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Faculty Faculty Research International Advertising Professional Development Research

New Research on Virtual Influencers by Dr. Xie

 

Dr. Quan Xie has conducted new research on “Prosocial Campaigns With Virtual Influencers: Stories, Messages, and Beyond” alongside Eunjin Kim, Joo-Wha Hong, and Hye Min Kim.

How can virtual influencers be used to promote prosocial messages? In the digital age, virtual influencers (VIs) hold great potential to enhance prosocial campaigns. This research aims to identify effective strategies for using VIs to create a greater impact, build deeper connections with consumers, and drive meaningful social change. Specifically, it examines how VIs can promote socially responsible behaviors, such as raising awareness about cyberbullying. The study explores whether storytelling (narrative messaging) can make VIs more effective in delivering prosocial messages.

The study concentrates on the ways in which social media platforms have revolutionized the curation and diffusion of material. Influencers are leading the way in these changes, with Virtual Influencers (VIs) occupying a unique space in digital interaction. The use of virtual influencers (VIs) to encourage socially conscious behavior is examined in this research. By contrasting human-like (HVIs) and anime-like (AVIs) influencers, as well as narrative vs. non-narrative messaging approaches, it looks at how VIs can successfully transmit prosocial messages.

The research tested two types of VIs: one that looks human-like (human-like virtual influencers, HVIs) and another with an anime-style appearance (anime-like virtual influencers, AVIs), across two messaging styles—narrative (storytelling) and non-narrative (informational). Focusing on Gen Z and younger Millennials, the results showed that HVIs were more effective than AVIs in increasing support for the social cause and enhancing message credibility, especially when the message was non-narrative. However, when using a narrative style, this advantage of HVIs disappeared, with no significant difference in effectiveness between HVIs and AVIs in terms of message credibility and intent to support the cause. This study offers valuable insights for marketers and non- profit organizations on the effective use of VIs in disseminating prosocial messages.

In addition, the study highlights how look and narrative influence viewers understanding and reaction to prosocial messages from VIs, providing useful information for companies and marketers.

This research was presented in the annual 2024 Association for Education in Journalism and Mass Communication (AEJMC) in August.

Read the full research article here.

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Better Advertising. Better World. Community Outreach Exxon Mobil Lecture Series Professional Development Scholarship Social Responsibility TAI Alumni

2024 ExxonMobil Lecture Series: Celebrating the Decade of the Mexican Avocado featuring Avocados from Mexico CEO and President, Alvaro Luque 

On February 22, 2024, Temerlin Advertising Institute at SMU hosted their annual ExxonMobil Lecture Series on Sustainability at the Angelika Film Center in Dallas. This event offered an immersive experience, blending educational discourse with a vibrant networking atmosphere for over 200 students, professionals, and sustainability enthusiasts. All gathered to hear from the man responsible for revolutionizing the avocado market, Alvaro Luque, President and CEO of the non-profit marketing organization, Avocados from Mexico (AFM). The expanding popularity of avocados took center stage as the event seamlessly wove together the threads of sustainability, and marketing innovation. Luque’s insights provided a rich tapestry of his 30-year marketing journey, emphasizing the strategic vision that catapulted Avocados From Mexico to its status as a household name and a symbol of sustainability in the produce market. The night was a great success and we are already excited for next year!  

The evening began with a networking hour where guests could connect over drinks, avocado focused hors d’oeuvres and sweets, as well as AFM’s signature build your own guacamole cart. The cart allowed guests to pick and choose their favorite ingredients and experience AFM’s brand message of always good by showcasing how avocados can be delicious, healthy, and fun! 

When it came time for the lecture, Luque was an immediate crowd pleaser with his utilization of AFM’s  famous jingle to kick things off. His discussion centered on the remarkable journey of Mexican avocados in the U.S., where today, 8 in 10 avocados consumed are from Mexico, contributing over $11 billion in economic output. He went on to emphasize the importance of understanding their target audience and how being the first fresh produce brand to advertise in the Super Bowl played a large part in evening the playing field for them as a brand, increasing awareness in such a large market, and setting a precedent for industry innovation. 

 At the presentation’s conclusion, TAI’s Dr. Carrie La Ferle went on to engage in a lively Q&A with Luque. La Ferle shared how delighted she was by his genuine care about the next generation, engaging in every question presented, and further sharing words of wisdom with the students in the audience. Dr. La Ferle later stated how impressed she was “by Mr. Luque’s passion for strategy and his keen eye for how to, in the words of Luque, “Make AFM in the produce category, like Pepsi or Coke were to beverages.”

   

“If you ever doubted the ability to market produce like a CPK, developing a visible brand in a brandless category, doubt no more,” said Dr. Carrie La Ferle of the Temerlin Advertising Institute. 

Guests left the evening with more than valuable insights on developing visible brands in brandless categories. Each attendee received a goodie bag which included their very own Avocados From Mexico. 

The 2024 ExxonMobil Lecture Series: The Decade of the Mexican Avocado, highlighted the Temerlin Advertising Institute’s dedication to integrating sustainability with marketing excellence and moto of “Better Advertising. Better World.” 

Watch the full lecture here:

Previous ExxonMobil Lectures included brands like Publicis, Pepsi Co, Honest Company, Nike, Chick-fil-A, and Monster, features like Signs of Humanity and David Baldwin, and topics like Spirituality.

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Better Advertising. Better World. Faculty

FACULTY SPOTLIGHT: Dear Creative Santa

Temerlin faculty members were recently asked what they want from Creative Santa for the holidays. Their hilarious, distinctive, and thoughtful responses are below.

This year I would love a TAI faculty uniform so we all can present a united front to students and the community at large. Magnetic name tags aren’t getting it done! I was thinking about a nice SMU plaid with headgear in the form of a beanie. Please make mine with short sleeves so I can layer if necessary. Thank you!

Temerlin Love,
Dr. Alice Kendrick

 

 

Will you please get me this jacket to go with my cowboy shirts so Dr. Steve will quit telling me I’m not dressed up enough? Also, a pony.

Love,
Willie Baronet

 

 

 

On the high end I’d ask Creative Santa for an Apple iPad Pro – really no further explanation needed here. On the lower end, I’d love a copy of House Industries: The Process Is The Inspiration. I’m a big fan of House Industries, the creative process, and beautifully printed books so this is a perfect trifecta.

Sincerely,
Cheryl Mendenhall

 

 

I would like tickets to Cannes Lions WITH an invitation to the MediaLink party, CLX, AND a sit-down with Michael Kassan to discuss the future of the advertising industry.

Yours,
Dr. Steve Edwards

 

 

 

I would love to have a self-driving car. It frees my brain, eyes, and hands during my commute. It is also smart enough to be able to find its own parking spot on campus. I am happy just thinking about it. It is difficult to find the right Christmas stocking for it. But I am on it if you accept the challenge.

Best,
Dr. Yan Huang

 

 

As an eventful 2018 comes to an end and a new exciting year is about to begin, I would ask Santa to bring me a bottle of Simple Vodka. The adult beverage isn’t only for when I self-reflect as there is more to it than meets the eye. Why Simple Vodka? Well, there are two reasons. First, every bottle, Simple Vodka provides 20 meals to those in need in the US (e.g. 1 meal per drink). Since March 2017, the company has provided more than 400,000 meals through their local and national hunger relief beneficiaries and it hopes to eclipse 1 million meals by the end of 2018. Now, this is not an excuse to drink but to drink and usher in the new year responsibly. Wishing you all a Merry Christmas and a Happy New Year!

Love,
Dr. Sid Muralidharan

 

I would like to return to Kloster Wiblingen (1701) in Germany to conduct research on their collection of Renaissance Viennese pigments. This largely unknown collection of pigments, from the era of Michelangelo and da Vinci, would provide critical information to museum conservators when matching amalgamations to repair fine art and provide industry-based companies, like Pantone, with new formulations.

Sincerely,
Sandi Edgar

 

My mom doesn’t like buying me books for Christmas because she thinks it’s lame – but maybe Creative Santa feels differently? Regardless, I’m always on the lookout for new material for the graduate course I teach every Spring: Creativity, Art & Problem-Solving. For this reason, I would like Arthur C. Dante’s What Art IsThe cover of this title features the work of Andy Warhol who (in)famously blurred the lines between advertising and art.

Best,
Mark Allen

 

I would like a retreat to an island resort in Thailand with white sand, beaches, excellent service, activities, and food. At this location, I would focus my days on research and writing. Perhaps I would complete one of the many books I have wanted to write such as the impact of culture and how we see the world. I would also use the time and inspiring location to finish my online certificate related to ethics in advertising for industry professionals.

Sincerely,
Dr. Carrie La Ferle

Categories
Faculty TAI Classes TAI Students Technology Undergraduate Students

FACULTY SPOTLIGHT: Ethical Dimensions of Art and Design

By: TAI Professor Mark Allen

As someone who has studied both art and philosophy, people regularly ask me what, if anything, they have in common. While I think that there are many fascinating ways in which these two domains overlap, one similarity that I find particularly interesting is the intersection of ethics and aesthetics.

One way that ethics and aesthetics are similar is that they both deal with value. When we say that a painting or a deed is “good,” at least one of the things we mean is that the thing or action in question has value. When we say that a painting or a deed is “bad,” at least one of the things we mean is that it has little value, or even negative value insomuch that it diminishes our experience of life or the world around us. It’s why we use words like “beautiful” and “ugly” interchangeably to describe both artistic works and moral acts.

– That was a beautiful song. 

– That was a beautiful thing you did. 

– That sculpture is ugly. 

– That was a really ugly thing to say. 

In other words, murder is not merely wrong, there is something truly ugly about it. And when a painter puts the final brushstroke on the canvas, there is something distinctly right about it. So, there seems to be an aesthetic dimension to the moral life and an ethical dimension to the aesthetic.

Whether it be moral or artistic, things of value improve our lives in some way. But it is important to point out that many of the things we value most (like good art and good deeds) are worth pursuing for their own sake, regardless of any utilitarian benefit we get out of them. Sure, listening to certain types of music can lower blood pressure and reduce anxiety. Those who live a life of kindness and generosity often experience the rush of positive feelings and a general sense of well-being. Such benefits are real and welcome, but nonetheless secondary. Good music is valuable even if it doesn’t reduce our heart rate (sometimes it does just the opposite). Acts of kindness and generosity often go unnoticed and lead to self-sacrifice.

Another thing that the spheres of ethics and aesthetics share is the concept of wisdom. No one appreciates it when their difficult seasons or ethical dilemmas are met with oversimplified advice and platitudes from those who mean well, but lack the awareness and nuanced sensitivity that a situation calls for. so often life doesn’t seem to play by any rules, which is why—when things gets complicated—we seek out the counsel of the wise, not just the intelligent or talented. Nor those who have simply memorized a rigid code of conduct: Always do this. Never do that.

Of course, it’s important to start with the “unbreakable” rules that all people everywhere value: don’t murder, don’t steal, don’t lie. We instruct children to tell the truth, to be kind and to respect their elders. And yet, as they mature we explain that there may come a time when other rules come into play. When a stranger asks if a parent is home; when a bully is cruel to the weak or marginalized; when an adult behaves inappropriately toward a child. It such cases, it’s not time to be nice. But the proper responses in these situations are not somehow violations of the fundamental moral principles of truth, kindness and respect—quite the contrary, the fitting responses are based on and upheld by the most basic fundamentals.

Over the course of my career I’ve been able to witness these parallels play out in the classroom, particularly my design classes. [1] Pick up any good textbook on the topic and more than likely you’ll find a set of rules that, when followed, lead to good design. My go-to text for beginners is Timothy Samara’s Design Elements, which starts off with just such a section entitled, “Twenty Rules You Should Never Break.” Here Samara makes it clear that students of design should:

#4 Never use more than two typefaces. 

#8 Never fill up all the negative space in a layout. 

#18 Always make sure your composition is dynamic and full of motion.” [2]

I like Samara because he is great for beginners in that he gives clear-cut, easy-to-follow rules that help students avoid some of the most common pitfalls that the untrained or self-taught designer may struggle with. However, the complaint I frequently get after a few weeks is that Samara’s method is a very strict and narrow way to approach such an artful discipline. I mean, is the process of design really just a set of rules? A flowchart of do’s and don’ts?

In one sense, I think my students are right to complain—the book does start off in a rather rigid fashion. Always do this, never do that. But the other big reason I use this text is the way Samara ends the book with a chapter devoted to examples of how each and every one of his twenty rules can be broken. Of course, Samara saves this chapter for the end because he is a seasoned professional and an experienced educator. He knows that, until students master the fundamentals, they have not yet developed the aesthetic savvy needed to flex foundational principles like an experienced pro. The fact that Samara offers up twenty ways to break his twenty rules is not proof that aesthetic relativism is true; it only reveals that both skill and experience are needed in order to become a good designer.

When teaching through this text I always stress that Samara does not end his book by saying “Now, throw out all the rules I mentioned earlier and do whatever you want because, after all, beauty is in the eye of the beholder.” If this were true we could choose type, color and style arbitrarily, despite the context or meaning of the work. By contrast, Samara provides detailed, illustrated examples of legitimate exceptions—not contradictions. It’s why the actual name of his final chapter is When and Why to Break Every Rule in this Book.”

Personally, I wish Samara had used a different word than “break” because it’s not as if he is teaching students to actually violate or contradict any fundamental rules of design here. He’s making an appeal to a higher (yet complementary) set of principles that can only be properly wielded with a great deal of knowledge and experience. The examples he gives are exceptions based on more advanced rules that don’t translate well into pithy lists, templates or 140 characters—methods that are the domain of master designers and artists. Perhaps there is a proper time and place for truisms and templates, but with complex themes and problems comes the need for artists who have more than just a set of skills, but in a very real sense demonstrate a certain kind of artistic wisdom.

Aristotle’s approach to ethics most closely embodies what I’m trying to demonstrate and is largely based on what is known as the Golden Mean—that is, finding a “middle” way between the extremes of deficiency and excess. For example, courage is a virtue with respect to how someone responds to danger—if taken to one extreme in excess, it becomes recklessness, while the deficient extreme manifests itself as cowardice. It is no accident that Aristotle uses art as a way to illustrate this concept in his Nicomachean Ethics:

“Hence people are accustomed to saying that there is nothing to take away from or add to works [of art] that are in a good state, on the grounds that the good state is destroyed by excess and deficiency but the mean preserves it; and the good craftsmen, as we say, perform their work by looking to this.” [3]

Aristotle says that we should always strive to be courageous (which might sound dogmatic). But he also says it’s important to take the particular person and situation into consideration (which might sound relativistic). But the beauty of his system is that the mean is not the exact middle, nor is it always found in the same place along the continuum between excess and deficiency. [4] Some situations call for the courageous person to act in a way that is closer to the reckless end of the spectrum, while in other situations what is courageous may seem like cowardice. For instance, a 6’4” military officer who wrestles an armed terrorist to the ground in order to save a train full of people vs. Rosa Parks who simply refused to give up her seat on a bus. Both people did the right thing—the equally courageous thing—but they did so in a way that was fitting for each context. [5]

In summary, when it comes to ethics, the well-lived life certainly comes with its fair share of rules—but it is the wise among us who are most skilled at navigating life’s complex seasons and dilemmas with earned experience and a familiarity with those moral principles of a higher but complementary order. Likewise, the fundamentals of art and design are inescapably important—in fact they form the only foundation from which more advanced skills and principles can be applied or even thought. The fact that such striking parallels show up across the seemingly unrelated disciplines of art and philosophy reveals something significant about the world and our shared experience of it—namely, that values like truth, goodness and beauty are perhaps aspects of reality itself and represent common goals toward which all humanity strives (whether we are conscious of it or not).

 

NOTES: 

[1] While I will focus here on parallels between philosophy and design, it should be noted that legendary advertising icon, Bill Bernbach, studied philosophy at NYU and remained an avid reader of philosophical works throughout his life. In fact, in a speech speech he gave to the 4A’s (the American Association of Advertising Agencies) in 1980, he specifically mentions Aristotle, St. Augustine and Bertrand Russell (among other thinkers) and relates their work to the task of advertising.

[2] Samara, Design Principles, pp. 10-23.

[3] Aristotle, Nicomachean Ethics, 1106b 10-14.

[4] It is important to note here that the “middle” state that Aristotle advocates is not the exact middle or “average” between extremes, but rather a mean relative to the situation. With this feature, Aristotle’s ethics avoid the moderation fallacy (Ex: Jim isn’t paying attention and backs into Pam’s car. Even though it’s Jim’s fault, he offers to do what’s “fair” by meeting her in the middle and paying for half of the damages).

[5] Aristotle also points out that certain vices that are not on a continuum between extremes, so there is no mean. Ex: there is no “just right” amount of racism, cruelty or adultery.

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Better Advertising. Better World. Faculty Faculty Brown Bag Faculty Presentations Faculty Research Research

FACULTY RESEARCH: TAI Assistant Professor Yan Huang Shares Research on Narrative Persuasion and Attitude Resistance

TAI Research Brown Bag by TAI Assistant Professor, Yan Huang.

On Friday, April 13, Yan Huang, Assistant Professor of Advertising in TAI at SMU, shared her research titled “Persuasion and Counter Persuasion: The Impact of Narratives in Health Promotion,” at the TAI Research Brown Bag.

Professor Huang’s research examines the effects and mechanisms of strategic media messages and technologies in shaping consumer psychology, especially as they relate to health and socially responsible advertising. Through her studies, she addresses a series of questions including,

  • Is attitude induced by narratives able to resist the influence of competing messages?
  • What are the psychological mechanisms underlying narratives’ influence on resistance?
  • Can narratives effectively persuade individuals when used for counter persuasion?
  • How do we use storytelling to help the public make better decisions?

Health public service advertising (PSA) is not processed in a vacuum. An effective health PSA must not only produce an immediate persuasive impact but also compete with counter messages from different interest groups. Prior literature supports narrative benefits in eliciting immediate health attitude change. However, its influence in a competitive scenario has yet to be tested.

When individuals are exposed to a campaign message, they think about it, but they don’t typically engage in actions immediately. There is a time lag, in which individuals can encounter other information, which may contradict with what they were previously exposed to – these are competing messages. Professor Yan Huang performed a series of studies in which attitudes were assessed after exposure to pro- and anti-radiotherapy messages, in both the conventional rhetoric and storytelling formats. Immediate reactions and the responses after counter persuasion were assessed and analyzed.

Major findings of Professor Huang’s studies include,

  • Campaign messages in story formats can lead to better retention of information, which could enhance audience resistance to counter persuasion.
  • The experiential processes associated with narrative exposure, such as identification with story characters and the feeling of “being transported” into the story world, can increase counter-arguing with competing messages.
  • Narrative messages are much more effective than rhetorical messages in communicating counter-attitudinal information.

After sharing her research Professor Huang discussed various theoretical and practical implications including,

  • Narrative persuasion research may benefit from focusing attention beyond the change in attitude intensity to other properties of attitude strength.
  • The mechanisms underlying the carryover effect of narratives in the face of a competing message are both cognitive and experiential.
  • The applicability of narrative persuasion theories in a competitive situation.
  • The strong potential of narrative campaign messages in altering attitude.

Temerlin Advertising Institute was honored to have Yan Huang for a lecture on her research. TAI is passionate about staying informed on all current topics in the advertising industry, hosting speakers periodically throughout the year.

Yan Huang holds a Ph.D. in mass communication from Pennsylvania State University. She teaches Consumer Behavior (ADV 2301) at SMU. Her work has appeared in such journals as American Behavioral Scientist, Health Communication, Journal of Communication, among others. Moreover, her research has been recognized with Top Paper Awards from the International Communication Association (ICA), the Association for the Education of Journalism and Mass Communication (AEJMC) and the International Public Relations Research Conference (IPRRC).
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AAF Ad Club Ad Team Awards and Projects Better Advertising. Better World. Competitions Engaged Learning Faculty Internships Professional Organizations Scholarship Scholarships TAI Alumni TAI Students Undergraduate Students

AWARDS: TAI 2017-2018 Student and Faculty Awards

It’s time to celebrate another wonderful year of student and faculty accomplishments. We’ve recognized the achievements that make the Temerlin Advertising Institute an award-winning institute at SMU, and we could not be more proud of our talented students and faculty.

Below are all the industry and special awards earned by our students and faculty during the 2017-2018 academic year.

Industry and Special Awards

Industry Recognition

  • AAF’s Most Promising Multicultural Student – Jennifer Nelson and Eric Sedeño
  • AAF American Advertising Awards (ADDYs) – Samantha Butz, Lucas Crespo, Tiffany Giraudon, Jolie Guz, Madeline Khare, Grace LaMontagne, Grey McDermid, Kirsty McLauchlan, Caroline Moss, Jennifer Nelson, Helen Rieger, Eric Sedeño, Matthieu Smyth.
  • AAF Stickell Internship – Austin Inglett and Dalya Romaner.
  • AFF 10th District Scholarship: Alissa Llort and Avery Lewis
  • Advertising Education Foundation MADE Internship: Eric Sedeño
  • Alliance for Women in Media (AWM) Dallas Irene Runnels-Paula McStay Scholarship – Alissa Llort
  • DFW Interactive Marketing Association Scholarship – Hannah Tymochko
  • DSVC National Show Best Print Advertising Campaign, Best Copy & Judge’s Choice – Tiffany Giraudon, Laura Walsh and Caroline Moss.
  • National Student Advertising Competition, SMU-TAI’s Ad Team: Third Place and Special Judges Award for Best Market Segmentation

Student Organizations

  • SMU Ad Club Officers
Joanna Fennessy President
Sara Jane Stephens
and Alex Mackillop
Co-Membership Chairs
Lex Pedraza Treasurer
Peyton Turbeville Event Planning Chair
Eric Sedeño Communications
  • National Student Advertising Competition | Ad Team –
    Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.

Institute Scholars

  • Engaged Learning Project –  Samantha Butz
  • Morris Hite – Zachary Crosby
  • Roger and Rosemary Enrico – Andrea Rosas

Honors

  • Alpha Delta Sigma – Joanna Fennessy
  • Kappa Tau Alpha – Arin Forstenzer, Tiffany Giraudon, Caroline Moss, Rachel Kainer, Cheyenne Tilford.
  • Hunt Scholar – Riley Blair
  • SMU Mortar Board Top 10 Sophomore – Rachel Kainer and Jolie Guz

Institute Awards

The Best Students. The Best Faculty. The Best Advertising
TAI STUDENT AWARDS:

  • TAI Anchor Award – Given to a student(s) who consistently “pulls more than his/her weight” in bringing projects to fruition: Matthieu Smyth.
  • TAI Donald John Carty Leadership Award –Given to a student(s) in recognition of leadership in the classroom, the Institute and beyond:
    Cheyenne Tilford.
  • Face of TAI Award – Given to a student(s) who represents the Institute within Meadows, SMU and/or the advertising industry:
    Joanna Fennessy
  • TAI Optimizer Award – Given to a student(s) who demonstrates a desire and aptitude to make work better through superior work strategies and iteration: Alissa Llort and Eric Sedeño.
  • TAI Outstanding Graduate Student – Given to a student(s) who best represents the academic and professional pursuit of the field:
    Coral Pisek.
  • TAI Resilience Award – Given to a student(s) who deals effectively with project setbacks while maintaining a positive attitude and demonstrating a resolve to produce outstanding work: Kirsty McLauchlan
  • TAI Social Impact Award –Given to a student(s) who exemplifies aspects of social responsibility in their advertising work and beyond:
    Anna Proctor.
  • TAI Service Award – Given to a student(s) who renders substantial service to the campus at large as well as in the greater community:
    Rita de Obarrio
  • TAI Team Player Award –Given to a student(s) in recognition of contributions to team projects and activities:
    Sara Jane Stephens and Jolie Guz.
  • TAI Outstanding Academic Achievement in CreativeTiffany Giraudon.
  • TAI Outstand Academic Achievement in DigitalRachel Kainer.
  • TAI Outstanding Academic Achievement in Strategic Brand ManagementCheyenne Tilford.
  • TAI Student Marshal at Graduation
    Caroline Moss.
  • TAI Undergraduate Reader at Graduation
    Alex Mackillop
  • TAI Graduate Reader  – Deja Sanders. 

 

TAI FACULTY AWARDS

  • Scholar of the Year  –
    Dr. Hye Jin Yoon
  • Service Exemplar   –
    Professor Mark Allen
  • Teaching Innovator  –
    Professor Cheryl Mendenhall
  • TAI Research Fellows  –
    Dr. Sidharth Muralidharan and Dr. Carrie La Ferle
  • Professor Inspiring Excellence
  • Student Support Superstars –  
    Dr. Alice Kendrick, Professor Mark Allen, and Professor Willie Baronet
  • Adjunct Professor Extraordinaire  – Gordon Law
Awards Lunch Room
Dr. Edwards on Stage
Categories
Better Advertising. Better World. Faculty TAI Classes TAI Students Technology

Step Away From the Google Doc: Fostering True Collaboration

Step Away From the Google Doc
Fostering True Collaboration
by TAI Professor Amber Benson

 

Today, Jeff Bridges will deliver the final talk in the SMU Tate Distinguished Lecture series. Most college students know Jeff Bridges for his role as The Dude in the cult movie The Big Lebowski. Your film professors would probably remind you that he is also a seven-time Academy Award nominee, with a win in 2010 for his starring role as a down-on-his-luck musician in Crazy Heart.

But my first memory of Jeff Bridges was seeing him in a quirky science fiction movie called TRON. In it, Jeff Bridges plays Kevin Flynn, a computer hacker that gets digitized–by a laser, no less–and trapped inside a mainframe computer. While there, he partners with other programs to break free and keep himself from de-rezzing (or dying). The special effects, which look like a bad 80s nightclub to a modern-day viewer, were groundbreaking. Although Disney updated the franchise (and Bridges reprised his role) in 2010, it’s worth checking out the original.

Or you could just visit one of my classes. Because I think the ghosts of TRON haunts the halls of Umphrey Lee.

Recently, I’ve noticed a disturbing trend. Whenever I encourage my students to work in groups, I watch as they circle up their desks, fire up their laptops and then go radio silent. They are sitting right next to one another, yet they are miles apart. And I know exactly what’s going on.

They are trapped in a Google Doc.

As a professor of digital advertising, I encourage my students to use technology to their advantage. I just wonder if that confab of multi-colored cursors in your browser is helping you achieve your goals. Sure, you are creating a document together, but are you actually creating value?

Value creation is at the heart of the advertising industry. As advertisers we create that value by turning insights into ideas. And to do that, we need to bring various perspectives to bear on the challenges our clients give us. And that requires more than mere collaboration. It requires dialogue.

The word dialogue has Greek origins, its roots are “dia,” which means “through” and “logos” which means “speech.” Dialogue literally means to “pass through speech.” It is the literal exchange of words that propels ideas forward.

Imagine that I give you a small piece of moldable clay and tell you to create a bust of Abraham Lincoln. You could try to do it yourself. You could make your best attempt and then give it to someone else to revise or edit. In the end, you might achieve your goal, but a linear, sequential process leaves little room for inspiration or optimization.

Alternatively, by working collaboratively, gathering team members and talking through the challenge, you are far more likely to achieve your goal and to do it in a shorter amount of time. Why? Like atoms bouncing off of one another, insights create energy when they are combined.  And once you hit on the perfect combination, that clarity provides momentum. When everyone fully “gets” the concept, then you delegate tasks without losing cohesion.

At one point in TRON, Kevin Flynn says, “On the other side of the screen, it all looks so easy.” Collaboration software, such as Google Docs and Slack, can be useful tools in coordinating team member contributions, but they cannot think for you. And that focus on finishing the assignment rather than solving the problem is “de-rezzing” your grades.

So, next time you get a group assignment, step away from the Google doc and toward a white board. Grab a pack of Post-Its and a Sharpie. Visualize your data. Start a dialogue.

Escape the machine.

TAI professor Amber Benson is a results-driven marketing executive and consultant with over 15 years of varied and progressive experience in strategy development, digital marketing, e-commerce and corporate communications. Benson is dedicated to building successful brands through design thinking, strategic intuition and relentless innovation.

 

 

 

 

 

 

 

Categories
Better Advertising. Better World. Conference Engaged Learning Faculty Faculty Research Professional Development

WPromote: “Profit Driven Marketing with Facebook”

Wpromote is a digital marketing agency headquartered in California has regional offices in Dallas, San Francisco, Chicago, New York, etc. It is also known as the challenger agency and focuses on search marketing, paid & earned social media, and marketing intelligence. This April, Wpromote partnered with Facebook and held its first profit-driven marketing summit. It was an invitation based exclusive event, and two of our TAI faculty, Anna Kim and Hye Jin Yoon were invited. Last year, the agency had a similar event with Google.  

Dr. Kim and Dr. Yoon at the Event.

It was an all-day event and well-attended by industry professionals. It is interesting to note that Dr. Yoon and Dr. Kim were the only academic professionals. They said, they really enjoyed the program. “The summit not only offered us an excellent opportunity to meet industry professionals but also informed us many interesting new trends as well as challenges that today’s media industry is facing. Keynote speeches and sessions were organized around the following three themes: leveraging profit-driven marketing & customer lifetime value (LTV), new customers acquisition, and visual storytelling through video.” 

 
Here are some notes from Dr. Yoon and there’s a link in the bottom where you can download some of the presentations from Wpromote. Unfortunately, presentations from Facebook are not provided due to the sensitive nature of some of the content, it is Facebook’s policy not to distribute their presentations.
 
  • Businesses need to adopt mobile first strategies: consumers are increasingly discovering products through mobile, there is 41% faster content consumption on mobile than desktop, and on average, consumers search fewer products on smartphones than desktops before making a purchase.
  • eCommerce goes global: cross-border e-commerce with emerging economies have taken off; businesses need to be there effortlessly across the globe; these countries never had strong desktop culture and have leaped on to mobile, which creates a different set of opportunities.
  • Mobile video content is exploding: video is a primary way to discover and buy products and leverage video as merchandising tool affords highly dynamic immersive experiences.
  • Visual storytelling through video creative that converts: customers want to see themselves in your product; visuals are processed 60K times faster than text by the human brain; visual storytelling can help every stage of the consumer’s journey; great video isn’t about things, it’s about action (verbs before nouns); focus on people, their goals, and how the brand can help accomplish them.

Summit Promote Presentations (click the link for download)
Click here to learn more about Wpromote and its first-ever profit-driven marketing summit.

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AAF Awards and Projects Better Advertising. Better World. Professional Organizations Scholarship TAI Students Undergraduate Students

TAI Student Alissa Llort Was Awarded Two Major Scholarships

Alissa Llort, a junior advertising student on the Strategic Brand Management track, was this year’s recipient of the 2018 Irene Runnels – Paula McStay Scholarship and the AAF-Tenth District Scholarship.

On April 5, 2018, the Dallas Area Alliance for Women in Media Foundation, Inc. awarded scholarships in the names of Irene Runnels, a distinguished and respected Dallas broadcaster and Paula McStay, a former Fort Worth advertising executive. Alissa was honored for her accomplishment at the Dallas Area Alliance for Women in Media Foundation Award of Excellence Gala. Applicants were considered on the basis of educational and career goals in their major field of study, activities and honors, service to community and references.

Alissa at the Dallas Area Alliance for Women in Media Foundation Award of Excellence Gala.

Alissa feels that Irene Runnels and Paula McStay have truly paved the way for the next generation of women to chase their professional advertising dreams.  Alissa’s personal goal is to continue to empower young female leaders based on her college experiences. “I feel proud to have received an award from an organization that supports successful women in the media industry, because when we support each other, we are unstoppable!,” she said. Alissa is currently the marketing director at the Women Ambassadors Forum, a student run non-profit organization that aims to empower women globally through an annual forum held at SMU.  In this principal role she leads her team in branding, graphic design, PR, social media and marketing.

A few days later, on April 15, 2018, Alissa was selected to receive the AAF (American Advertising Federation) Tenth District Scholarship, and was honored at the Tenth District Annual Convention in Corpus Christi, Texas during the NSAC (National Student Advertising Competition), Student Reception.

AAF District 10 endorses $2,500 scholarships which are designed to recognize, promote and encourage academically talented students in advertising-related disciplines, helping them to complete their education. Alissa was one of only three students selected to receive this award, competing against applicants from four states, including Arkansas, Louisiana, Oklahoma, and Texas.

Tenth District Annual Convention in Corpus Christi, Texas during the NSAC.

According to Alissa, TAI has inspired her to be a professional advertiser even before graduating. “My advertising classes and professors have been key into my growth throughout these two years,” she said. 

Please join the Temerlin Advertising Institute in congratulating Alissa on her outstanding achievements. TAI is thrilled to have Alissa’s talents recognized with these prestigious scholarships.

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AAF Ad Team Awards and Projects Better Advertising. Better World. Community Outreach Competitions Engaged Learning Professional Organizations Research Scholarships TAI Classes TAI Students Undergraduate Students

SMU-TAI’s Ad Team Brings Two Trophies Back to Temerlin

The 2018 SMU-TAI’s Ad Team, led by advisor Professor Amber Benson, competed with universities from Texas, Oklahoma, Arkansas and Louisiana, in the AAF District 10 Convention, ADVENTION, in Corpus Christi, Texas on April 15, 2018. They placed third overall and took home a Special Judges Award for Best Market Segmentation in this year’s National Student Advertising Competition. Additionally, TAI students Avery Lewis and Alissa Llort were awarded AAF Tenth District Scholarships. All-in-all a great weekend!

Third Place and Special Judges Award for Best Market Segmentation

TAI student Harrison Fiveash said he could have not been more excited with the outcome in Corpus Christi. “Not only placing third, but receiving the Special Judges Award for Best Market Segmentation is a true testament to how hard and cohesively our team operated,” he said.

Strategy Development and Research

Ad Team members had been working hard since the beginning of the Spring 2018 semester when they began doing research and strategy development for Ocean Spray, this year’s national client. The challenge was to drive relevancy of the brand for older millennials across both food and beverages.

With the concept BREAK OUT OF THE BOG, the team created a memorable campaign designed to give older millennials, aged 25-34, new reasons to purchase Ocean Spray throughout the year, by leveraging the health benefits, and highlighting Ocean Spray’s responsibility to the environment and to their farmers.

The team was asked to target older millennials, but they broke it down a little further to reveal a sweet spot in the millennial market that would provide Ocean Spray the highest lifetime customer value. How? by introducing the HENRYs. A HENRY is a “High Earner that is Not Rich Yet.” They view the brands they buy as a reflection of themselves, and improve their personal brand equity by buying from brands that they have a positive relationship with. Since HENRYs are both early adopters and social influencers, investing in them would create a halo effect that would influence the rest of the 44 million older millennial target.

After harvesting research insights, the team came to the conclusion that when it comes to the HENRYs, the brand is bogged down. These millennials tend to buy Ocean Spray products during the fall-winter holiday season, are unaware of Ocean Spray’s extensive product line, are skeptical about health claims, and don’t know about all the amazing things Ocean Spray does as a company.

The team decided to build on the existing brand equity of Ocean Spray’s highly popular “Straight from the Bog” campaign by breaking the Bog Guys, Justin and Henry, out of the bog and placing them in scenarios which align with the interests and values of the target market. All they needed to do, was to BREAK OUT OF THE BOG.

Four team members, Amy Cooley, Harrison Fiveash, Alex Mackillop and Sara Jane Stephens presented the team’s work to a panel of industry judges at the competition, with the goal of leveraging Ocean Spray’s social responsibility and their healthier and celebration-worthy products; showing that Ocean Spray could become more than just a Thanksgiving staple, a sugar-filled juice cocktail, and another corporate name.

Presenting Team: Harrison, Sara Jane, Alex and Amy.

Going to Corpus Christi to compete in the National Student Advertising Competition was an incredible experience for Ad Team Leader Sara Jane Stephens. “It was so wonderful to see the team’s handwork pay off. Our presentation went really well, and Harrison, Amy, Alex and I had so much fun presenting our campaign to the judges and the audience,” she said. “I am really proud of the team and very grateful to Dr. Edwards and Professor Benson for their guidance and hard work.”

Ad Team Leader Amy Cooley believes the hard work and late nights that the team put into the entire campaign and presentation were validated by the awards received. “I could not be more excited to have received two awards at NSAC this year,” she said. “This experience more than anything has prepared me for the real world in advertising, and I’m so thankful to have been able to be a part of it all.”

Advertising majors are required to complete ADV 4399 Advertising Campaigns as part of their curriculum. This class combines major advertising theories with practice, allowing students to develop and present an advertising campaign to a real client based on current advertising challenges that the client is facing. Students that take Advertising Campaigns during the Spring semester have the opportunity to participate in the National Student Advertising Competition (NSAC). Recent NSAC clients include Tai Pei Frozen Foods (2017) Snapple (2016) Pizza Hut (2015) Mary Kay (2014) Glidden Paint (2013) and Nissan (2012).

TAI Brand Management Student, Alissa Llort, said that being a member of SMU’s Ad Team was her most rewarding college experience. “I just loved the experience and would do it all over again,” she said. “Being part of the SMU Ad Team this semester allowed me to immerse into the actual process of building a campaign and experience the real advertising life!”

Ad Team Members in Corpus Christi, TX: Rita de Obarrio, Anne-Marie Geisler, Alex Mackillop, Harrison Fiveash, Sara Jane Stephens, Amy Cooley, Alissa Llort and Frank Zhang.
TAI Students and Faculty at the Awards Presentation in Corpus Christi, TX.

Please join the Temerlin Advertising Institute in congratulating this year’s SMU-TAI’s NSAC team on their outstanding work and accomplishments!

Members of the 2018 SMU-TAI’s NSAC team are: Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Conrad Li, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.