed in vs. T-shaped talent” was the topic at an have talked a single discipline, and how much depth August 15 AEJMC panel co-sponsored of understanding is needed in the other by the Advertising Division and the about it. related areas. For some, digital media Internship & Careers Interest Group. Four advertising and design veterans Designers demands a thick bar across that capital T – as writers and art directors now joined Penn State Altoona’s Bob Trumpbour and University of South have talked need to understand a good bit about digital architecture, user experience and Carolina moderator, yours truly. On hand programming in order to create for the about it. were Ken Krimstein, an agency creative web and mobile media. director with experience in New York (Digital One could argue whether breadth and Hong Kong; and Allan Meyerson, of knowledge belongs at the top of a Executive Creative Director, GROUP360 media T or signifies a creative generalist, but Worldwide; Jon Fulmer of JF Marketing these panelists above all said they want Communications, experienced strategist, gurus and students to be critical thinkers who account manager and creative director; have rich and varied experiences that and Eric Thoelke, President and CD of ad pros, too.) contribute to their ability to see things TOKY Branding + Design. from multiple perspectives. They felt Designer and IDEO founder Tim So, it was technical skills could be honed over time Brown is credited with coining the term and were less important. “T-shaped talen” to describe the type high time we Questions were raised about whether a of people who’ve made his company a talked about university education could in fact provide world-renowned creative powerhouse. the depth of skill in one discipline needed He explained to Fast Company in 2005, “T-Shaped for a long enough vertical bar on the T, “They have a principal skill that describes while it might offer the opportunity to the vertical leg of the T – they’re Talent.” acquire the general knowledge that could mechanical engineers or industrial build the cross bar. However, if we take designers. But they are so empathetic Brown literally, it’s unlikely that students acquire that they can branch out into other skills, such enough depth in a variety of subject areas that as anthropology, and do them as well. They are they could “do them as well” as those for whom it’s able to explore insights from many different a primary expertise. perspectives and recognize patterns of behavior In describing the ideal creative, the panelists that point to a universal human need. That’s what listed characteristics that have long been you’re after at this point -- patterns that yield recognized as essential: great passion, curiosity, ideas.” maturity and tenacity—along with a unique While that all sounds wonderful, it is by no personality. Likewise, the standard skill set means a unanimous perspective in education or was reiterated— delivering great work that recruiting. Some believe the digital work world is on strategy, being able to sell your work, to demands increased specialization—that technical collaborate and (quoting Leo Burnett here) love, demands are so great that an “I” more accurately honor and obey your hunches. Not surprisingly, represents the proportion of inter-disciplinary the panelists kept returning back to the critical understanding that is realistic. Others in business and creative circles argue that “creative generalist” nature of great writing ability—and how few job candidates demonstrate it. (No shock there.) is the better model. Krimstein recalled that One thing emerged crystal clear. While critical a breadth of diverse interests has long been thinking is paramount, the possibility of getting recognized as a well for creatives to draw upon. a job tomorrow (or even today) with strong While it was laughingly suggested that maybe ideas and no technical skills is nil. Just being the “O” was the best letter to describe truly well conceptually smart and having great ideas is no rounded talent, most panelists agreed that the T offers a valid configuration for knowledge workers longer enough.

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The Advertising Division of AEJMC

had an amazing turnout for its research paper sessions at the annual conference in St. Louis during August 2011. With many outstanding papers submitted to the research paper competition, the ones presented at the conference represented the pinnacle of research within the field of advertising. By Courtney Bosworth

Starting on Wednesday, August 9, the paper session, “Gender Issues and Portrayals in Advertising” provided an excellent start to the annual conference for the Advertising Division. With Alice Kendrick moderating and Rod Carveth providing discussion, the paper session included Laurie Phillips’, UNC-Chapel Hill, paper titled “From Unspeakable to Homosexual to Gay to LGBT: The Evolution of Research on Marketing’s Most Controversial Market Segment,” and Amber Remke’s, Oklahoma State, paper “The Effects of Using ‘Real Women’ In Advertising.” Also in the session was a paper titled “Boys Will Be Boys: An Analysis of the Male Image In Advertising over the Past 60 Years” by Katherine Krauss of Manhattan College and a paper presented by Nam-Hyun Um, Kyung Ok Kim, and Eun Sook Kwon, of Texas at Austin, titled “Sues of Culturally Meaningful Symbols or Iconographies in Gay-Themed Ads.” The final paper of the session included Ashley Furrow’s, Ohio, paper on “Advertising Images of Gener and Race Portrayed in Sports Illustrated Kids, 2000-2009.” Later on Wednesday, the Advertising Division co-sponsored a research session with the Media Ethics Division titled “Advertising and Social Responsibility.” The session was moderated by Shannon Bowen of Syracuse and Cynthia Frisby, Missouri, was the discussant. The session had papers from Jami Fullerton, Oklahoma State, and Alice Kendrick, Southern Methodist, titled “Job Satisfaction among Minority Advertising Professionals: An Update,” and a paper titled “Is Diversity ‘Non-Existent’ or a ‘NonIssue’: Preliminary Results from a Thematic Analysis Ascertaining How Educators Define Diversity in Advertising” by Laurie Phillips, UNChttp://addivision.wordpress.com

Chapel Hill. Also, a paper titled “The Ethics of Pinkwashing: Applying Baker and Martinson’s TARES Test to Breast Cancer Cause-Related Marketing Campaigns” by Kati Tusinski Berg and Shannon Walsh, both of Marquette, was presented along with Temple Northrup and Meghan Sherrill’s, UNC – Chapel Hill, paper “The Real Skinny on Food in the Media: Ethical Shortfalls of Covering and Marketing Food to an Ever Expanding Nation.” Thursday’s research paper sessions started strong with the Advertising Division’s session on the “Top Papers” session starting the day. Here, the top three papers from the research paper competition were presented along with the top paper from the student paper competition. The top three papers include “Seeing the Big Picture: Multitasking and Memory for the Ad” by Brittany Duff, Illinois-Urbana Champaign; Sela Sar, Iowa State; Sangdo Oh, Illinois-Urbana Champaign; Yulia Lutchyn, Tennessee; and Sydney Chinchanachokchai, Illinois-Urbana Champaign, which was rated as the top paper of the research competition by reviewers. The second-place research paper was by Chang-Dae Ham, Illinois-Urbana Champaign and Esther Thorson, Missouri, titled “Responses to User-Generated Brand Videos: The Persuasion Inference Model.” The third-place research paper as voted by reviewers was “Direct-to-Consumer Antidepressant Advertising, Skepticism Toward Advertising, and Consumers’ Optimistic Bias about the Future Risk of Depression,” by Jin Seong Park, Tennesse; Ilwoo Ju, Tennessee; and Kenneth Eunhan Kim, Oklahoma State. The top student research paper was Chan Le Thai’s, California – Santa Barbara, “Verbal Claims and Graphical

Features on Toddler Food Packaging: Advertising ‘Healthy’ Products.” Courtney Bosworth, Radford, was the discussant for the Top Papers session with Troy Elias, Florida, moderating. On Saturday, a research panel session titled “Health Messages: Creation, Interpretation, and Evaluation” was moderated by Jay Newell, Iowa State, with Fuyuan Shen, Pennsylvania State, as discussant. Papers for this session included “’The Other Hangover: A Case Study in Implementing and Evaluating an Anti-Binge Drinking Advertising Campaign” by Nathan Gilkerson, Michelle Gross, and Andrea Ahneman, Minnesota; and Ho-Young Ahn, Stephanie Kelly, Lei Wu, and Eric Haley’s, Tennessee, paper titled “Dealing with Conflicting Health Messages: A Qualitative Study of College Students’ Understanding of Tanning and Skin Cancer Prevention Advertising Messages.” Also, Hannah Kang’s, Florida, paper “The Influence of Fear Appeal on Persuasion for Skin Cancer Public Service Announcements (PSAs) According to Fear Message Framing and Fear Type” and “The Influence of Relevance and Emotional Appeals in Public Service Ads on Attitudes and Behavioral Intensions Toward Global Climate Change” by Supathida Kulpavaropas, Iowa State were presented. Interspersed among these research sessions were high density research sessions and teaching sessions co-sponsored with the Cultural and Critical Studies Division, the Small Programs Interest Group, the Public Relations Division, and the Magazine Division. In all, the Advertising Division had an outstanding array of research sessions by itself and in conjunction with many of AEJMC’s other divisions.

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You Can Help The Nearly Helpless Each year several hundred new members attend their first AEJMC conference. Many of them joined the organization following the acceptance of a paper for presentation at the conference. Those new members are a source of growth, but only if they renew their memberships the following year. According to the AEJMC office, a substantial number of first-timers fail to renew their memberships. For some the non-renewal is the outcome of a less-than-enchanting conference experience. The AEJMC Membership Committee is taking on the task of coordinating with each division and interest group a program to improve the conference experience for first-time

attendees. The yet-to-be-named program will give divisions and interest groups advance notice of conference registration by first-timers. The divisions and interest groups will be encouraged to pair the first-timers with experienced conference-goers It’s a bit ad hoc at this time, but I bet newcomers with interests in advertising might like to know… • What do I need to prepare when my paper has been accepted for a panel, versus a scholar-to-scholar session versus a high-density session? • Can I attend a social when I didn’t go to any of the host schools? • What sort of questions can I expect when I present my paper? •Is the business meeting worth

By Jay Newell

attending? • Will I feel out-of-place at the Division’s off-site social? • And in Chicago, what’s the deal with “Cheeseborger Cheeseborger?”*

The Ad Division is looking for a few more people to participate in a trial run of the program before and during the 2012 conference in Chicago. It’s informal. If things work as planned, we’ll get a list of firsttime attendees in July, and then connect first-timers with more experienced members by email in advance of the conference. Want to help? Email me at newelljj@iastate.edu.

*The line was popularized in a Saturday Night Live skit set in a burger joint inspired by Chicago’s Billy Goat Tavern. The role of the burger chef was played by Jim Belushi’s brother.

Where would the Ad Division be without Peggy? By Bobbikay Lewis

The outstanding service award recognizes an individual for professional leadership and exemplary service to the Advertising Division and for having actively supported and facilitated the goals of the division. For her professional leadership, exemplary service, and expertise, Peggy Kreshel was recognized for her commitment to our division with the 2011 Outstanding Service Award. Peggy is an associate professor of advertising at Grady College at the University of Georgia. Peggy has actively supported and facilitated the goals of the advertising division for more than a decade. She has served the division through her scholarship as a presenter, panelist, reviewer, moderator and discussant. She has contributed to the Division’s pre-conference teaching workshop six times since 1991 before taking a leadership role in coordinating the workshop with Sheri Broyles and Jan Slater in 2010. Peggy is no stranger to awards as she has been recognized for her teaching as a teaching fellow, outstanding undergraduate teaching award, National Society of Collegiate Scholars faculty of the year award, and she was selected by the Institute of Shipboard Education for a semester at sea. In September 2001,

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Peggy was inducted into UGA’s Teaching Academy, which recognizes excellence in teaching and exists to promotes improved teaching throughout the University. In addition, she was named best reviewer and received the best article award from the Journal of Advertising. Peggy’s passion for teaching, advertising and ethics is to be admired and emulated. Prior to joining the Grady College, Peggy owned/ managed a restaurant in Fairbury, Nebraska; worked as an advertising sales representative for the Lincoln Journal-Star in Lincoln, Nebraska, and taught in the College of Journalism at the University of Nebraska. She was an independent Jazzercise franchisee for 16 years. http://www.facebook.com/addivision


Celebrating Teaching Achievement

Advertising Division announces new teaching award Given the Advertising Division’s long-standing commitment to teaching excellence and student learning, we are pleased to announce the establishment of the Advertising Division’s Distinguished Teaching Award. This award is intended to encourage and recognize individual excellence in undergraduate teaching over a sustained period of time. Such teaching rises above good teaching; it incites intellectual curiosity in students, engages them thoroughly in the enterprise of learning, and uses innovative methods to increase the effectiveness of learning both inside and outside the classroom. The award includes a $200 cash prize. To be eligible, a nominee must be a member of AEJMC’s Advertising Division with at least three years of teaching experience as a full-time faculty member. Award Criteria The Distinguished Teaching Award criteria are grounded in the four areas of emphasis highlighted in the AEJMC Teaching Committee’s Criteria and Goal Statement—curriculum; leadership; course content and teaching methods; and assessment—but expand upon those areas to encompass additional criteria for evidence of exemplary teaching. Nomination Process The nomination process is divided into two stages. An eligible teacher can self-nominate or can be nominated by another faculty member in the same school or college who is a member of AEJMC and has at least three years of teaching experience as a full-time faculty member. All nomination materials will be submitted electronically to the chair of the committee. Stage One: Initial Nomination Materials (Deadline: Thursday, December 1, 2011 at 11:59pm) • A nominating letter (limited to 1,000 words) outlining the ways in which the nominee demonstrates excellence in any or all of the areas of emphasis outlined in the criteria. • A brief statement from the nominee (limited to three pages) outlining why he or she should be considered for the award. In the instance of self-nomination, the nominee should request a recommendation letter from a colleague. • A current curriculum vita • Two letters of support from students (each limited to 500 words): – one letter from a student currently or previously enrolled in one or more classes which the nominee has taught/is teaching. – one letter from a student at least 2 years post graduation who had been enrolled in one or more classes taught by the candidate (limited to 500 words) Nomination materials from Stage One will be

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By Heidi Hennink-Kaminski

reviewed by the selection committee, which will select no more than five nominees for further consideration. Nominators and nominees selected as finalists will be notified no later than February 1, 2012. Stage Two: Award Finalist Materials (Deadline: Sunday, April 1, 2012 at 11:59pm). • Initial nomination materials. • A “teaching portfolio” not to exceed 20 pages. Teaching portfolios/dossiers can take on a variety of formats and include a wide variety of materials chosen to highlight the candidate’s achievements in the context of the award selection criteria. The only required materials to be included in the portfolio are: – A reflective statement by the candidate outlining their teaching philosophy, goals, objectives, experiences, not to exceed 1,000 words. This is typically included in a teaching portfolio, and will not count in the 20-page limit – A list of courses taught in the last three years, and quantitative evaluative data (e.g., student evaluations of teaching and learning experience, grade distributions). – The remainder of the materials in the portfolio may be chosen to best demonstrate the nominee’s achievement of the award criteria. Those materials may include but are not limited to: course syllabi; class assignments; website links/online; digital media; unsolicited student feedback; assignment rubrics; community/professional endorsements. Final Selection The selection of the winner will be made by the Teaching Award Selection Committee, a new standing committee comprised of five division members: • The editor of the Journal of Advertising Education will be an ex-officio member with all committee responsibilities and voting privileges. Alice Kendrick. • 2 members appointed by the executive board. These members will serve staggered three-year terms. Since this is the first year of the committee, the executive board appointed George Anghelcev for a two-year term and Joel Geske for a one-year term. Joel Geske will also chair the award this year. • 1 member elected by the division membership. This member will also serve a three-year term. Carson Wagner was elected and will begin his threeyear term this year. • The recipient of the award will serve a one-year term on the selection committee for the following year’s award. As chair of the Award development committee, Peggy Kreshel will take this position for the first year. Special thanks to Peggy Kreshel, Hal Vincent, Keith Quesenberry and Heidi HenninkKaminski for finalizing this award. Fall 2011

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“Strategic Solutions at the Intersection of Content and Channel” Ad Division Teaching Workshop Celebrates 15 Years of Outstanding Teaching and Learning Experiences. By Heidi Hennink-Kaminski

The 2011 AEJMC Advertising Division Pre-Conference Teaching Workshop was held in St. Louis, Mo., on August 9th. The theme of this year’s workshop was “Strategic Solutions at the Intersection of Content and Channel”, marking the 15th year that the workshop was held. The goals of the workshop were: • To introduce participants to a dynamic industry professional. • To go “back to the basics” of teaching two of the key courses in the advertising curriculum -media and the capstone campaigns course. • To provide fresh, innovative ideas useful in teaching those basic courses, and zoom in on some of the recurring issues surrounding those courses. • To provide a forum in which to talk about teaching and learning; ask questions, answer questions, and ask more questions; share experiences and concerns, etc. Judy Franks, Founder and President of The Media Democracy, Chicago, Ill., and an adjunct professor at the Medill School of Journalism at Northwestern University, kicked off the Workshop with a keynote presentation, “Media: From Chaos to Clarity. Making Sense of a Messy Media World.” Franks talked about shifting from a Newtonian media system with rigid structures to a “relative” media system inspired by Einstein’s theory of relativity. Some of the top ten issues she believes will have the biggest impact on IMC in 2012 are: Obama’s ’08 Campaign playbook is no longer his secret weapon, social media invade every facet of the marketing function, the

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clash of currency between Reach/ Frequency/CPM and Paid/ Owned/Earned, and the tension between advertising and branded content. Participants received a complimentary copy of Franks’ new book, Media: From Chaos to Clarity. Five Global Truths that Make Sense of a Messy Media World. Advertising media veterans Amy Falkner of Syracuse University and Michelle Nelson of the University of Illinois addressed the question, “What do students most need to know to prepare them for the ‘contemporary chaos’ that is the advertising media environment today?” Falkner shared tactics for teaching students “how to sell” to equip them for presenting media plans or advertising media sales, as well as assignments to engage students in thinking critically and strategically about the role of social media in a media plan. Nelson’s approach to advertising media focused on understanding audiences first and then how they connect with media and brands. She shared a wealth of resources she assigns to her students to help them better understand audiences and how to connect with them, including What’s Black About it?; The Whole Enchilada; and Many Cultures, One Market. At the end of the session, participants had a new repertoire of tools to help them help their students better understand consumers and connection points, including social media.

Terri Henley (University of Alabama), Karie Hollerbach (Southeast Missouri State) and Heidi Hennink-Kaminski (University of North Carolina at Chapel Hill) shared their unique approaches to the advertising campaigns course. Henley shared tips for navigating the NSAC competition, including team selection. Hollerbach discussed the evolution of her approach to campaigns from working with a local client to adapting the NSAC case for a non-competition course, noting how important it is to have students reflect on their work and the value of providing students with an opportunity to work with a large budget and national brand. Hennink-Kaminski introduced a new approach to campaigns in which advertising and public relations students as well as graduate students in mass communication and public health work with the NC Division of Public Health to develop health-related behavior change campaigns. In this social marketing campaigns course, students have opportunities to conduct formative research and message testing. Workshop participants walked away with knowledge of three very different takes on the traditional campaigns course. Special thanks to Peggy Kreshel and Karie Hollerbach for all the work creating such a dynamic, relevant, and useful workshop! We hope to see you next year in Chicago!

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The Gateway to the Digital World (cont’d from page 1) A big thank-you also to our session to develop a digital strategy chairs Court Bosworth, Jay Newell, for the ad division. Last Karen Mallia, Craig Davis, and year, Bobbikay Lewis Troy Elias. We would not have had started a blog for our such successful research sessions division (http://addivision. without you. Scott Hamula, who was wordpress.com), which obviously born to organize agency was a great first step that visits, socials, and other fun events. we can build on. AdNews is I already know that we will have archived on the blog, and even more fun in Chicago than we we also posted the division did in St. Louis (is that possible?). bylaws that were approved Stacy James for designing and at the members’ meeting producing AdNews after AdNews in St. Louis. We could after AdNews… always visually also use the blog to share stunning and exciting to read. All the syllabi, case studies, and The mobile app that contained the entire AEJMC conference program. Users could moderators, discussants, panelists, other information and turn create individualized schedules and to-do and reviewers for volunteering their it into a valuable resource lists, access exhibitor information, tweet conference news, and refer to maps valuable time to the ad division. for our members. Just in of the hotel – all from their phones or tablet devices. Finally, thank you to all the members time for the conference we for submitting papers, attending started a Facebook page sessions, and making our division (http://www.facebook. what it is. You make it all worthwhile. This year, com/addivision), where you can connect with other division members, view conference photos, I can’t wait to continue the good momentum of the advertising division. I am excited to work and share news. Please “like” us next time you’re with Jay Newell (vice head/programming on Facebook. I think we are off to a good start chair), Troy Elias (research chair), Heidi but there is a lot more that we can do. If you are Hennink-Kaminski (student paper chair), Court interested in serving on the ad hoc committee, Bosworth (teaching chair), Karen Mallia (PF&R please let me know at your earliest convenience. chair), Sela Sar (special topics chair) and Scott Another important goal this year will be to Hamula (secretary and events coordinator) implement the Distinguished Teaching Award on the conference program for AEJMC’s 100th that was developed last year under Bobbikay’s Anniversary in Chicago (Aug. 9-12, 2012). leadership. A big shout-out to Peggy Kreshel, Heidi Hennink-Kaminski, Keith Quesenberry, and Hal Vincent for developing the criteria, policies, and procedures of the award. We recently appointed the first teaching award committee that will oversee the competition and determine our first award winner. Thank you to Joel Geske (chair), George Anghelcev, Alice Kendrick, Peggy Kreshel, and Carson Wagner. It has been a pleasure working with the outgoing executive committee without whom the conference program would not have come together. First of all, Bobbikay Lewis, our outgoing head, who has accomplished so many goals for the advertising division, especially the creation of our very own distinguished teaching award and a revision of the bylaws. It was a blast working with you and developing the conference program. And I will never forget the virtual passing of the “AdvilGavel” at the members’ meeting.

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Fall 2011

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JOURNAL OF ADVERTISING EDUCATION Subscription Drive Kicks Off By Jami Fullerton Research & commentary on

instruction, curriculum & leadership Alice and I enjoyed seeing many It is only $65 per year (that is SUPER in advertising education of you in St. Louis and updating cheap as journal subscriptions go) you on the latest news about JAE Plus if they subscribe before the end Journal of – including that the journal will be of the year, we’ll send them three indexed on EBSCO by the end of Advertising Education recent back issues absolutely FREE! the year! You may get a personal copy of JAE For those of you who missed twice each year – but your library EDITORS Jami Fullerton, PhD AEJMC this year or were there, but doesn’t! So your students and other Oklahoma State University and not at the members’ meeting, you faculty are missing out. Plus being Alice Kendrick, PhD Southern Methodist University also missed Alice’s great pep talk in libraries makes our journal more to kick off the JAE Subscription prestigious and more widely accesDrive. And you missed hearing sible.  These are all good reasons to about how she intends to personencourage your librarian to subscribe ally recognize each and every Ad to JAE now. Ordering JAE couldn’t be Division member who convinces easier – just go to our Web site: www. A publication of the Advertising Division | AEJMC their librarian to subscribe to the journalofadvertisingeducation.org journal this year. Or if your librarian would rather Special Rates Available US Individual ...........................$25 per year The goal is to be in 150 librarnot order directly, tell them to check US Institution ..........................$65 per year ies by the end of this academic with their usual journal subscription year – so if your library doesn’t service. subscribe (and believe me they don’t – we only When your school’s subscription comes in – we’ll have four library subscriptions currently), then celebrate you on this listserv!  You don’t want to be march over there RIGHT NOW and tell them that left out....Happy selling! you want to see JAE in the library! cover-poster.indd 1

5/19/2011 2:25:16 PM

JAE Best Article Award

Journal of Advertising Education Advertising professor and long-time supporter of the Journal of Advertising Education, Brett Robbs, has gifted a $1,000 prize to the Journal of Advertising Education for the Best Article of 2011-2012 (Vol. 15, No. 2 and Vol. 16, No. 1). To be considered for the award, your article must be published in the Fall 2011 or Spring 2012 issue of JAE. AEJMC Advertising Division members will be invited to consider all published papers at the end of the academic year and vote for the best one based on content, clarity, and contribution to the field. The winning paper will be announced at the Ad Division members’ meeting at the AEJMC conference in August 2012 in Chicago.

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By Jami Fullerton

The Journal of Advertising Education is a peer-reviewed academic journal dedicated to research and commentary on instruction, curriculum and leadership in advertising education. In addition to traditional research, the journal publishes articles and opinion pieces, teaching tips, reports and books/software reviews; all are eligible for the Award. To be eligible for the $1,000 prize, the paper must first be published in JAE. To be considered for publication, email submissions to: Editor Jami Fullerton at jami.fullerton@okstate.edu before July 1, 2011 for the Fall issue and before January 1, 2012 for the Spring issue. To learn more about the journal and submission requirements visit journalofadvertisingeducation.org http://www.facebook.com/addivision


Call for Paper s

S e c on d A n n u a l Refereed Pedagogy Poster Session for Advertising Education Practice & Research

National Conference June 2-5, 2012 • Austin, Texas

First Round: Submission Deadline for Extended Abstracts Only: Midnight Saturday December 17, 2011

Share your successful teaching innovations and pedagogy research with advertising educators, professionals, and students at the American Advertising Federation National Conference. The AAF National Academic Committee is sponsoring the second annual competition to encourage advertising educators to participate in the AAF National Conference and to facilitate the dissemination of innovative and effective teaching techniques in advertising. All submissions will be double blindreviewed and authors will receive decisions no later than February 29, 2012.

Second Round:

Accepted authors must submit completed papers to the competition organizer no later than May 5, 2012. Accepted completed entries will automatically be reviewed for publication in the Journal of Advertising Education following the conference. Please consult JAE contributor information for paper style and page length guidelines http://journalofadvertisingeducation.org Accepted presenters will host their display during a poster session at the national conference in Austin, Texas. Easels and tables will be provided on which to display your poster. Accepted presenters must register for the conference upon presentation acceptance. Special registration rates will be available to academics and posted to the AAF Web site for conference registration details (www.aaf.org).

To be considered, please submit two separate

PDF files.

First File: Cover Page includes (1) Name of Presenter (2) Affiliation (3) Contact Information (4) Title Second File: Extended Abstract includes (1) Title (2) A 100-word abstract describing the research or innovation to be presented (3) Explanation of your study or application including objectives and outcomes (1200-word maximum) (4) DO NOT include author name(s) on the abstract

Email submissions to: Ludmilla Wells at LWELLS@FGCU.EDU Deadline: Midnight Saturday December 17, 2011 http://addivision.wordpress.com

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Top left: AdDivision Outgoing Executive Committee back row, left to right: Jay Newell, Troy Elias, Craig Davis, Courtney Bosworth, Scott Hamula; front row, left to right: Frauke Hachtmann, Bobbikay Lewis; Top right: Craig Davis introducing the “Account Management” panelists; Middle: left to right: Bruce Bendinger, Bobbikay Lewis, Craig Davis, Frauke Hachtmann, Scott Hamula; Bottom left: Amy Faulkner is the fiercest bowler of the ad division; Bottom: On the rooftop at Rodgers Townsend

No Turkeys, Just Happy Ad Division Members at Flamingo Bowl By Scott Hamula

On Thursday evening of the big week in St. Louis, we walked down Washington Street to mix it up at our division social at Flamingo Bowl. One group broke off for a bit to test their skills on the lanes (who got more strikes, Amy or Teri?). For the rest of us, some beer, cocktails, and good conversation was a winning combination (and, thanks, Bruce, for those delicious pizzas!). Check out the “wall photos” album on our Ad Division (AEJMC) facebook page for great photos from our evening. Thinking ahead, with our triumphant return to Chicago next year, and, depending on the hotel, we may consider going back to the Billy Goat for our social, but only if Bruce promises to again bring his electronic piano and serenade us with his mellifluous voice and bluesy jazz keys.

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AdNews Fall 2011  

The first issue of the 2011-2012 Ad Division newsletter

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