Category: Professional Development

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Graduate Students Professional Development SXSW Austin

SXSW Interactive 2018: Day 1 Surprises

Maloree Malone and Dalya Romaner were teamed up to describe the first day of SXSW Interactive.

I have been to South by Southwest before, but never with an Interactive badge and my first day was really fun and interesting!” said Maloree Malone, TAI Graduate Student.

I am very interested in fashion and the business side of it, but I was always disappointed, because I never seemed to find any fashion sessions. It was great seeing all the different topics this year. Yesterday, I went to 3 sessions, and I got something out of them all.

Dalya Romaner, TAI Accelerated MA program student expressed, “SXSW perfectly encapsulates a conference experience. I started the first day with a schedule for every session I would attend, plus a few social and networking events. Everything was laid out perfectly in the SXSW app and I was ready to go.”

However, that plan went out the window and instead we followed Sandi Edgar, TAI Marketing Coordinator, into a session about Techfugees, a company dedicated to changing the refugee narrative using technology. Bernie Sanders was the next speaker and we wanted to get good seats, but we were hooked by the end of the talk.

A Rotten Tomatoes Film Debate was a hilarious, totally silly show with film critics debating film fans. So over the course of one hour, I went from discussing DACA and political engagement to hearing things like, “La La Land was more basic than a Pumpkin Spice Latte.”

While I wish I had gone to some of my sessions like “Anatomy of a Trend” and “Sustaining Brands” for the future,” these sessions were both educational and offered a nice glimpse into how every brand works to keep themselves current and innovative to a broad audience.

The days are long at SXSW and more opportunities revealed themselves. Dayla found a a panel discussing the future of women in tech, went on part of a bar crawl, and had Shabbat dinner (traditional Jewish Sabbath dinner held every Friday night) with fellow Jews attending SXSW.

None of this was laid out in an original schedule. Dalya didn’t attend a single pre-planned session, yet it was an amazing day. Maloree agrees, “I had a few sessions planned and thought I would strictly follow it, but I’ve learned that you have to sometimes play it by ear, because I hadn’t planned on going to the Rotten Tomatoes  session, yet it was the most fun.” Dalya concurs, “That’s the beauty of SXSW – you can go with the flow and find yourself learning more and meeting cooler people than you ever would have if you had your head in your phone, walking along the set path all day.”

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Graduate Students Professional Development SXSW Austin

Silver Robots, Pink Gorillas, and German Engineering at SXSW Interactive

Nina Kesava and Gabriele Petrylaite

Courtesy of our fearless leader, Dr. Edwards, we started our day off at the historic Austin landmark, Jo’s coffee shop, home of the famous  “I love you so much” mural. Naturally,

Dr. Edwards was unaware that he took us to a social media hotspot, but no worries he still looked fantastic posing in-front of it (in Jess’ glasses).

Following this, we grabbed our orange interactive passes (no line, thank goodness) and headed straight downtown. We wandered the city unable to decipher what was a an official part of the SXSW and what was a part of the city. We navigated to streets attempting to reach a panel on “Data Driven Fan Engagement” at the JW Marriott dodging an army of individuals dressed in silver robot apparel screaming about technology. On our way to the second panel, we stumbled into a digital make-up haven, where we virtually applied various looks and hairstyles in real-time. While using the YouCamMakeup app, one of us learned that applying the top Maybelline look did in fact transform her into her mother (see evidence below).

 

 

 

 

 

 

 

While waiting for a panel on “Sustainability in Branding,” we took a quick Kendra Scott Coffee Break and Picture Frame photoshoot. After the panel exemplifying how sustainable business is smart business, we headed to the Mercedes feature at Palm Park and met a pink gorilla getting handcuffed. The gorilla gave us some some koozies and a free lift ride, so we guess that makes it okay.

 

 

 

 

 

 

 

As we entered Palm Park, we were engulfed into a german, futuristic world, featuring a cutting-edge Mercedes at every corner. We don’t know where this new SXSW world may take us, you’ll just have to see for yourself.

 

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Better Advertising. Better World. Engaged Learning Internships Internships Professional Development TAI Students Uncategorized Undergraduate Students

TAI Creative Student Jennifer Nelson Shares Copywriting Experience with Award-Winning Ad Agency: McGarryBowen

Last summer, TAI creative advertising student Jennifer Nelson worked as a Copywriting Intern at McGarryBowen’s headquarters in New York City, NY. Internship experiences can give you a greater understanding of how a large agency functions according to Nelson.

Jennifer Nelson at McGarryBowen’s office

“I was hired as a Copywriting Intern so I was responsible for writing headlines/taglines/commercial scripts, concepting ideas, assisting my Art Director partner, and working on the summer-long intern project,” Nelson said. “I was put on the Chevron and Brand USA accounts, but I ended up working on mainly Chevron as well as a bit of United Airlines. There is a commercial that will air for the Sochi Olympics this winter and I helped write the script!”

Nelson learned many important skills from this internship, but she claims that by far the most important skill she learned was working with others. She partnered with a talented Art Director intern and worked on every project almost entirely through collaboration. “If I needed help with a headline, I would ask for her opinion. If she was stuck on some art, I would give her ideas,” Nelson said. Through this method, Nelson was always prepared for client meetings.

Every day was different depending on Nelson’s schedule, but she typically got to work at 9 A.M. and headed home at 6 P.M. Once she got to the agency, she made herself oatmeal and coffee, checked her e-mail for any meetings she could have, and talked with her intern partners about their plan for the day. In the mornings, she and her Art Director partner gave each other feedback on their concepts and worked on them until lunch. Sometimes the interns had informational meetings that allowed them to learn about the different departments and roles within the office. For lunch, she typically ate outside with the interns and then headed to a client meeting.

One of her favorite memories from her internship experience was working with other interns to present an Intern Project to the agency. “It was basically a campaign pitch for Champion. The interns were split up into three teams so it got pretty competitive,” Nelson said. “To set my group apart, I wrote a rap for us to perform at the beginning our presentation. We received a huge round of applause as well a couple chuckles. A few of the executives even praised my rap writing skills when we finished.” This experience allowed Nelson to sharpen her presentational skills.

Nelson has learned how to be a good team player from her advertising classes, and this helped her be the best partner she could in the internship.

During her internship, Nelson primarily worked with the Chevron creatives who became like a family for her. Nelson and her Art Director partner developed concepts for Snapchat games, videos, gifs, and more. Nelson also worked on a Chevron STEM (Science, Technology, Engineering, Mathematics) event for women in Washington D.C. “That was super cool because I learned so much about the rich history of women in STEM,” Nelson said. “My partner and I ended up having the most accepted concepts for both Fresno and STEM on the team!”

On the creative floor

This internship gave Nelson amazing opportunities to create work, and was therefore allowed to experience the duties of a copywriter. In the future, she sees herself working for an advertising agency in a big city as a copywriter.

Advertising students are strongly encouraged to complete an internship prior to graduation. The hands-on experience allows students to learn about the advertising industry outside the classroom. Nelson highly recommends TAI students to apply for McGarryBowen’s summer internship!

Check the TAI Weekly Update for current internship opportunities.

 

 

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Awards and Projects Better Advertising. Better World. Community Outreach Faculty Professional Development Professional Organizations Social Responsibility

TAI Professor Mark Allen Judges BBB Video Contest

TAI Professor Mark Allen

TAI Professor Mark Allen was one of six local advertising professionals to act as a judge for the BBB Serving North Central Texas’s video contest. Students from seven local high schools created 1-minute PSAs about BBB’s services to illustrate the contest theme, “Be Smart. Be Informed,” to North Texas consumers.

Students from local high schools Berkner High School, Booker T. Washington High School, Lagrone Advanced Technology Complex, Lincoln High School, New Tech High School @Coppell, Richardson High School, and Rockwall High School were selected to participate in the competition because of their strong film, journalism, and audio video production programs.

“I was totally blown away by the talent of the students and the advanced capabilities of the winning high school programs—in fact, I had a hard time believing that these were just high school students,” Professor Allen said. “I was equally impressed with the teachers I met from Richardson High School, Berkner High School and New Tech High School in Coppell. I have been talking with all three since the competition and we are making plans to have their students visit SMU to discuss opportunities for collaboration between our students in the future. I’m hoping some of these students might consider applying to TAI’s creative track in the future—we’d sure love to have them.”

The videos were judged on production quality, creativity, the teams’ ability to market them, and effectiveness at representing BBB. The first phase of the contest took place online. The 17 videos submitted racked up an impressive 320,259 likes on this site. The second phase of the contest took place on one of BBB|NCTX’s Facebook pages, where students were encouraged to promote the videos among their friends on Facebook.

TAI Professor Peter Noble speaking at the BBB Video Contest Awards

The winning team was from New Tech High School in Coppell for their video titled, “Don’t be scammed by this guy.” Berkner High School and LaGrone Advanced Technology Complex placed in the top three. The schools of the winning teams will collectively receive $4,000 in donations to their Audio Visual programs. The students of the winning team will each receive a GoPro digital video camera and cash prizes. The winning video will be used in BBB|NCTX marketing efforts for 2018.

TAI also had an information booth at the BBB Student Video Contest Prize Ceremony on December 7.

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Better Advertising. Better World. Faculty Faculty Interviews Personal Branding Professional Development

Meet TAI Adjunct Professor Tom Edwards

Professor Tom Edwards is teaching capstone course ADV 4399 Advertising Campaigns for the Temerlin Advertising Institute this semester. Professor Edwards is the chief digital officer at Agency, Epsilon, where he oversees brand planning, research, data design, digital strategy, digital experience, social/CRM/email, innovation and media. He regularly publishes content and speaks on the future of marketing.

Professor Edwards was an adjunct faculty member of the virtual campus for Wayland Baptist University from 2003-2015. He also instructed Principles of Marketing, Advertising & Promotion, Global Marketing and Consumer Behavior. He has also guest lectured at University of Texas at Arlington, and prior to joining the TAI team he was a member of the SMU Digital Accelerator certification program faculty.

What made you want to become a professor?

I have spent the past 17 years in the marketing technology space. The rate of change associated with technology, its impact on consumer behavior and ultimately how we connect with consumers continues to outpace traditional academia’s ability to keep pace. I wanted to contribute and give back to the next generation of advertising professionals by bridging the gap theory and the practical application.

What is your background in the subject you teach?

I currently instruct the Advertising Campaigns course. Over my professional career I have worked on campaigns for hundreds of fortune 1000 brands (Citi, Starbucks, AT&T, GameStop, Activision, Hasbro, Frito-Lay to name a few) both domestic and international. My expertise is rooted in a deep understanding of technology, consumer behavior, data and intelligent systems such as artificial intelligence and the application of machine learning.

What has been your favorite memory from teaching for TAI so far?

The passion and creativity exhibited by the students and the staff and their willingness to roll up their sleeves and get to work, even when it’s in areas they may not be in their core area of focus.

What is your favorite part about being a professor?

I have instructed thousands of students over the past 15 years across a few universities and my favorite part is the open dialogue with the students. Getting to hear their perspectives and thoughts and to see their work evolve over the course of the semester are incredibly gratifying.

What made you want to go into advertising? How did you get where you are in your career?

I started my advertising career during the dot com days of the late 90’s. I had a passion for technology and all things digital. As graphical user interfaces and connectivity began to spread, so did the need to create engaging digital experiences.

The alignment of marketing and technology have been a key foundation for the advancement of my career. I have worked in interactive agencies, start-ups, enterprise software companies and large agency holding companies. Having the ability to decipher complex problems into simple solutions has been a key to career advancement. The other critical component to career growth has been my blog. 10 years and over 400 posts later, having a visible point of view and a repository for thought, industry commentary and speaking has been a valuable asset in my career development.

How have you seen the advertising industry change since you started?

 The biggest change over my career is the shift towards the empowered consumer. Prior to 2007 advertising had remained somewhat stable with broadcast at the center of the experience. In 2007 we saw that begin to shift with the introduction of the first iPhone. This sparked the shift towards mobility in advertising that is still prevalent.

Then we saw how technology enhances consumer empowerment through the creation of user created content, accessibility and amplification via social channels, the personification of brands and celebrity being redefined from Hollywood to influencers.

Moving forward we are now seeing the shift from content marketing to contextual and the rise of multimodal interfaces with the focus shifting from mobile and desktop to voice, vision and touch.

Moving forward, we will see the shift from consumer centric advertising to system based marketing as algorithms and virtual assistants will take on more responsibility for consumers and ultimately our definition of reality will evolve when we see the convergence of location data, computer vision, augmented reality and artificial intelligence where any space, physical or digital becomes a new canvas to connect with consumers.

What advice do you have for students who want to have a career in advertising?

I have 3 tips for students just starting their career:

1) Network – Begin building a professional network before you start your professional career. Attend industry events and network in-person, focus on your LinkedIn profile and engaging with content. Your professional network is one of your most valuable resources. It should require more nurturing and attention than personal social channels.

2) Sponsor & Mentor – It is key to seek a mentor, someone who works in the industry you are about to enter to help navigate key pitfalls and to “learn the ropes” from a seasoned individual. It is incredibly important to be open to feedback. It is also important to identify a sponsor within your organization. Someone who is either directly or indirectly in your chain of command. Someone who can provide positive internal earned media and groom you for advancement. You cannot always depend on an immediate supervisor to serve this role. Seek out highly respected and influential individuals within the organization, you will know who they are.

3) Original Thought – I cannot reiterate how important publishing content can be for a new grad. Having thoughts on industry commentary or showcasing your ability to connect trends that may not seem to link on the surface is an art that can lead to you being selected over someone else.

How do you incorporate aspects from your work into your teaching?

 I look to bring best in class examples and techniques, be it research, the latest on aligning psychographics and affinity to personas or the role of conversational experiences into digital strategies. The key is aligning experience and tools with the core areas of focus of the lesson or assignment.

What is one interesting fact about you?

 I was named by Ad Age as a 2017 Marketing Technology Trailblazer.

Follow Professor Edwards on Twitter @BlackFin360 to stay up to date on the latest areas of study.

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Better Advertising. Better World. Faculty Faculty Research Professional Development Research

TAI Professor Dr. Hye Jin Yoon Publishes on Corporate Responsibility Campaigns on Social Networking Sites in the Journal of Business Research

TAI’s Associate Professor Dr. Hye Jin Yoon has a paper forthcoming in the Journal of Business Research, which has an impact factor of 3.354. With Dr. Yoon-Joo Lee and Nicole H. O’Donnel of Washington State University, she explored how number of followers and valence of comments could affect the perceived legitimacy of corporate social responsibility campaigns on social networking sites such as Twitter and Facebook.

Title: The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites

Abstract: Social networking sites (SNSs) are increasingly used to promote corporate social responsibility (CSR) initiatives. Consumers can like, retweet, or comment on CSR messages on SNS pages, signaling public approval or disapproval and affecting perceived legitimacy of the organization. Especially for controversial companies, such as alcohol brands, both perceived legitimacy of a cause and consumer purchase intention (PI) might be enhanced by expressions of public support on SNS pages. However, few studies have explored this relationship. The findings from Experiment 1 suggest that the number of followers (low vs. high) affected perceived legitimacy and PI. Experiment 2 revealed that the effects of comment valence on attitudinal and behavioral intention interacted with the number of followers. These findings advance our current knowledge of factors associated with perceived legitimacy of companies that promote CSR campaigns on SNS pages. Implications for advertising research and practice are discussed.

You can access the article free before December 17th, 2017.

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Better Advertising. Better World. Faculty Faculty Interviews Personal Branding Professional Development

Meet TAI Adjunct Professor Allison Dupuis

Professor Allison Dupuis is teaching ADV 4333 Topics in Digital Media Marketing for the Temerlin Advertising Institute. Professor Dupuis spent several years as a Career Counselor in the Hegi Career Center at SMU. She then transitioned to digital marketing and has built a successful career as a digital content manager at BuzzShift.

What made you want to become a professor?

I actually never thought I would be a professor. My dad has been a professor of Pharmacy at UNC-Chapel Hill for the past 30+ years, so I’ve been exposed to college life and higher education since birth. I love learning, working my interns at work, discussing new avenues of digital advertising, and exploring new sides of digital media, psychology, and technology. Considering the majority of expertise in my field is so new, I didn’t think that my career would take a traditional path towards teaching.

When the opportunity arose to teach digital content marketing at TAI last year, I jumped on it immediately. My sister is also a college professor, so it was nice to have two family members that could advise me on planning a curriculum, creating a grading system, and staying energized all semester long while balancing a full-time job, teaching, and life outside of work. Being a professor was never my plan, but I guess I may just be genetically predisposed to becoming “Professor Dupuis”.

What is your background in the subject you teach?

My background is a combination of traditional studies in sociology, psychology, strategic research and planning, and education plus self-taught experience in social media, graphic design, drawing, and photography.

My current work is all of those fields wrapped into one job as the Director of Content & Creative at BuzzShift. I focus in digital content strategy and help our clients at BuzzShift grow their businesses through online tactics and campaigns. My work analyzes target audience needs and wants to position a product or service as the optimal solution. I work with an amazing team to distribute creative and engaging content through social media channels, websites, emails, and other digital platforms.

A simple example of this work would be helping a company launch a workout app and running Facebook and Instagram ads to increase downloads to tech savvy individuals with a propensity for working out and brand affinities and online behavior connected to brands like LuLuLemon, SoulCycle, Nike, etc.

What has been your favorite memory from teaching for TAI so far?

There was one class where the room temperature was so uncomfortably hot. That day we were focusing on creative brainstorming and leveraging channels features to inspire great content. I decided it was the perfect opportunity to go outside and have a brainstorm in the fresh air. We had a lot of fun that day, explored various prompts and tactics, and my class came up with some amazing ideas on (1) how to celebrate Avocados on Instagram to increase awareness and then (2) creating a campaign that infuses the Starbucks into the wedding planning process to drive email acquisition.

What is your favorite part about being a professor, and what do you hope to get out of being a professor?

I just love learning about my students, getting them out of their comfort zone, and offering them help in whatever they need. We always start class with a fun personal question, have breakout projects, and I make sure we are actively reflecting and questioning everything. I want them to be honest with themselves, each other, and with me, so I do everything I can to get them comfortable with expressing their opinions every time we meet. We learned about new digital channels, brands, methods, and explored the best and worst of advertising together. I hope to always learn from others and have a great time discovering new ideas; and that was definitely the case with my class this fall.

What made you want to go into advertising? How did you get where you are in your career?

I always enjoyed learning about people and art & design. Honestly, I never planned to go into advertising. But looking back, I’ve realized that if you don’t understand human behavior and the art of persuasion, you’re going to have a really difficult time succeeding in business or relationships. And then in advertising and digital marketing, this is when you get to put a twist on that knowledge with art and design.

I was drawn to social media and technology because of the empowering and interesting effects it had on people. Before switching to an agency, I learned everything I know about design and technology from experts and explorers on the internet. Now I learn from my coworkers, industry, and the internet. I believe the most successful people in digital advertising and the people who push boundaries, hack the system, and always fight to individualize their brand messages for niche populations. After they figure out the right messages, they fight to ensure their ads include stand-out motion graphics and design. Why? Because we need them to stop scrolling and swiping and pay attention and fall in love with your brand.

I got where I am today because I said yes to learning, yes to new relationships and projects, yes to failing, and saying no to toxic environments and people.

How did you originally get to working at SMU? Why did you make the switch from working in the Career Center to becoming a professor?

I graduated with a masters degree in strategic planning & higher education from the University of Pittsburgh in 2011. I wanted to help students find great jobs, and leave college understanding who they are and who they want to be. Prior to my graduate program, I didn’t have a great job. It was 2008, and the economy wasn’t in great shape. I literally couldn’t even get a job at Forever 21. But luckily I was able to become a temp at Carnegie Mellon University and met so many awesome educators and administrators. Because my job would switch every few months, I was able to learn and develop my strengths and avoid roles that exacerbated my weaknesses. I knew if I could do this for myself, I could help other college students do the same before they graduated.

After a few years in higher education, counseling students and leading personal branding workshops on interviewing and LinkedIn, I made the jump to social media marketing for brands and businesses.

Last fall, more than 3 years after leaving SMU, I sat on a nonprofit social media panel for Social Media Dallas. Peter Noble from TAI just happened to be in the audience. I’m candid, a little fiery, and always trying to make a joke and I guess that stood out during the session. Peter approached me and recommended that I send him my resume for a potential teaching opportunity at SMU. I said yes, followed up (just like a typical career counselor would recommend you to do), and then said yes again to the job.

A lot of people might see the career jump as weird or unconventional (and it might be), but it always seemed like the planned happenstance theory in action. Build your skills and strengths and then just say yes.

How have you seen the advertising industry change since you started?

I’ve seen Amazon start to takeover the world and turn into an advertising platform following Facebook. Companies who still spend millions on TV commercials and billboards that have minimal tracking capabilities, yet distrust and fear digital ads (even though it has the proper targeting features, saving them money, and the human connection to our fans that we’ve wanted forever). I’ve witnessed 3rd party delivery systems turn the QSR industry on its head, and the life and death of Vine. It’s been an interesting road, and I can’t wait to see what I get to experiment with at work next.

How do you incorporate aspects from your work into your teaching?

Every class is a different perspective on traditional content marketing and advertising that I deal with at work. I break some classes down by topic (social media, influencers, email drip campaigns, paid media, etc.) or modern day advertising challenges and trends (6 sec ads that still need storytelling, brands & their trolls, or what we can learn about branding from online dating apps and transfer that to advertising).

At my job, we work hard, but we also get to know each other well and are very collaborative. I infuse those values into my class with breakout assignments and projects. Decks and presentations are also crucial to synthesizing complex digital methods and persuading those who control the purse string, so we actively discuss different philosophies on persuasion and positioning in business.

What is one interesting fact about you?

I’ll give you two. (1) I can jumprope on my butt and (2) I’m a quarter Korean with blonde hair and blue eyes.

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Better Advertising. Better World. Faculty Faculty Interviews Professional Development Undergraduate Students

Meet TAI Adjunct Professor & SMU Alumna Elena Andro

Professor Elena Andro is an SMU alumna who is now teaching ADV 2342 Strategic Brand Management 1 for the Temerlin Advertising Institue. Professor Andro has been Manager of Communications for Dallas Area Rapid Transit (DART) for nine years and has experience on both the agency and client side.

What made you want to become a professor?

First, I love SMU and my craft. Being able to return to campus was amazing and to impact tomorrow’s advertising professionals was a perfect way to give back to the university that gave me my start in advertising and marketing. Second, my mother was a university professor in Mexico so I was familiar with what it took to teach from watching her prepare and run her courses. Third, I’d guest lectured for SMU’s MBA program about the importance of public relations in marketing campaigns. This allowed me to “test the water” and I found that I really enjoyed teaching. Lastly, I’ve been a mentor many times at various organizations, and was often involved in the Dallas Advertising League’s Student Tour program. Also, advising people on their career path is something that comes naturally to me. My view is you spend so much time at work, you should really enjoy what you do.

What is your background in the subject you teach?

My career has always had branding as its cornerstone. I began my career in an ad agency my senior year. Professor Chip Besio brought me into his agency to assist with some clients and I loved being in the middle of exciting projects. I then interned at the McKone & Company agency three days a week my last semester, and then went to work for them my first three years out of college. I then worked client side for many years. Then I had my own agency for six years where I had the pleasure of working with Quaker State, Nissan, Sprint and Capital One. For five years I was a bank marketing executive for both Capital One and Wachovia. Then I joined Dallas Area Rapid Transit.

What has been your favorite memory teaching for TAI so far?

Since most students take notes on their laptops, it is easy to wonder if they are engaged in the lecture. My favorite memories are when students would raise their hand to add something that they’d spontaneously researched on their laptop about the topic being discussed. Now that is engagement! It’s very exciting to see that happening.

What is your favorite part about being a professor?

I love the creative brainstorming and ideation that happens organically in class when you are talking about real, to-the-moment branding situations – such as all the brands impacted by the shooting in Vegas. It is also very valuable for me to have the time with the students that represent a very attractive customer segment for the brands I work with.

What made you want to go into advertising? How did you get where you are in your career?

Advertising seems to have been in my blood. My siblings and I started businesses when we were in elementary school and developing the “pitch” and “product” were fun for me. What really helped my career was interning at agencies my junior and senior year. I cannot stress how important it is for students to get real, hands-on experience as it makes your school work better and you stand out from other graduates once you have your diploma.

My career also benefitted from the fact that I was game to do advertising for product categories that other students did not find interesting. For example, my first ad agency specialized in building products – paint, faucets, laminates, etc. It may sound a bit drab, but we were working with magazines such as Interiors, Architectural Record and Remodeling. It was a lot like fashion, with awesome photo shoots, rock star architects, trips to New York and such.

Another strong recommendation I have for TAI students is to get involved in the American Advertising Federation’s Ad2 club. To this day I still treasure and benefit from the connections I made when I was a student and on the Board of this organization. I later became the president of the Dallas Ad League (now AAF Dallas) which again proved invaluable in my career.

How have you seen the advertising industry change since you started?

Media is so hyper fragmented now! You used to be able to do great campaigns that targeted large segments with a relatively small number of creative executions. Now you cannot. And budgets have not kept up with the exponential number of executions needed to reach similarly-sized audience groups.

How do you incorporate aspects from your work into your teaching?

Students don’t often think about government agencies doing branding. So, it is eye opening for them to consider how DART must compete with the private vehicle and now Uber/Lyft for their share of “transportation occasions.” And because I’ve worked in a variety of industries (at ad agencies) and corporations (as a marketing executive), I’ve got many case studies from my own experience from which to draw from. It is also helpful that my career has been almost solely in Dallas as I’ve got contacts to draw from to bring in guest lecturers who can provide another “voice” from our advertising industry.

What is one interesting fact about you?

I have a Bearded Dragon lizard that likes to ride around in an RC truck, insists on organic grape tomatoes, loves to swim and sleep on top of my cats. I also married my SMU beau five year ago after reconnecting via social media.

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Better Advertising. Better World. Community Outreach Conference Faculty Faculty Presentations Faculty Research Personal Branding Professional Development Professional Organizations Social Responsibility

TAI’s Dr. Anna Kim Visits San Diego for Association for Consumer Research (ACR) Conference

This October, TAI Assistant Professor Dr. Eunjin (Anna) Kim traveled to San Diego to attend the 2017 Association for Consumer Research (ACR) Conference, a premier marketing conference. She presented a paper titled, “Narrative Advertising Effectiveness: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness.”

“This project departed from a basic premise, such that it is highly unlikely that all narrative ads produce equal amount of effectiveness (e.g., positive affective responses and positive cognitive responses),” Dr. Kim said. “Nowadays, advertising plays in a very competitive attention economy where consumers’ attention span is very short like that of gold fish. Storytelling has emerged as a new currency for capturing customer hearts. Marketers and researchers have been trying to understand the power of the storytelling in order to move their customers through their branding/sales objectives. I believe my research makes a significant contribution to the topic of narrative advertising effectiveness.”

Dr. Kim has two co-authors on this project, Dr. Sidharth Muralidharan, TAI Assistant Professor, and Dr. Eunseon Kwon, Assistant Professor of Strategic Communication at Texas Christian University. A paper based on this project is currently under review at Journal of Business Research, a premier academic journal.

“I really liked this conference because it offered me an excellent opportunity to showcase my research and to meet other seasoned scholars in my research area,” Dr. Kim said. “This conference has recently started to publish the Journal of the Association for Consumer Research (JACR) exploring consumer behavior topics with a thematic approach. I got some cute gifts from the journal at the conference. At the end of the conference, we visited San Diego Air & Space Museum.”

Dr. Kim has published her research in the Journal of Advertising, Marketing Letters, Psychology and Marketing, International Journal of Advertising, Cyberpsychology, Behavior, and Social Networking, Mobile Media & Communication and others. She teaches Digital Media Strategy 1, Consumer Insight and Persuasion, Strategic Brand Management 2, and Media Measurements and Metrics.

TAI Faculty are among the most productive advertising scholars worldwide. Their research interests span current industry topics of interest, including narrative advertising effectiveness, humor advertising, socially responsible advertising, and virtual product experiences, to name a few.

Below are pictures from Dr. Kim’s time in San Diego.

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Better Advertising. Better World. Internships Internships Professional Development TAI Students Undergraduate Students

TAI Student Jolie Guz Interning with Read Between the Lines

TAI’s advertising students are encouraged to take advantage of as many internship opportunities as possible. Creative track student Jolie Guz has followed that advice, which has allowed her to gain valuable experience in different industries as well as help shape her career goals for the future.

Photo by: Jennings Ross

This semester, Guz is a copywriting intern for stationery company Read Between The Lines®.

“As a copywriting intern, I help write copy of all kinds!” Guz said. “From email newsletters to blog posts to Instagram captions, I help carry the voice of the Read Between The Lines® brand. Primarily, I focus on Instagram captions for our daily posts which are viewed by over sixteen thousand followers as well as product descriptions for the online portion of our business – we add new products from our favorite makers each week!”

Guz has been fascinated with Read Between The Lines® for a while. She actually won one of their Instagram giveaways when she was in high school. Since starting her internship she has learned even more about the brand.

“I have learned an incredible amount about SEO and how to write copy in our brand voice while still being able to add my own style,” Guz said. “I have also learned the value of gift giving! Each person that comes into the shop has a different story or experience that drives the way they make a purchase. I love hearing customers make comments on certain cards or phrases they find relatable.”

Her priority is writing Instagram captions for daily posts. She also works with the graphic design intern and creative manager to create newsletter emails for the week. Outside of her regular responsibilities she also gets to work with new makers and products and attend maker events.

“When we add new makers and products to the shop, I get to help write the descriptive copy that introduces our customers to the new maker!” Guz said. “I was [also] able to travel to Silo-Bration, which is a huge independent maker shopping event at the Silos in Waco, TX. It was awesome to be able to interact with people who are so passionate about the products we create and to meet all of our Instagram followers in real life!”

Many of her creative courses and professors helped prepare her for a copywriting position, as she’s been able to get lots of practice and feedback.

Jolie Guz with Jennings Ross, and Melinda Jones.
Photo by: Emily Jarvis

“The copywriting practice I gained in [Professor Allen] and [Professor Baronet] Portfolio classes has been insanely helpful when it comes to writing captions and newsletters,” Guz said. “The guidance I’ve received from [Professor] Jason Shipp in his classes has also been influential in the process of writing and re-writing copy of all kinds.”

Prior to this semester, Guz has had several other internship and freelancing positions where she gained experience in several different industries.

“[As a] Branding Intern [for] Page Architecture, I was able to gain experience working within very strict branding guidelines and on architectural photoshoots,” Guz said. “Plus I learned a lot about great architecture! [As a] Design Intern [for] Texas Legends NBA Developmental League Team, I was able to work in the crazy world of sports. I was able to help create stadium signage, jersey designs and merchandise for the team. [As a] Graphic Designer [for] Spirit of America Productions, [a company that] takes high school dance teams to perform in the Macy’s Thanksgiving Day Parade each year, I design postcards and merchandise for the event as well as help walk in the parade in NYC each year!”

With preparation from her courses, previous internship opportunities, and now her position at Read Between The Lines®, Guz has a good idea of the culture she wants in future positions.

“I’ve absolutely loved my time in Temerlin and at SMU,” Guz said. “The people are absolutely priceless in this program, and I wouldn’t trade them for the world! I [also] absolutely love our Read Between The Lines® Team! I know that I want to be surrounded by creative gems of human beings just like them throughout my career.”