Friday September 30, Temerlin Advertising Institute hosted a lecture by Visiting Scholar Dr. Jooyoung Kim, an associate advertising professor at University of Georgia. Dr. Kim discussed his research, “Advertising Engagement: Conceptualization and Measurement,” with many SMU students and faculty attending the event. Through his research study, Dr. Kim developed an advertising engagement concept and measurement scale that offers other researchers a ground for further study of engagement. It also provides a useful tool in assessing effectiveness of video advertisements.
“[It was a] fascinating presentation by a visiting scholar covering what advertising engagement really means and how it can be measured,” Program Specialist for SMU CAPE Lea Worth said. “[It was] interesting to see what kind of research is being conducted by other schools and how they approach their research. I look forward to hopefully seeing this method of measuring engagement being adopted by the broader ad industry in the future”
At the University of Georgia, Dr. Kim teaches advertising management, advertising campaigns, advertising research, global advertising, and quantitative research methods for both undergraduate and graduate students. He has been published in various academic journals, including Journal of Advertising, Psychology & Marketing, and Journalism & Mass Communication Quarterly.
In addition, he has been invited to share his research with several global companies in South Korea such as LG, Hyundai Motor Company, and KT. Recently during summer 2016, he was a visiting professor at Saatchi & Saatchi in New York City through Advertising Educational Foundation (AEF). Dr. Kim is an active member of American Academy of Advertising and serves on the Editorial Review Board of Journal of Advertising, International Journal of Advertising, and Journal of Interactive Advertising.
Temerlin Advertising Institute was honored to host Dr. Kim for a lecture on his research. TAI is passionate about staying informed on all current topics in the advertising industry, hosting guest speakers periodically throughout the year.