DOCUMENT RESUME ED 473 791 CS 511 776 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (85th, Miami, Florida, August 5-8, 2002). Advertising Division. PUB DATE 2002-08-00 NOTE 513p.; For other sections of these proceedings, see CS 511 769-787. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE EDRS Price MF02/PC21 Plus Postage. DESCRIPTORS *Advertising; Context Effect; *Credibility; Cross Cultural Studies; Cultural Differences; Distance Education; Faculty Publishing; Females; Foreign Countries; Gender Issues; Higher Education; *Journalism Education; Majors (Students); Marketing; Multimedia Instruction; *Newspapers; Persuasive Discourse; Productivity; Sex Differences; *Television Commercials; World Wide Web IDENTIFIERS Egypt; First Amendment; Public Service Advertising; Risk Assessment; South Korea; Third Person Effect ABSTRACT The Advertising Division of the proceedings contains the following 20 papers: "Business and Communication Programs' Contribution in Advertising Education and Research: A Comparison" (Tien-tsung Lee); "Attributions of Advertising Influence Via Third-Person Perceptions: A Review and Synthesis" (Don Umphrey); "Advertising Agency Web Sites: Presence of Branding Content & Capabilities" (Daniel Marshall Haygood); "Advertising in the Islamic World: The Portrayal of Women in Egyptian Television Commercials" (Jami A. Fullerton and Azza Ahmad); "Advertising and the First Amendment: The 'Central Hudson' Analysis and the Impact of 'Lorillard Tobacco Co. v. Reilly'" (Michael Hoefges); "Reactions, Perceptions and Evaluations of Local Television Advertising" (Ronald J. Elcombe); "Is Culture Going Global? A Comparison of South Korean and U.S. Newspaper Ads in the New Millennium" (Hye-Jin Paek, Michelle R. Nelson' and Douglas M. McLeod); "Contextual Effects of Advertising on the WWW" (Chang-Hoan Cho); "The Roles of Emotion and Cognition in Attitude Formation from a Product Trial Under Different Purchase Decision Involvement Conditions" (Joo Young Kim and SungWook Shim); "Cross Cultural. Differences in Perceived Risk of Online Shopping" (Hanjun Ko, SungWook Shim, Jaemin Jung and JooYoung Kim); "The Use of Relationship Marketing Strategy in Media Advertising Sales" (Karie L. Hollerbach); "Anti-Smoking Advertisements: The Effects of Corporate Credibility on Ad Credibility" (Jennifer A. Robinson, Angela M. Adema, Lucian Dinu and Ignatius Fosu); "Longitudinal Content Analysis of Gender Imprints Left by Primetime Network Television Commercials: How Advertisers Portray The Gender of Their Prospects" (Dennis J. Ganahl and Kwangok Kim); "Environmental Determinants of Foreign Entry Mode Choice of U.S. Based Transnational Advertising Agencies" (Jaemin Jung); "Anti-Drinking and Driving PSAs: Persuasive Appeals and Images" (Kasie Mitchell Roberson and Roger C. Saathoff); "The Decision to Major in Advertising: Gender Differences and Other Factors" (Jami A. Fullerton and Don Umphrey); "The Development of Distance Learning Courses: A Training Camp" (Robyn Blakeman and Ralph Hanson).; "Advertising Skepticism in Young Teens" (Coy Callison and Sabrina M. Neeley); "Multimedia for Mortals: Rationale, Resources, and Tips for Reproductions supplied by EDRS are the best that can be made from the original document. Integrating Visuals, Audio, and Video Into Lectures for Advertising Courses" (James Hamilton); "E-Business in the Marketing Communication Curriculum: Integrate, Don't Isolate" (Jim Pokrywczynski).(RS) Reproductions supplied by EDRS are the best that can be made from the original document Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (85th, Miami, FL, August 5-8, 200X): Advertising Division. PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY HcG, TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) D EEPcAtRiTnMl ENsT OfUc.Sof aOrcF EDUCATION nt EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) This document has been reproducedas received from the person or organization originating it. Minor changes have been made to improve reproduction quality. Points of view or opinions stated inthis document do not necessarilyrepresent official OERI position or policy. LE .0 BEST COPYAVMU c/) 2 U Business and Communication Programs' Contribution to Advertising Education and Research: A Comparison by Tien-tsung Lee, Ph.D. Assistant Professor Edward R. Murrow School of Communication Washington State University PO Box 642520 Pullman, WA 99164-2520 Phone: (509) 335-0113 Fax: (509) 335-1555 E-mail: ttleewsu.edu Paper presented to the Advertising Division 2002 AEJMC annual convention Miami Beach, FL 3 Business and Communication Programs'Contribution to Advertising Educationand Research: A Comparison Abstract The measurement of individual scholars'productivity is a popular topic in all academic disciplines. Two recent influentialstudies compared the employment backgrounds of researchers whosepublications appeared in three leadingacademic journals in advertising. The data indicatedthat business professors producedmore publications than communication educators.The present research expands thescope and examines the followingareas related to advertising education: whether businessor communication scholars trainmore future advertising practitioners and publishmore research articles, and whether businessor communication students are more likelyto win advertising competitions. Business and Communication Programs' Contribution to Advertising Business and Communication Programs' Contributionto Advertising Education and Research: A Comparison An on-going debate in higher education is whether advertisingshould be taught in a business or communication (including mass communication and journalism)program. Some argue that advertising is underone of the Marketing Four Ps (price, product, place, and promotion) so business, or marketing in particular, isa better "home" for advertising. Others believe that the production of advertisingmessages falls in the domain of communication. One possible way to address this debate isto examine whether communication or business scholars have made a greater contributionto advertising research. Two studies conducted in the 1990s named the scholars with themost publications in three leading advertising research journals (Barry 1990; Henthorneet al., 1998). They concluded that scholars in marketing programs have publishedmore than their counterparts in advertising departments. Examination of individual researchers'publication productivity is common in various disciplines,as will be reviewed in the literature section later. When determining which discipline (business/marketingor communication/advertising) makes a greater contributionto advertising education and research, the present author argues, focusing onlyon publication productivity in academic journals is too narrowan approach. The present study seeks to evaluate, using measures in addition to counting research articles, the contribution to advertising education by both business and communication disciplines.Specifically, this research compares whether business or communication educators trainmore future advertising practitioners, publish more advertising research articles andtextbooks, and whether 1 5 Business and Communication Programs' Contributionto Advertising students in communication or businessprograms are more likely to win student advertising competitions. Background Information A brief history of advertising education Certain disciplines of knowledge, suchas History and Mathematics, have beena staple in higher education for centuries. Incomparison, advertising did not becomea popular profession until the first half ofthe 20th century (O'Quinn, Allen, &Semenik, 2000). Accordingly advertisingwas not widely taught in college until that time (Schultze, 1982). Even a few decades ago, therewere still discussions about whether the craft of advertising could and should be taught incollege (versus learned on the job). More recently, scholars and practitionersare still investigating whether a college degree in advertising is necessary tosecure a job in an advertising agency, and whether such training helps in career advancement (AdvertisingAge, 1985; Brunton, 1986; Deckinger, Brink, Primavera, & Katzenstein, 1989; Hunt,Chonko, & Wood, 1987; Lauterborn, 1987; Otnes, Spooner, & Treise, 1993; Rotfeld,1985, 1994). A generalconsensus from such discussions is thatan undergraduate or graduate advertising degree isnot necessary for employment in an adagency, but may provide an edge in career advancement. For example, Hunt, Chonko, and Wood (1987)surveyed advertising professionals and suggested that a degree in advertisingmay have a positive incremental effect on income in comparison to training in otheracademic areas. However, individuals who Business and Communication Programs' Contribution to Advertising majored in business appeared to be almost as successful as those who majored in advertising. Two journalism/communication programs may have been the earliest to offeran education in advertising (probably much earlier than the majority of business schools): the University of Missouri-Columbia (1908) (http://web.missouri.edu/Houradv) and the University of Illinois-Urbana-Champaign (1959) (http://www.comm.uiuc.edu/Advertising). Nevertheless, because advertising isa part of marketing's 4 Ps (price, product, place, and promotion) (O'Quinn, Allen, & Semenik, 2000), some people believe that advertising should bea subject