Federico de Gregorio, Ph.D.

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Education:

• 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

Biography

Professional & Academic Experience:

Academic Experience

• The University of Akron (2008 - Present)
• University of Alabama (2005 - 2008)
• University of Georgia (2003-2004)

Professional Experience

• Ogilvy & Mather Hawaii
  Freelance Copywriter, 1998 - 2000
• GEM of Hawaii (Neighborhood Electric Vehicle retailer)
  Marketing Researcher, 1998 – 1999

Teaching Interests:

• Integrated marketing communications
• Creativity in marketing
• Media planning
• Consumer behavior

Research Interests:

• Product placement
• Academia-industry relations
• Implicit processing and Persuasion
• Interdepartmental conflict

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Research Accomplishments

Research Publications:

• 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.