Amy Jo Coffey, Associate Professor of Telecommunication at the University of Florida College of Journalism and Communications, was one of 15 professors selected nationally to participate in the Advertising Educational Foundation’s Visiting Professor Program this summer.

She spent the last two weeks of July as the guest of two media agencies within the Starcom MediaVest Group–MediaVest in New York City and Tapestry in Chicago.

During the program, Coffey observed the media planning and buying processes, strategy work sessions, and vendor and strategic partner meetings. She had the opportunity to meet with leaders in consumer insights, research and marketing, and sales from Univision, Telemundo, Spotify, Google, and Facebook, as well as key personnel and executives from MediaVest and Tapestry.

As part of the Visiting Professor Program, Coffey also gave a research talk at both agencies, sharing her insights on reaching multicultural, non-English speaking and bilingual audiences in the U.S.

Starcom MediaVest Group is the largest media agency network in the world, and Tapestry, part of SMG Multicultural, is the largest multicultural brand agency in billings in the United States. Both are also among the most awarded for their work. More information on AEF’s Visiting Professor Program can be found at www.aef.com.

Coffey has also had a stellar research year, publishing several articles in international journals:

• Coffey, A.J. (2014). “The power of cultural factors in Spanish-language advertising,” Journal of Advertising Research, 54(3), 346-355.
• This sole-authored piece was published in one of the highest-ranking advertising journals last week. The abstract can be read here: http://www.journalofadvertisingresearch.com/ArticleCenter/default.asp?ID=102799&Type=Article

She also two other articles published recently, which were co-authored with Yan Yang (PhD, ’11) now of High Point University:

• Yang, Y. & Coffey, A.J. (2014). “Audience valuation in the new media era: Interactivity, online engagement, and electronic word-of-mouth value.” The International Journal on Media Management, 16(2), 77-103.
• Yang, Y. & Coffey, A.J. (2014). “Audience interactivity on video websites and the business implications for online media platforms.” Journal of Media Business Studies, 11(2), 25-56.

Posted: September 24, 2014
Category: College News, Research News
Tagged as: Amy Jo Coffey