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Opening Reception: Thursday, February 2nd 6:30-8:30pm
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Breakfast: Friday, February 3 rd 7:30-8:30 am
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| 8:30-9:25 am |
Session I: Advertising and Social Issues |
| Session Chair |
Kuen-HeeJu-Pak |
| Discussant |
Yung Kyun Choi |
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Analysis of Gender Stereotypes in the U.S. and Mexican Magazine Advertisements - Joe Vasquez, Jinbong Choi
Studying Advertising Strategy of Foods and Beverages in China and the Potential Causes of Obesity - Angela Chang
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| 9:30-10:25 am |
Session 2: Advertising, PR, and Personal Selling
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| Session Chair |
Dean Kazoleas |
| Discussant |
Min Jung Sung |
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Comparative Tests of Advertising and Personal Selling on ConsumerResponses - ChangjoYoo
Impact of Negative Publicity on Advertising Responses and AdvertisingMessage Strategy for Negative Publicity - TaiWoong Yun |
| 10:30-11:25 am |
Session 3: Methods for Campaign Assessment
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| Session Chair |
Angela Chang |
| Discussant |
Jin-Kyun Lee |
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Measuring the Advertising Efficiency of the Top U.S. Pharmaceutical Advertisers - Yunjae Cheong
Pyscho-Physiological Measurement in Advertising Research: the Eye-TrackingMethod for Measuring Attention - Si-Hoon Lee, Koanghub Kim, JooahAhn,IlhyungJeong
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Lunch: 11:30 am-1:00 pm
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| 1:00-1:55 pm |
Session 4: Sports, Entertainment, & Place Branding
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| Session Chair |
Sanghoon Kim |
| Discussant |
Gyeoung Ok Huh
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Attitudinal Aspects of a Theme Park and Its Relationships with City Branding:A Focus on the Disneyland in LA - Jong Woo Jun, HyuckJoon Kwon, HanJoonKo
An Analysis of Branding Issues and Strategies for Sports Teams in North America - VassilisDalakas, Gregory Rose
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| 2:00-2:55 pm |
Session 5: New Forms of Marketing and Advertising
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| Session Chair |
Moon Kyu Lee |
| Discussant |
CheonSoung Park
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Tweeting Stars: the Effectiveness of Celebrity Endorsed Tweets on Brand Engagement - Natalie T. Wood, Janée N. Burkhalter
Exploring Factors Affecting Social Networking Advertising Effectiveness inKorea - Sung Wook Shim
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| 3:00-3:55 pm |
Session 6: Understanding Consumers 3:00-3:55 pm
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| Session Chair |
Kyung Yul Lee |
| Discussant |
SeungYeob Yu |
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Advertising Strategies for Late Movers: Effects of Cohesiveness andAlignabilityon Product Attitude and Purchase Intention- Chan JooSuh, Jun-Hee Na, Ah Young Nam
People's Attitude toward an Ad, the Brand, and the Product Advertised:Possible Interplay between the Level of Creativity and the Audiences'Positions: A Case of Korean Audiences- Hyun Jae Yu
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Friday Evening Open to Visit Downtown Disney and/or Theme Parks
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Breakfast: Saturday, February 4 th 7:30-8:30pm
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| 8:30-9:25 am |
Session 7: Alternative Approaches to Branding
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| Session Chair |
Dae Chun An |
| Discussant |
Se Won Kim |
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Strategic Brand Alliance in Magazine Ads - Jin Kyun Lee, Wei-Na Lee
Behind-the-Scenes of a Brand: the Impact of Brand Information Disclosure on Consumer Responses - Jang Ho Moon, Wei-Na Lee
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| 9:30-10:25 am |
Session 8: Cultural Marketing
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| Session Chair |
Wei-Na Lee or Fred Zandpour |
| Discussant |
Jong BaeAhn |
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The Effects of Mecenat on Product Ads: Roles of Self-Brand Congruity and Self-Monitoring - Joo Ho Kim
The Relationships Among Consumers' Positive Emotion, Perceived ServiceQuality, and Brand Equity- Tae-Il Yoon, Hae-Young Byun
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| 10:30-11:25 am |
Session 9: Cross-Cultural Comparisons
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| Session Chair |
Fred Zandpour |
| Discussant |
Chang Hoan Cho |
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Exploring Cross-Cultural Differences in Self-Presentation and Self-Disclosure in Social Networking Sites: Korea versus the U.S.- JinnieJinyoungYoo, Jang Ho Moon, Donghoo Kim, Wei-Na Lee
Building Relationships with Consumers: the U.S. and South Korea- Doyle Yoon, Sang Chon Kim, Sejin Lee
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Lunch: 11:30 am-1:00 pm
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| 1:00-1:55 pm |
Session 10: A Look into the Industry &the Profession |
| Session Chair |
Sang Hoon Kim |
| Discussant |
Jung Sik Cho |
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Web Visibility of Scholars in the Field of Advertising and Public Relations inCommunication Journals - Chung Joo Chung, Han Woo Park, Yeon-Ok Lee
How ‘General Service' Channels in Korea Influence the Korean AdvertisingIndustry - Mandeok Oh
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| 2:00-2:55 pm |
Session 11: Word-of-Mouth Marketing
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| Session Chair |
Mark GuowhaWu |
| Discussant |
Sang Hee Kwon |
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The Effectiveness of Message Presentation and Product Type on WOMDiffusion: A Social Network Approach - Sungjoon Yoon
Power Struggles and Privacy Statement from Word-of-Mouth Marketing Agencies - Hyuk Jun Cheong, Nathaniel Evans, Todd Suomela
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| 3:00-3:55 pm |
Session 12: Mobile Games, 3-Ds, & Advertising
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| Session Chair |
Bong Hyun Kim |
| Discussant |
JiEun Lee |
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Factors Influencing Consumer Acceptance of Mobile Games and Advertising Implications - Jong-Hyuok Jung
When Virtual Experience Affects the Strength of Brand Attitudes: The Moderating Role of Product Type and Ability to Imagine- Ki-Young Lee
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| 4:00-4:55 pm |
Session 13: Perspectives on Advertising Creativity
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| Session Chair |
JeonKeun Cho |
| Discussant |
Hee Bok Lee |
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Creotaxis in Advertising: A Migratory Response Elicited by CreativeAdvertising- ByoungHee Kim
Bringing the Consumer to Life: How Account Planners Can Use Movies to Brief Creatives - Isaac I. Munoz
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Banquet & Awards : 6:30 pm
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IAIMCC2012_Program_1[1].docx
