Ph.D., Mass Communication, University of Georgia, 2005 Dissertation: “Forgotten but Not Gone: Implicit Memory as a Complementary Measure of Brand Placement Effectiveness”
M.A., Advertising, Michigan State University, 2002
B.A., Communication (specialization in Advertising), Hawaii Pacific University, 1999
Professional & Academic Experience:
The University of Akron (2008 - Present)
University of Alabama (2005 - 2008)
Ogilvy & Mather Hawaii Freelance Copywriter, 1998 - 2000
GEM of Hawaii (Neighborhood Electric Vehicle retailer) Marketing Researcher, 1998 – 1999
Integrated marketing communications
Creativity in marketing
Implicit processing and Persuasion
de Gregorio, Federico, Yunjae Cheong, and Kihan Kim (2012), “Intraorganizational Conflict Within Advertising Agencies: Antecedents and Outcomes,” Journal of Advertising, 41 (3), 19-34.
Lee, David Taejun, Yongjun Sung, and Federico de Gregorio (2011), “Cross-Cultural Challenges in Product Placement,” Marketing Intelligence and Planning, 29 (4), 366-384.
Cheong, Yunjae, Federico de Gregorio, and Kihan Kim (2010), “The Power of Reach and Frequency in the Age of Digital Advertising: Offline and Online Media Demand Different,” Journal of Advertising Research, 50 (4), 403-415.
de Gregorio, Federico, and Yongjun Sung (2010), “Understanding Attitudes toward and Behaviors in Response to Product Placement: A Consumer Socialization Framework,” Journal of Advertising, 39 (1), 83-96.
de Gregorio, Federico, and Yongjun Sung (2009),“Giving a Shout Out to Seagram’s Gin: Extent of and Attitudes towards Brands in Popular Songs,” Journal of Brand Management, 17 (3), 218-235.
de Gregorio, Federico, and I-Huei Cheng (2009), “Does Stronger Links with Practice Make Perfect? A Survey of Advertising Scholars,” International Journal of Advertising, 28 (3), 555-589.
Sung, Yongjun, Federico de Gregorio, and Jong-Hyuok Jung (2009), “Non-Student Consumer Attitudes towards Product Placement: Implications for Public Policy and Advertisers,” International Journal of Advertising, 28 (2), 257-285.
Cheng, I-Huei, and Federico de Gregorio (2008), “Does (Linking with) Practice Make Perfect? A Survey of Public Relations Scholars’ Perspectives,” Journal of Public Relations Research, 20 (4), 377-402.
Yongjun Sung, Jongsuk Choi, and Federico de Gregorio (2008), “Brand Placements in Korean Films, 1995-2003,” Journal of International Consumer Marketing, 20 (3/4), 39-53.
Sung, Yongjun, and Federico de Gregorio (2008), “New Brand Worlds: A Comparison of College Student Attitudes toward Brand Placement in Films, Television Shows, Songs, and Video Games,” Journal of Promotion Management, 14 (1/2), 85-101.
Han, Kyoo-Hoon, and Federico de Gregorio (2006), “A Range of Beauties: A Cross-Cultural Analysis of Cosmetics TV Commercials,” in Kahle, Lynn R. and C. H. Kim, (Eds.), Creating Images and the Psychology of Marketing Communications, Mahwah, NJ: Lawrence Erlbaum, 201-220.