Education

• The University of Texas at Austin, 광고학 박사
• The University of Texas at Austin, 광고학 석사
• 이화여자대학교 통계학과 석사(이론통계 전공)
• 이화여자대학교 통계학과 학사

Teaching & Research Fields

• The University of Alabama, Dept. of Advertising and Public Relations 광고학 전공 교수 (2007-2011)
• 한국소비문화학회 상임이사
• 한국광고홍보학회 홍보이사
• 한국광고학회 홍보이사
• 광고학 연구 편집위원
• International Journal of Advertising 편집위원
• 광고홍보학보 편집위원
• 광고홍보학회 매체분과장 (2013~2016)
• 이노션 학술상 심사위원 (2015)
• 한국광고학회 연구이사 (2014)
• 한국언론정보학회 커뮤니케이션 이론 편집위원 (2012~2014)
• 한국광고홍보학회 연구이사 (2014)
• 한국PR학회 총무이사 (2019)
• 한국PR학회 기획이사 (2014)
• “FCB 2.0? Reexamining an Advertising Theory to Update the FCB Grid,” Journal of Advertising Research, (forthcoming).
• 광고지성총서 제7권 광고 미디어의 현재와 미래, 제 3장, “매체기획이란 무엇인가?,” (2019).
• “TV와 소셜미디어간 크로스미디어 광고효과 연구: 해시태그를 중심으로,” 광고연구 121, 102-150, (forthcoming).
• “애드테크 (AD-Tech)시대의 비콘 (Beacon) 광고 수용 결정요인에 관한 연구,” 광고홍보학보, 20(4), 7-39, (2018).
• “소셜미디어 광고 창의성 형성요인과 측정에 관한 연구,” 광고연구 117, (2018).
• “소셜 네이티브 광고 매체의 경쟁및 보완관계에 관한 연구,” 광고학연구, 28(7), 99-109, (2017).
• “뷰티 인풀루언서 마케팅 활용 전략: 매스미디어와 소셜미디어와의 비교를 중심으로,” 광고학연구, 28(4), 47-72, (2017).
• “비영리기관 광고 매체의 경쟁, 보완관계에 대한 연구: 국제구호개발 NGO를 중심으로,” 한국광고홍보학보, 18(3), 108-136, (2016).
• “국내주요광고주의 광고비 효율성 측정및 효율성 결정요인에 관한 연구,” 한국광고홍보학보, 18(2), 5-36, (2016).
• “지상파TV 중간광고 도입의 효과: 광고시청률, 광고재원, 국민경제 파급효과를 중심으로,” 방송과 커뮤니케이션 17(4), 55-88, (2016).
• “규제개선을 통한 광고시장 활성화 방안연구: 중간광고를 중심으로, 한국방송광고진흥공사, 8월, 1-103, (2016).
• “Factors Affecting Sportswear Buying Behavior: A Comparative Analysis of Luxury vs. Regular Brands of Sportswear” the Journal of Business Research, 69, 5793-5800 (2016).

• “The Influences of Sports Viewing Conditions on Enjoyment from Watching Televised Sports: An Analysis of the FIFA World Cup Audiences in Theater vs. Home,” Journal of Broadcasting & Electronic Media, 60(3), 389-409, (2016).

• “User-Generated Product Reviews on the Internet: The Drivers and Outcome of the Perceived Usefulness of Product Reviews,” International Journal of Advertising, 1-19, (2016). 
• “Choosing the Right Message for the Right Cause in Social Cause Advertising: Types of Social Cause Message, Perceived Company-Cause Fit and the Persuasiveness of Communication Reference,” International Journal of Advertising, 34(3), 473-494, (2015).
• “Advertising Spending Efficiency among Top U.S. Advertisers from 1985 to 2012: Overspending or Smart Managing?,” Journal of Advertising, 43(4) 344-358, (2014).
• “The State of Research on Media Planning, Buying, and Selling,” in The Handbook of International Advertising Research, Wiley-Blackwell, 111-125, (2014).
• “크로스모델 광고전략이 광고효과에 미치는 영향: 심적소유방식을 중심으로,” 광고연구, 103 (Winter), 38-64, (2014).
• “Advertising and Promotion Budgeting During Volatile Economic Conditions: Factors Influencing the Level of Decentralization in Budgeting and Its Relations to Budget Size and Allocation,” International Journal of Advertising, 32(1), 143-162, (2013).
• “Intraorganizational Conflict within Advertising Agencies: Antecedents and Outcome,” Journal of Advertising, 41(3), 19-34 (2012).
• The State of Media Planning Research: A 16-Year Assessment, 1992-2007,” Journal of Current Issues and Research in Advertising, 33 (2), 227-247, (2012).
• “Evaluating the Multivariate Beta Binomial Distribution for Estimating Magazine and Internet Exposure Frequency Distributions,” Journal of Advertising, 40(1), 7-23, (2011).
• “The Interplay Between Advertising Claims and Product Categories in Food Advertising: A Schema Congruity Perspective,” Journal of Applied Communication Research, 39(1), 55-74, (2011).
• “The Power of Reach and Frequency in the Age of Digital Advertising: A 15-Year Update in Media Practice,” Journal of Advertising Research, 50(4), 403-415, (2010).
• 그외 다수