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)
University of Georgia (2003-2004)
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
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 Metrics," Journal of Advertising Research, Vol. 50, No. 4, pp. 403-415, 2010.
Lee, David Taejun, Yongjun Sung, and Federico de Gregorio (forthcoming, 2011), “Cross-Cultural Challenges in Product Placement,” Marketing Intelligence and Planning.
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 Metrics,” 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, 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.