Federico de Gregorio, Ph.D.

Federico de Gregorio, Ph.D.
Title: Associate Professor of Marketing
Dept/Program: Department of Marketing
Office: Polsky 569A
Phone: (330) 972-7024
Email: degrego@uakron.edu


  • Ph.D., Mass Communication, University of Georgia, Dissertation: "Forgotten but Not Gone: Implicit Memory as a Complementary Measure of Brand Placement Effectiveness", (2005)
  • M.A., Advertising, Michigan State University, (2002)
  • B.A., Communication (specialization in Advertising), Hawaii Pacific University, (1999)

Professional & Academic Experience

Academic Experience

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

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



  • Yunjae Cheong, Federico de Gregorio and Kihan Kim, “Advertising Spending Efficiency Among Top U.S. Advertisers from 1985 to 2012: Overspending or Smart Managing?”, Journal of Advertising, 2014, Vol. 43, No. 4, pp. 344-358.
  • 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.