Thursday April 13, Temerlin Advertising Institute hosted a lecture by Visiting Scholar Dr. Grace Ahn, assistant professor at University of Georgia. Dr. Ahn discussed her research, “Virtual Interactions that Impact Physical Behaviors: Applications in Consumer Psychology and Health Contexts,” with many SMU students and faculty attending the event.
“I was very intrigued by Dr. Ahn’s research on virtual environments and how the interaction between virtual and actual reality can provide benefits to one’s personal health, education, and the natural environment,” TAI Professor Sidharth Muralidharan said. “We were fortunate to have Dr. Ahn make the trip to Dallas and discuss her cutting-edge research. ”
Through her research study, Dr. Ahn assesses how interactive digital media transform traditional rules of communication and social interactions, looking at how virtual experiences shape the way people think, feel, and behave in the physical world.
“Dr. Grace Ahn’s cutting-edge research is of major importance to a wide variety of fields,” TAI Professor Peter Noble said. “Her ability to convey the essence of her research into virtual reality and its application to the real world made it both accessible and understandable.”
Her ongoing work includes a NSF funded project exploring the application of virtual agents to promote STEM learning for children in informal learning environments, such as children’s museums. Her work has been published in a number of flagship outlets, including Journal of Advertising, Journal of Computer-Mediated Communication, Communication Research, Journal of Health Communication, Human-Computer Interaction, and Media Psychology.
Temerlin Advertising Institute was honored to host Dr. Ahn for a lecture on her research. TAI is passionate about staying informed on all current topics in the advertising industry, hosting guest speakers periodically throughout the year.
Monday March 20, the Temerlin Advertising Institute hosted a lecture by Visiting Scholar Dr. C. W Park, marketing professor at University of Southern California. Dr. Park discussed his research, “Brand Attachment: Theory and Practice,” with many SMU students and faculty attending the event. Through his research, Dr. Park assesses levels of brand attachment and how brands can attempt to achieve a strong consumer relationship.
“We all know that consumers trust and love products that meet their needs and provide a pleasing experience,” SMU MBA Candidate Kenneth Ryan said. “But Dr. Park helped complete the picture by elaborating on the growing importance of developing brand identities whose values match the consumers’ values. His chat at SMU gave students and faculty a glimpse into this growing field of marketing research.”
In his lecture, Dr. Park discusses the “3 E’s,” which are different types of benefits a brand can provide to consumers to develop trust, love, and respect for the brand. The “3 E’s” include enabling benefits, enticing benefits, and enriching benefits.
“I really liked Dr. Park’s presentation when he talked about the 3 E’s regarding brand attachment, especially Enriching benefits for customers,” TAI graduate student Phuong Nguyen said. “It’s hard enough to reach out to people these days and sell your products, and it’s even harder to provide them with inspiration and create a long-lasting relationship. I’m sure Dr. Park’s research paper will tell more about how brand attachment has a strong impact on the survival of the brand. These are very interesting and compelling ideas for brands that want to enter a new market.”
Dr. Park has published numerous articles in Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. He has also co-authored several books on marketing and brand management. Dr. Park was Editor of Journal of Consumer Psychology (2008-2012) and is currently the Director of the Global Branding Center at the Marshall School of Business, University of Southern California (2008-present).
In addition, he was an advisor for Samsung from 1989 to 1998 and also served as a member of the Board of Directors for Samsung Corporation from 2001 to 2010. In addition, he has been serving as advisor for Pulmuone Corporation since 1993. He has been running and teaching a number of marketing executive programs at Marshall since 1998.
Temerlin Advertising Institute was honored to host Dr. Park 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.
In the past month, TAI Professor Eunjin (Anna) Kim hosted several guest speakers in her Digital Media Strategy 1 course. The speakers included: James Moore, Chief Revenue Officer at Simpli.fi; Paul Buckley, President of D Custom; Mike Wylie, Managing Director Dallas at Wpromote; and Brad B. McCormick, Chief Digital Officer at Moroch. Respectively, the speakers lectured about Programmatic Advertising, Content Marketing, Paid Search & SEO, and Social and Mobile Media Marketing.
TAI Digital Media student Alex Gurasich was very interested by Moore’s lecture on Programmatic Advertising. As a topic discussed often in Digital Media classes, students enjoy seeing the everyday applications.
“Programmatic advertising is the process of automatically buying ad space in real time to best suit the consumer,” Gurasich said. “Moore discussed in detail the process of programmatic buying and how the Internet has evolved since its conception. Moore was very energetic and passionate in his teaching, and made the hour-long lecture seem short with the amount of information he managed to talk about. While many of the topics he touched on had been discussed in past classes, he did an excellent job at conveying the sheer vastness of the web, what it can do, and where it is possibly headed. James Moore was a very passionate and intelligent guest lecturer, and it was a great pleasure to get to talk with him.”
When Mike Wylie came to lecture from Wpromote, he also brought along a recent SMU graduate, Jordan Pierson, who works with him. Pierson graduated from Cox School of Business with a BBA in Marketing in 2014. Having an SMU alum come back to speak to current students provides a unique perspective, as students can easily relate to them.
“Being able to hear two employees from Wpromote talk about their work in digital marketing was a unique learning experience for our class,” TAI Digital Media student Shelby Pointer said, “teaching us about real-world applications of what we’ve been learning in our advertising classes all semester. It was especially helpful having a recent SMU graduate as one of the speakers, as he was able to answer our questions about finding internships and tell us what kind experience is the most valuable after graduation. It was also very enlightening when Mike explained the more complicated procedures of SEO and Programmatic advertising and how they can be used to create the most effective advertising campaigns possible. We’ve been talking about these methods of digital advertising in our classes and I found it interesting to see them in use in real ad campaigns.”
Professor Kim’s students found McCormick’s lecture on Social and Mobile Media especially thought-provoking, as he explained to the students how difficult it can be to accurately track success in digital advertising.
“McCormick presented relevant and interesting information on digital advertising and how the real world works,” TAI Digital Media student Becca Romero said. “McCormick quoted John Wanamaker [saying], ‘half the money I spend on advertising is wasted; the trouble is I don’t know which half.’ He explained that even with all the digital data we have it is impossible to know exactly who to advertise to; however, advertisers can get very close. His main point was that advertising is not only a creative field it is a scientific field as well. McCormick was lively and maintained the classes’ attention throughout the presentation. Altogether McCormick was informational on social media, responsive design and paid, owned and earned digital media.”
TAI Professors from each advertising track, Creative, Digital Media, and Strategic Brand Management, host guest speakers and lecturers in their courses throughout the semester. This provides a different way for students to engage with the material and see the “real-world applications” of what they are learning in the classroom.
Thursday, November 3, TAI Creative Advertising and Graphic Design Professor Cheryl Mendenhall had a guest speaker lecture in her Typography course. The speaker was TAI Alum Sarah Erickson (’15), who is a designer for Doodle Dog Creative and owner of and designer for Sarah Ann Design. Erickson specializes in Calligraphy and lectured the students about the ins and outs of Calligraphy in regards to Typography.
Professor Mendenhall’s students were fascinated by Erickson’s lecture, and it is always exciting for professors to have former students come back, especially to lecture on their career and area of expertise.
“Sarah has amazing lettering skills!” Professor Mendenhall said. “It was great to have her back on campus and show us how she’s using these skills in her work and to teach us a few lettering techniques.”
TAI professors love to have guest speakers lecture in their classes to provide students with a different perspective from someone currently in the industry.