Category: News

Categories
Adjunct Edition Better Advertising. Better World. Faculty Faculty Feature News TAI Alumni TAI Classes

Introducing TAI’s New Adjunct Lecturer: Noble Farr

The Temerlin Advertising Institute is thrilled to welcome back one of its own, Noble Farr, a graduate of SMU’s TAI program and now the newest addition to our adjunct faculty. With a keen eye for understanding why people think and act the way they do, Noble brings a genuine passion for consumer behavior into the classroom.

When asked how he stays curious in a world of rapidly changing consumer behavior and media landscapes, Noble explains that curiosity comes naturally when your field is all around you.

“The great thing about studying consumer behavior is that it’s always around you. We (consumers) are constantly, well, behaving, and noticing the trends, quirks, or seemingly out-of-place moments is what makes life as a ‘consumer behavioralist’ equally exciting and exhausting.”

He admits that the constant observing can be both a strength and a curse.

“You become insufferable to watch college football because you’re focus-grouping the commercials instead of talking about the plays; your sacred scrolling time quickly turns into saving Instagram reels in a folder titled ‘Work Inspo’; and at some point your photo album – also titled ‘Work Inspo,’ filled with reasonless photos and screenshots – grows larger than the one titled ‘Wedding.’”

For Noble, the draw to consumer behavior is simple:

“Trying to wrap your brain around why people do what they do is a wonderful addiction. Being curious is the easy part (we’re all inherently nosy); making sense of it all is the skill I’m most excited to simultaneously teach and hone this semester.”

When it comes to what he hopes students will take away from his classes, Noble emphasizes both introspection and empathy.

“I hope they become more active participants in tracking their own behavior as much as they do the ‘consumers’ we’ll be studying.”

He wants theories—from persuasion to learning and memory to The Self—to feel relevant and useful.

“I hope [these chapters] find wonderfully practical application in their own lives, making us smarter, less passive consumers.”

He also encourages students to see “the consumer” as a real person, not an abstract concept.

“It’s easy to compartmentalize the ‘other’ when we give them a label, and too often we think of consumers more as data points than people. My goal is to encourage an equal parts empathetic and evidence-based approach to studying consumer behavior.”

As a former TAI graduate returning to the program as a professor, Noble brings both familiarity and fresh perspective. We’re excited for the insight, humor, and curiosity he’ll bring to our students next semester.

Welcome back to TAI, Noble. We are thrilled to have you join us!

Categories
Better Advertising. Better World. Faculty Faculty Feature Faculty Research News Professional Development Research

How Professor Quan Xie Helps Scholars Promote Their Work’s Societal Impact

Important academic discoveries often go unseen by the people who could benefit from them most. Studies show that business leaders and policymakers engage with fewer than 15% of published research, leaving valuable insights underused.

To help close this gap, Professor Quan Xie partnered with an international research team to develop new digital marketing–driven strategies that help scholars share their work more effectively beyond academic circles.

“Academia has long struggled to communicate research outside its own walls,” Dr. Xie said. “Digital technology now gives scholars powerful tools to increase visibility and maximize the impact of their findings – especially in a time of widespread misinformation.”

Published in the Journal of Global Marketing, the team’s two studies introduce:

  • A Dual-Path Digital Dissemination Framework that helps scholars build a strong personal brand and strategically share research across platforms such as LinkedIn, YouTube, podcasts, and ResearchGate.
  • The DESTINY Strategy –  Digital, Engagement, Storytelling, Time, Innovation, Network and Yield: a structured approach that makes research both rigorous and accessible. Its “Yield” component encourages measuring success not just through citations, but through real-world influence on policy, business practices, and public understanding.

The frameworks also offer platform recommendations for each research stage, from early peer feedback to public-facing social content, giving scholars a roadmap to maximize reach and relevance.

Co-authors include Weng Marc Lim (Sunway University), Sakshi Kathuria (Fortune Institute of International Business), Kimmy Chan (Hong Kong Baptist University), Dana-Nicoleta Lascu (University of Richmond), and Ajay K. Manrai (University of Delaware).

TAI celebrates Dr. Xie’s leadership in advancing how meaningful research is communicated and how it can drive real societal impact.

Categories
Better Advertising. Better World. Guest Lecturers News Professional Development TAI Alumni TAI Classes TAI Students

Guest Speaker Spotlight: Kayla Griffis on Turning Insights Into Strategy

This week in SBM-1, students had the opportunity to learn from Kayla Griffis, an alumnus from both our Digital Media Strategy undergraduate track and our M.A. in Advertising program. Kayla now serves as a Sr. Experience Strategist at RAPP, where she translates cultural understanding and consumer insight into impactful brand strategies.

Kayla broke down how strong insights go beyond surface-level observations – they reveal motivations, tensions, and cultural shifts that can guide smarter, long-term strategic decisions. To demonstrate this, she walked students through powerful examples from Nike, Old Spice, Arm & Hammer, and Subaru, highlighting how each brand used insight-driven thinking to reshape perception and behavior.

Students also got a behind-the-scenes look at a strategic brief Kayla developed for “Beyond Meat”, showing how insights evolve from research findings into clear, inspiring strategic direction for creative teams.

Before closing, Kayla emphasized the importance of continually strengthening cultural awareness as a future advertiser, it is important to stay curious, observant, and engaged with the world around you.

Want to sharpen your cultural radar as a future advertiser?
Kayla Griffis’ newsletter Culturally Curious delivers quick, insightful takes on the trends shaping consumer behavior and how brands can authentically connect with them.

Why check it out?

  • Spot emerging cultural shifts before and after they hit mainstream.
  • Learn how brands can translate culture into campaigns.
  • Gain an edge in class projects, internships, and beyond.

Subscribe here: https://culturallycurious.substack.com/

 

Categories
Adjunct Edition Better Advertising. Better World. Faculty Faculty Feature Faculty Interviews News TAI Classes

Adjunct Edition Spotlight: Art Garcia

We’re excited to introduce a new feature celebrating our talented adjunct faculty shaping the creative minds of SMU, beginning with sculptor, designer, educator, and community mentor Art Garcia. Art teaches ADV 4368: Graphic Design for Digital Media, where his practice and belief in visual storytelling guide students in exploring design through research, experimentation, and cultural context.

For more than 30 years, Art has built a career rooted deeply in Texas. From early days designing environmental graphics for public spaces, to sculptural installations shown in parks and galleries across the nation, his work is a testament to storytelling through form, material, and place.

Texas isn’t just home for Art, it’s a wellspring of influence. “Our social discourse is prevalent in our society, and it seems more so today than any other time,” he reflects. His creative practice draws on environment, culture, and personal history to create pieces that speak visually where words fall short.

Art founded his studio, Graphic Content, in 1998 with a vision of crafting meaningful communication arts. Economic shifts during the 2010s led the work to evolve into a sculpture-focused practice, an evolution that expanded rather than narrowed his voice. Today, his work lives across sculpture parks, galleries, and civic spaces, always committed to “fostering a visual dialogue transcending the spoken word.”

Beyond his studio, Art’s legacy extends into mentorship and youth development. As founder of the Oak Cliff Wrestling Club, he empowered athletes by encouraging them to develop resilience, discipline, pride, and the possibility of something different.

Art approaches teaching the way he approaches art: with rigor, curiosity, and humanity.

His mantra for students is simple:
“Research, practice, experiment, fail. Repeat. The byproduct of this process is success.”

Color, material, and context are core to his practice, and he challenges students to think conceptually and visually – “Speak with iconography and use words only when you have to.”

In the classroom Art bridges life, technology, and culture. He sees AI not as a threat, but as the next frontier – just as early computers once stirred uncertainty in the art world. “We’ve adapted before,” he says. “How cool will it be to acclimate with this new technology?”

Asked what inspires him most, Art refuses to choose: “Everything art, my contemporaries, my grandchildren, nature, beings large and small… Everything must be included to establish your journey, otherwise voids will occur.”

His advice to emerging artists?
“Become relentless in studying your craft. Make, make, make and understand failure is only a stepping stone to succeed.”

From whimsical palettes to metal, wood, fibers, and found objects, Art follows curiosity over convention. He’s currently creating a public art piece informed by Eadweard Muybridge and along with Jay Sullivan, Professor Emeritus of Art, Meadow School of the Arts, he is producing a fine-art catalogue exploring typography, image and print; two very different pursuits, united by material and concept.

And in true Art fashion even his high school wrestling story reads like sculpture – shaped by grit, humor, and resilience.

With works recently acquired by the City of Sheridan, Wyoming, a new outdoor exhibit, “The Finley Park Cultural Stroll” in Columbia, South Carolina and in January an upcoming exhibition called “Sculpture on the Lawn” in Orlando, Florida. Art continues to build, inspire, and imagine what’s possible for the next generation of artists and thinkers.

Welcome to our first Adjunct Edition spotlight. And Art, thank you for sharing your creative world with ours.

Categories
AAF AAF Houston Awards and Projects Better Advertising. Better World. Faculty News Professional Organizations

Dr. Alice Kendrick Honoured with AAF Dallas Luminary Award

We are thrilled to celebrate Dr. Alice Kendrick for receiving the Luminary Award from the American Advertising Federation (AAF) Dallas! This prestigious recognition highlights her remarkable contributions to the advertising industry and over 40 years of inspiring, mentoring, and educating future leaders.

The ceremony was especially meaningful, as several of the other honourees were once her students which was truly a full-circle moment that reflects the lasting impact of her guidance and leadership.

Dr. Kendrick has long been a respected figure in advertising, known not only for her professional accomplishments but also for her unwavering dedication to nurturing the next generation of industry talent. Her influence extends far beyond the classroom, leaving a lasting mark on both her students and the broader advertising community.

We are proud to see Dr. Kendrick recognized in such a meaningful way. Congratulations Dr. Kendrick!

Categories
Better Advertising. Better World. News Professional Development TAI Alumni

Alumni Spotlight: Behind the “Master It” Campaign for Master Lock

Four Temerlin Advertising Institute Alumni Help Reimagine the Master Lock Brand

Master Lock, founded in 1921, built its legacy on toughness and reliability, most famously demonstrated in its 1970 “Tough Under Fire” campaign, which showed one of its padlocks withstanding bullets from a rifle. For decades, the brand focused its messaging on security and durability. But today, Master Lock is opening a new chapter.

With the help of four alumni from SMU’s Temerlin Advertising Institute, the brand has launched a bold rebranding effort: the “Master It” campaign. This campaign shows everyday people mastering meaningful goals, encouraging audiences to “Master” what matters most in their lives.

Four TAI graduates played key roles in bringing this vision to life through the Chicago-based agency Laughlin Constable, where Pat Laughlin (’02) serves as Chief Creative Officer. He was joined by Randall Kenworthy (’10) as Copywriter/Creative Director, Kalena Dorgan (’22) on strategy, and Laura Leatherberry (’08) in a freelance account management role.

While the brand remains rooted in safety and security, the campaign reframes “Master” as an action word. It invites audiences to think more deeply about the role Master Lock can play in helping them protect what matters.

We had the opportunity to connect with the four Temerlin Advertising Institute alumni behind the “Master It” campaign to hear their reflections on both the creative process and their time at Temerlin. Each shared unique insights into the challenges and breakthroughs that helped shape the campaign.

To kick things off, we asked Pat Laughlin (’02), Chief Creative Officer at Laughlin Constable:
What was the biggest creative or strategic challenge during this campaign, and how did you overcome it?

“One of the biggest challenges in creating a new campaign for a known brand is that people know it. So how do you evolve their perception while remaining true to what the brand is about? Creatively we had to make sure that whatever we did felt like Master Lock. It had to be something a discount brand like Amazon couldn’t say. Our strategy team uncovered a powerful insight about the user and responsibility. Our strategic north star (what we base all creative off of) was ‘for moments of uncompromising responsibility.’ To get to the idea of ‘Master It,’ we explored a variety of campaign angles. I think we presented 5 different territories to the client. But the moment that things seemed to click was thinking about what balancing responsibility between work life and home life looked like. It took the shape of a dad locking up a job site matched up to him unlocking a lock box at a baseball field to coach his kid’s team. The idea of moving from one job to the next and how throughout our life we’re trying to be our best, we’re trying to master these moments. And then it was like, ‘ohhhhhhhhh, that’s something.’ And then Randall (Alum 10′) just cranked out banger headline after banger headline.” — Pat Laughlin, CCO (Alum ’02)

Next, we spoke with Laura Leatherberry (’08), Group Account Director (Freelance):
For a brand as iconic and established as Master Lock, how do you find the balance between honoring its history and pushing it in a new direction?

“It was essential we not lose the brand’s heart and soul. We simply found a more current and culturally relevant way to share their story. What I love most about the campaign idea is how big it feels. You can bring this campaign to life in so many ways and tell so many cool stories. I’m definitely excited to see what’s next for the campaign.” — Laura Leatherberry, Group Account Director (Freelance) (Alum ‘08)

We caught up with Randall Kenworthy (’10), Creative Director, who shared how TAI shaped his creative approach:
How did your SMU/Temerlin experience help prepare you for working on a brand refresh of this scale? 

“When I think back, I’m grateful that my time at SMU gave me the tools to feel immediately prepared upon entering the real world of advertising. Mostly because my coursework in the Temerlin creative track was more challenging and came with higher expectations than my first role as a junior copywriter. But feeling ahead of the curve gave me the confidence to my best work, and that set my career in the right direction. And when it comes to momentum, it’s much easier to maintain it from the start than it is to create it later on. ” — Randall Kenworthy, Creative Director (Alum ‘10)

Kalena Dorgan (’22), strategist, shared how TAI prepared her for this moment:
Looking back, are there any professors, classes, or projects from SMU that especially shaped the way you think about your work today?

“Working on the Master Lock campaign, I frequently think about Gordon Law’s Master Lock case study (the one featuring the 1974 commercial!). I believe this case study was primarily for a SBM class, but he touched on it during a DMS class, as well! I find it funny how I learned about Master Lock’s iconic advertising history in an SMU class and then end up working on the brand and helping rebrand them for first time in years! Full-circle moment, for sure!” — Kalena Dorgan, Strategist (Alum ‘22)

We then asked the group…
What advice would you give to SMU students dreaming of working on big brand campaigns?

Pat Laughlin (’02)

“First step is to become an expert on what is considered great advertising. Look into the One Show, Communications Arts, Cannes, become a student of ads. Figure out what makes them great. Why do they move you? And then look at who did them. Look at those agencies and start to uncover how they approach campaigns. The other thing is to be a student of culture. Listen to a bunch of music. Challenge your perceptions. Follow artists and not just influencers. The other really important thing to keep in mind, something that I wish I knew back when I was a student, cherish every relationship you make. Build connections with your classmates. Keep in touch. Be kind (!!!!!! It’s important!). Simply having the SMU connection is a great way to open doors with people from other years at the school. Kalena is a perfect example of that. She reached out to me out of the blue as an SMU student wanting to talk advertising. That’s all it took to get the first conversation. Value all the relationships you’re making now, you never know when you’ll run into each other again. “

Laura Leatherberry (’08)

“Anything is possible. I went straight to NYC to work in advertising without knowing anyone there. I wanted to work at some of the biggest and best agencies in the world and on some of the biggest and best brands in the world. And I did. But after a while, I shifted my goals. Now, I care more about creating work that matters and working with agencies and brands who are making a meaningful difference in the world. I also enjoy creating my own schedule, working across roles, and building my own legacy. Part of me wishes I figured that out sooner. So, my advice is don’t chase fame in advertising. Do what makes you happy. Make work that matters. Use your power for good, and the accolades will follow.”

Alum Laura Leatherberry in 2007 (second from left) celebrating with classmates in Fort Worth after presenting their NSAC competition campaign for client Coca-Cola.

Randall Kenworthy (’10) 

“My advice to current Temerlin students is to work your tail off. Because it will pay off. Many people want to be creative for a living. What you do at SMU is your proof that you should be one of them. So when Mark tells you to write 100 headlines, don’t phone it in on the last 10. Give your all to all 100.”

Alum Randall Kenworthy in 2008 (upper left in the white hat) in the creative studio during the final days before portfolio critique. After an all-nighter, copywriting student Ben Turk dozed off—only to be wrapped in tape and newspaper by his classmates. The sign reads, “Don’t sleep at the lab!”

Kalena Dorgan (’22)

“The most fulfilling experience at TAI that helped me understand working at an agency and on a campaign of this scale was NSAC. The fast-paced nature and working with a variety of disciplines with NSAC was such a valuable experience that translated nicely into my first agency job and first “big” campaign. It gives you first-hand experience of working in an agency-like, fast-paced setting. Highly recommend!!”

Alum Kalena Dorgan (bottom right) with her NSAC competition team in Houston after presenting their campaign for client Meta Quest 2.

We’re proud to call these four hardworking and talented individuals alumni of the Temerlin Advertising Institute. Their work on the “Master It” campaign reflects the kind of bold, thoughtful storytelling and strategic thinking that define our motto: Better Advertising. Better World.

For more information and to watch the campaign, click here.

Categories
Awards and Projects Better Advertising. Better World. Faculty Research International Advertising News Research

Dr. Joe Phua Publishes New Research on the Power of Emotional Messaging in Vaccine Communications

By Bella Cox and Liby Navarro

Dr. Joe Phua is a Professor and the Endowed Distinguished Chair at the Temerlin Advertising Institute at Southern Methodist University.  In 2011, he earned his Ph.D. from the Annenberg School for Communication at the University of Southern California. Throughout his career, Dr. Phua has worked with over $4.5 million in external research funded by distinguished organizations.  His research has explored new communication technologies, their impact on advertising and branding, and their application in sports marketing and health communications and have been featured in significant media outlets such as ABC News and National Public Radio (NPR).

Through his published work in some of the utmost journals, including the Journal of Advertising and Journal of Consumer Behavior, Dr. Phua has won awards from the International Communication Association (ICA), American Academy of Academy (AAA), and the International Communication Association (ICA), among many others.   

His most recent research titled, “Encouraging Positive Dialog Toward COVID-19 Vaccines on Social Media Using Hope Appeals, Celebrity Types, and Emoticons” was published in the journal,  Mass Communication & Society, and was conducted in conjunction with an international team of colleagues from Washington State University, National Yang Ming Chiao Tung University, and the University of Melbourne. This study evaluates how utilizing hope appeals, celebrity endorsements, and value emoticons shaped attitudes about COVID-19 vaccinations.  In addition, it discusses ongoing research to refine messaging strategies and improve the effectiveness of public health campaigns.  

For this research, Dr. Phua and his colleagues were interested in examining how social media posts by celebrity endorsers can influence their followers’ attitudes towards the COVID vaccine. Two experiments were conducted in the study:

In experiment one, they tested three celebrity endorser types (politician, scientist, athlete) and two message types (high and low relevance hope appeal). This experiment revealed that politicians posting low relevance hope appeal messages had the strongest effect on changing attitudes towards the COVID vaccine.

In experiment two, three emoticon types (positive, neutral, negative) and the same two message types (high and low relevance hope appeal) were used. It was concluded that neutral emoticons (wow, haha), rather than positive (like, love, hug) or negative (sad, angry) emoticons, had the strongest effect on changing attitudes towards the COVID vaccine.

For both experiments, it was concluded that the more someone strongly identified with the celebrity endorser posting the message, the more strongly their attitudes towards the COVID vaccine were changed.

Dr. Phua emphasized that “through examining COVID vaccine messages, this study was helpful to healthcare organizations who can be better prepared to use the most effective social media-based message strategies to combat and mitigate any major health pandemics that may arise in the future in the wake of the COVID-19 global pandemic.”

In addition, Dr. Phua recently visited Nanyang Technological University in Singapore to initiate research and teaching collaborations. 

Categories
Awards and Projects Faculty News Professional Development Scholarship SMU Creative Student Perspectives TAI Students

Willie Baronet Wins HOPE Professor of the Year Award

The Honoring Our Professors’ Excellence (HOPE) Banquet, organized by Southern Methodist University’s Residence Life and Student Housing (RLSH), serves as a symbol of appreciation for faculty excellence. It’s an annual event where students and educators come together to highlight the extraordinary efforts of professors who have gone above and beyond in enriching the educational journey of their students. This year, the spotlight was on Professor Willie Baronet, the Stan Richards Professor in Creative Advertising at SMU, who was honored with the prestigious HOPE Professor of the Year Award for his commitment to his students and his innovative teaching methods. This award aims to recognize his lasting impact at the Temerlin Advertising Institute and SMU community as a whole.

Creative student Roshan Gupta, a senior studying under Baronet, had the honor of delivering the speech that announced his professor as the HOPE Professor of the Year. Gupta’s words further emphasized Baronet’s influence on his students, saying,

“Willie has been by my side my entire college career…I can confidently say that Willie has had a tremendous impact on who I am today.”

Baronet’s approach to teaching is anything but conventional. His classes are a journey into the depths of creativity and self-exploration, pushing students to unveil parts of themselves and their imaginations they never knew existed. Gupta eloquently shared his transformative experience, stating,

“His classes are not for the faint of heart, and you are pushed to explore vulnerable parts of yourself and your imagination to create work that is fulfilling, meaningful, and intelligent.”

What sets Baronet apart is not just his ability to teach but to inspire. His dedication to cultivating an environment of diverse perspectives allows students to gain a deeper understanding of concepts and themselves.

“Willie transcends traditional teaching methods and implores us to dig as deep as we can into ourselves to find what drives us and gives us purpose.”  – Roshan Gupta

Beyond the classroom, Baronet’s commitment to his students is unparalleled. Whether it is driving to a photo shoot in the middle of the day, hopping on a Zoom call in the midst of his busy schedule, or spending hours just talking, his devotion knows no bounds. As Gupta aptly put it, “I don’t know a single other professor who devotes the same level of care and attention to detail that Willie does for his students inside and outside of the classroom.”

Before joining the academic world, Baronet was the creative director for GroupBaronet (now known as MasonBaronet). His work has also been featured in prestigious publications such as Communication Arts, Graphis, and AIGA Graphic Design Annual, among others. Baronet’s creativity has been recognized with numerous awards from respected organizations, including the Dallas Advertising League and the Dallas Society of Visual Communications, and he has shared his insights on creativity, leadership, and social responsibility with audiences nationwide, including TEDx, Creative Mornings, and more.

Beyond his professional achievements, Willie Baronet has engaged in impactful artistic endeavors, notably his long-term project titled “WE ARE ALL HOMELESS.” Since 1993, Baronet has been collecting signs from homeless individuals, transforming these artifacts into powerful narratives that challenge perceptions and foster empathy. This project has not only been featured across various media platforms but has also been showcased in exhibitions both in the U.S. and the UK.

Willie Baronet’s recognition of the 2024 HOPE Undergrad Professor of the Year Award is a testament to his exceptional role not only as an educator but as a mentor, guide, and inspiration to his students. His innovative teaching methods, coupled with his unwavering dedication, exemplify the best of academic leadership and the impact a passionate professor can have on the lives of their students.

Congratulations, Professor Baronet, on this well-deserved honor. The HOPE Professor of the Year Award is a fitting recognition of your tireless devotion to your students.

Categories
Faculty Research News Research Technology

New Research Published: Dr. Quan Xie and Team Unveil the Psychology Behind Branded NFTs

 

In the ever-evolving landscape of marketing and digital innovation, non-fungible tokens (NFTs) have taken center stage. Dr. Quan Xie, a professor at the Temerlin Advertising Institute, has been at the forefront of NFT research, collaborating with fellow TAI professors Dr. Sid Muralidharan, Dr. Steve Edwards, and Dr. Carrie La Ferle in various capacities across three published articles. Together, they have unveiled the relationships between consumer behavior and branded NFTs, shedding light on the dynamics of this emerging trend. Their research delves into the intriguing world of non-fungible tokens (NFTs) and their increasing influence on marketing strategies.

The allure of branded NFTs has captured the imagination of marketers and consumers alike. As innovative companies experiment with these digital assets as part of their marketing strategies, understanding the psychological responses of consumers, particularly the younger generation, has become paramount. This is where the pioneering research conducted by Dr. Quan Xie and her team at the Temerlin Advertising Institute comes into play.

Dr. Quan Xie’s first article, published in July of 2023 in the Journal of Research in Interactive Marketing was titled, “It’s a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing.” This work was done alongside Dr. Sid Muralidharan. This in-depth research has a high impact factor and answers some of the most pressing questions surrounding what drives the buzz for non-fungible tokens (NFTs) and their growing role in marketing strategies. Dr. Xie and Dr. Muralidharan’s publication delves into the heart of the matter, and unpacks the fascinating relationship between consumer personality traits and their interaction with NFTs. Dr Xie notes that the forefront of her research is “the concept of Social Comparison Orientation (SCO) and how it shapes our perceptions of exclusivity, financial gains, and the overall NFT experience.”

Through rigorous experiments involving over 1,000 participants, Dr. Quan Xie uncovered the nuances of how NFT users make social comparisons. She often found that users gravitated towards branded NFTs that guaranteed both social prestige and economic benefits. The study notes that this subsequently impacted consumers’ experiential evaluations, willingness to purchase NFTs and brand loyalty.

“The allure of NFTs isn’t just in their uniqueness, but in the social and financial superiority they bestow.” This groundbreaking research, rooted in social comparison theory, offers brands a new lens to optimize their NFT marketing campaigns, driving both sales and loyalty.” – Dr. Quan Xie

Her next article was published in September in the International Journal of Advertising, a highly-ranked journal in the advertising discipline, and is titled, “Who will buy the idea of non-fungible token (NFT) marketing? Understanding consumers’ psychological tendencies and value perceptions of branded NFTs.” For this article, she once again worked alongside Dr. Sid Muralidharan but also garnered the help of Dr. Steve Edwards. Together they sought to better understand consumers’ psychological responses to branded NFTs, with a specific focus on Gen-Z and Millennials in the realm of blockchain technologies and the Metaverse.

This study was based on a robust U.S. sample of young participants and uncovered the core values driving these consumers towards acquiring and showcasing these digital assets.

“Our findings reveal the intricate web of information, unique, entertainment, and expressive values that stoke their desire for status consumption and inherent innovativeness, fueling positive word-of-mouth (WOM) for brands. Interestingly, for those financially constrained, the lure lies in the unique value that NFTs present, a crucial determinant for sparking positive WOM,” Dr. Xie noted.

Dr. Quan Xie’s work is not just about theory but also about practical implications. The research emphasizes how NFTs can be invaluable to both brands and consumers, bridging existing research gaps and offering real-world applications. This research can be applied in a variety of different ways and is relevant to marketers aiming to capture this vibrant demographic or even policymakers seeking insights. It offers a comprehensive understanding of the psychological play behind branded NFTs.

The most recent article was published on October 27th in the Journal of Interactive Advertising. Dr. Quan Xie, Dr. Sid Muralidharan, Dr. Steve Edwards, and Dr. Carrie La Ferle worked in collaboration to publish their research titled, “Unlocking the Power of Non-Fungible Token (NFT) Marketing: How NFT Perceptions Foster Brand Loyalty and Purchase Intention among Millennials and Gen-Z.”

Although this research focused on similar demographics, it explored the impact of the perceptions of branded NFTs on consumers attitudes and behaviors toward both the NFTs and the brand. The study used the technology acceptance model and the theory of reasoned action to explain how NFT perceptions influence evaluations, willingness to purchase, brand attitude, and ultimately brand loyalty and purchase intentions. This research represented one of the first empirical studies in this area.

Dr. Sid Muralidharan emphasizes the significance of their findings, saying,

“Dr. Quan’s timely research on NFTs provides insights on a burgeoning area of cryptocurrency. The resulting models stem from theory and highlight how NFTs can be invaluable to both brands and consumers. Not only do the studies address research gaps but offer real-world implications.”

The exploration of consumer perceptions regarding branded NFTs is a groundbreaking area of study. Dr. Quan Xie, along with her colleagues, has not only bridged research gaps but also offered a fresh perspective for marketers aiming to connect with the ever-evolving Gen-Z and Millennial audience. Their work highlights that branded NFTs are more than just digital collectibles; they hold the key to unlocking consumer engagement, brand loyalty, and a deeper understanding of the consumer mindset.

As the world of NFTs continues to expand, the research by the TAI team serves as a guide for businesses and policymakers. They have provided a comprehensive understanding of the factors that drive consumers towards branded NFTs, ultimately helping marketers tailor their strategies for better engagement. Their work highlighted the importance of NFTs in modern marketing and the evolving landscape of blockchain technology.

Categories
AAF Dallas Awards and Projects Competitions News TAI Students Undergraduate Students

TAI TAKES HOME 30 AWARDS AT THE DALLAS ADDYS

Written by: Stella Cofoid

“The weight and distinction of these awards are marked not only by the talents of the students, but also by the win over many large and world-renowned agencies that were also in direct competition” 

Amongst the extraordinary, with an extravaganza to match, the annual ADDY’s was held on February 26, 2022. An exuberant and staggering 30 of the 38 student awards were awarded to Temerlin Advertising Institutes undergraduates at the annual symposium. Students took home twelve bronze awards, twelve silver, five gold, and the “Best of Show” award. TAI’s students, amongst professionals and other institutes of higher enrollment, was the only undergraduate program to take home a gold award. The weight and distinction of these awards are marked not only by the talents of the students, but also by the win over many large and world-renowned agencies that were also in direct competition from the Dallas-Ft-Worth metroplex.

When asked about the distinction and rigor of this competition, undergraduate professor Dr. Mark Allen stated that he was “very proud of this group of students and my TAI colleagues who have helped nurture our small-but-mighty program.” Dr. Allen pays special tribute to Willie Baronet and Cheryl Mendenhall, as it is through their creative guidance that “Temerlin continues to punch in a much heavier weight class than our size would typically allow. What other universities attempt to do with hundreds of students and dozens of faculty, we’ve been able to accomplish with a highly-skilled “special ops” group,” Dr. Allen states.

The praise won’t stop here. The winners of these awards will move to the District Ten competition, of which include all finalists from Texas, Louisiana, Arkansas, and Oklahoma. From there, Nationals will follow suit showcasing the best talent from across the United States on both the undergraduate and professional level. 

Congratulations to the following Dallas ADDY Winners for 2022. You are a part of what gives Temerlin its astute distinction and credibility in such a subjective field. 

Bravo! 

 

DALLAS ADDY WINNERS 2022

BRONZE / Dallas Ballet Academy > Out-Of-Home Campaign

Ceci Luther and Thida Sok

 BRONZE / Hearing Loss Association of America > Integrated Campaign

Ethan Rios, Ra Kazadi, and Thida Sok

 BRONZE / Inkbox Temporary Tattoos > Magazine Advertising

Anika Crouser and Sophie Heidenreich

BRONZE / Temerlin Advertising Institute > Out-Of-Home Poster Campaign

Tessa Conti

 BRONZE / Lodge Cast-Iron Skillets > Integrated Campaign

Caroline Soja and Ceci Luther

 BRONZE / QuadPay: Indulge Yourself > Art Direction

Natalie Castillo

 BRONZE / Story Corps / NPR Podcast > Out-Of-Home

Brittany Cooksey and Grace Peek

 BRONZE / Temerlin Advertising Institute > Art Direction

Tessa Conti

 BRONZE / Divorced Beheaded Died Survived > Book Design

Sarah Scambray

 BRONZE / US Postal Service: Through it All > Magazine Advertising 

Ethan Rios and Palmer Beldy

 BRONZE / Ring Video Doorbell > Integrated Campaign

Ra Kazadi

 BRONZE / Sabrina Handal Business Card > Stationery 

Sabrina Handal

 SILVER / Trust & Will Online Estate Planning > Integrated Campaigns 

Elizabeth Skrmetta and Charlotte Jernigan

 SILVER / Apartments.com > Out-Of-Home

Maggie Daly and Wolffe Bonewell

 SILVER / Obsessed with the Beard Feature > Publication Design

Sarah Scambray

 SILVER / Protect Your Hearing PSA > Out-Of-Home

Ethan Rios, Ra Kazadi, and Thida Sok

 SILVER / Protect Your Hearing PSA  > Magazine Advertising

Ethan Rios, Ra Kazadi, and Thida Sok

 SILVER / Trust & Will Online Estate Planning > Copywriting 

Elizabeth Skrmetta and Charlotte Jernigan

 SILVER / Angi’s List > Magazine Advertising

Alexa May

 SILVER / Apartments.com > Copywriting

Maggie Daly and Wolffe Bonewell

 SILVER / Dad Grass: Low Dose Hemp Joints > Integrated Campaign

Sarah Scambray and Sam Zimmerman

 SILVER / Gabb Wireless Phones for Kids > Copywriting

Helen Cheever

 SILVER / Girl Scouts > Magazine Advertising 

Meriel Upton and Olivia Hernandez

 SILVER / Half Price Books > Integrated Campaign 

Sarah Scambray, Palmer Beldy and Sam Zimmerman

 GOLD / LEGO: When did you stop building? > Animation or Special Effects 

Elizabeth Skrmetta and Ethan Rios

 GOLD / LEGO: When did you stop building? > Television Advertising 

Elizabeth Skrmetta and Ethan Rios

 GOLD / LEGO: When did you stop building? > Art Direction

Elizabeth Skrmetta and Ethan Rios

 GOLD / The One Club: Pay Your Interns PSA > Integrated Campaigns

Grace Peek and Palmer Beldy

 GOLD / Waffle House: Your House Away From Home > Integrated Campaigns 

Megan Ferm and Brooke Betik

 BEST OF SHOW / LEGO: When did you stop building? 

Elizabeth Skrmetta and Ethan Rios

Best of Show winners Ethan Rios and Elizabeth Skrmetta with professors Willie Baronet and Mark Allen

 

 

 

 

 

 

 

 

Watch the ‘Best of Show’ ad here: https://vimeo.com/654037863