Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications Media Production, Management, and Technology professor and Media Consumer Research director, will serve as an academic research partner for a Brand Entertainment Measurement Task Force focusing on delivering evidence of the impact and best practices for brand entertainment.

CJC alumnus Stephen Marshall, B.S. Telecommunication 1995, M.A.M.C. 2003 and Ph.D. 2006, from East Tennessee State will also be an academic research partner on the project.

The task force will represent multiple academic and industry perspectives. Members will solicit input and perspectives from industry players including brands, agencies, publishers and production companies. The process includes:

• Conducting multiple meetings with task force members and guest speakers to solicit the path forward.
• Conducting mixed-method original research with partners (e.g., Forbes, academic, industry partners, etc.).
• Publishing progress reports and distributing Zoom recordings of meetings.
• Inviting industry-wide input (e.g., Forbes roundtables, BrandStorytelling+, etc.).
• Developing a document(s) that provides a return-on-investment framework for industry use and adoption.
• Publishing findings in peer-reviewed publications.

The task force objective is to provide the framework for a system that chief marketing officers and other key budget holders can use to predict the success and impact brand management can and will have on their customers, as well as on specific goals and key performance indicators.

Posted: December 6, 2022
Category: Alumni News, College News
Tagged as: Stephen Marshall, Sylvia Chan-Olmsted