LOUISA HA Louisa Ha
Telephone: (248) 213-0288 (Office)
(419) 868-3086 (Home)
E-mail: Louisa_Ha@gallup.com
(updated January 30, 1998)
RESEARCH AREAS
Media Planning, Advertising Management, International Advertising, New Media Technologies, Integrated Marketing Communications, Direct Marketing, Media Ethics, and Research Method
EDUCATION
Ph.D. in Mass Media, Michigan State University (1994)
- Dissertation Title: Advertising Clutter and Its Impact on Brand Equity
- Merit Scholarship: 1992-94
M. Phil. in Communication, Chinese University of Hong Kong (1988)
- Thesis Title: Model Journalism and the Social Role of the Press
Bachelor of Social Science (Hons), Chinese University of Hong Kong(1986)
- Thesis Title: Women's Programs in Women's Eyes: A Uses and Gratifications Study in An Informational Program Setting.
- Major: Journalism and Mass Communication. Minor: Marketing
HONORS AND AWARDS
- International Who's Who of Professionals 1997
- Promotional Products Association International, VIP Professor 1997.
- Advertising Educational Foundation Visiting Professor 1996.
- Special Mention of Honor, The Advertising Research Foundation 1995 Annual Richard L. Lysaker Prize for Outstanding Research on Media.
- 1994 American Academy of Advertising Industry Fellowship.
- Graduate Mention of Honor, 1992 and 1993, Student Paper Competition, Advertising Division, AEJMC.
INDUSTRY EXPERIENCE
Research Director, The Gallup Organization (January 5, 1998 to present)
- Clients: Sears, Roebuck & Co., General Motors, Chiquita Banana, American Iron and Steel Institute.
- Developed research proposals and analyzed research for clients
Visiting Professor, Johnson & Johnson Consumer Products Inc.(June 23 to July 3, 1996)
- Attended the Johnson & Johnson School of Advertising
- Visited the baby care, wound care, and skin care product groups
Visiting Professor, DDB Needham Worldwide(July 7-12, 1996)
- Visited the Research Dept., Interactive Services Dept., Media Dept., Account Servicing Dept., and Production Dept.
Consultant, K & L Associates (November 1994 to July 1995)
- Clients: Cyberlink, Terra Com, UNITEL, and American Com.
- Conducted market research and provided clients with marketing communications consultancy
Media Manager, Leo Burnett China Ltd. (June 1988 to August 1991)
- Clients: Philip Morris, Procter & Gamble, and Kellogg
- Supervised marketing communications planning and buying in China
Marketing Trainee, Petrofina S. A., Belgium (June to July 1987)
- A multinational petroleum company based in Brussels, Belgium
- Assisted the marketing manager to develop a world market analysis program
Reporter, New Evening News (June to August, 1986)
- Specialized in political and business news
TEACHING EXPERIENCE
Assistant Professor, H. H. Herbert School of Journalism, the University of Oklahoma(Fall 1996-Fall 1997)
Instructor, Bowling Green State University(Fall 1995-Spring 1996)
- Full responsibility for junior/senior level courses in Marketing Communication and Promotion, Advertising Management, and Multinational Business
- Faculty Advisor of the AAF Student Chapter
Adjunct Professor, Bowling Green State University (Fall 1994)
- Full Responsibility for a senior-level course in Information Gathering
Teaching Assistant, Michigan State University (Fall 1991 to Summer 1994)
- Full responsibility for senior-level courses in International Advertising
- Co-teaching senior-level courses in Media Planning
Visiting Lecturer, East Asia University, Macau (Fall 1990)
- Full responsibility for a senior-level course in International Marketing
Visiting Lecturer, Hong Kong Polytechnic(Fall 1987 to Fall 1990)
- Full responsibility for senior-level courses in Media Planning, and Creative Strategy Planning.
Visiting Lecturer, The Communication School, Hong Kong (Fall 1989)
- Full responsibility for introductory courses in Media Planning, and Mass Communication.
GRADUATE ADVISING
- Chair, master thesis committee of one student, University of Oklahoma.
- Master thesis committee member of three master's degree students, University of Oklahoma
UNIVERSITY SERVICES
Chair, Research Committee, H. H. Herbert School of Journalism and Mass Communication, the University of Oklahoma, 1997-98.
Faculty Representative, Minority Student Recruitment Fair, 1996
Asian Minority Student Scholarship Selection Committee, 1997
Faculty Marshal, College of Arts and Science Commencement Ceremony, 1997.
Guest speaker on Women in Advertising for the "Minorities and Women in Media" class, 1997.
PROFESSIONAL SERVICES
- U.S. Editor-in-Chief, Advertising and Marketing Master Work Series, Beijing Broadcast Institute, China.
- Webmaster, International Advertising Resource Center.
- Reviewer, Journal of Marketing, Journal of Advertising, Journal of Business Research, Journal of Advertising Education, American Academy of Advertising, Southern Marketing Association, Advertising Division and International Division of The Association for Education in Journalism and Mass Communication.
- Webweaver, Communication Technology and Policy Division, Association for Education in Journalism and Mass Communication, 1997-98.
- Secretary/Treasurer, International Division, Association for Education in Journalism and Mass Communication, 1997-98.
- Committee member, American Academy of Advertising, International Advertising Education Committee, 1997; Industry Relations Committee, 1996
- Session Chair and Moderator, "Technology Developments in Internet Advertising and Advertising Research," 1998 Association for Education in Journalism and Mass Communication Annual Conference, Baltimore, Maryland.
- Session Chair, "Advertising Textbook Publishing for the 21st Century," the 1997 American Academy of Advertising Annual Conference, St. Louis, Missouri, April 4-7.
- Session Chair, Marketing and Entrepreneurship Symposium, San Francisco, August 5-6, 1994.
- Guest lecturer, Oklahoma Interscholastic Press Association Fall Conference, 1996 and 1997.
- Columnist, China Advertising (published in China) and International Advertising (published in China).
PROFESSSIONAL MEMBERSHIPS
GRANTS
- Junior Faculty Research Grant, 1997, the University of Oklahoma
- Research grant for textbook adoption practice study, 1996, NTC Publications Group.
- William Davidson Institute Research Grant, 1996, The University of Michigan.
- Speed Grant on Teaching, 1996, Bowling Green State University
- Faculty Research Development Grant, 1995, Bowling Green State University
PUBLICATIONS
REFEREED PUBLICATIONS
- Ha, Louisa (in press), "Advertising Appeals Used by Services Marketers: A Comparison between Hong Kong and the United States," Journal of Services Marketing.
- Ha, Louisa, Fred Beard and Roy Kelsey (in press), "Students' Computer Knowledge and Advertising Course Performance," accepted by the Journalism and Mass Communication Educator.
- Ha, Louisa and E. Lincoln James (in press), "Interactivity in Business Web Sites: A Content Analysis," to appear in the Prcoeedings of the 1998 American Academy of Advertising Annual Conference, ed., Darrel Muehling.
- Ha, Louisa and Dennis Ding (in press), "Advertising Education in China: Old U.S. Wine in New Chinese Bottles?" to appear in the Proceedings of the 1998 American Academy of Advertising Annual Conference, ed., Darrel Muehling.
- Ha, Louisa (1997), "Active Participation and Quiet Observation of ADFORUM Subscribers," Journal of Advertising Education,
2(1), 4-21.
- Ha, Louisa and Barry Litman (1997), "Does Advertising Clutter Have Diminishing Returns?" Journal of Advertising, 26(1), 31-42.
- Ha, Louisa (1997), " Strengths and Limitations of Pan-Asian Advertising Media: A Review for International Advertisers," International Journal of Advertising, Vol. 17, No. 2.
- Ha, Louisa and E. Lincoln James (1997), "Determinants of Consumer Responses to Direct Marketing Media," Journal of Promotion Management, Vol. 4, No. 2, 17-34.
- Ha, Louisa (1997), "The Role of the Trade Press in Promoting Professional Ethics in the Advertising Industry: The Case of the TV quiz Scandal 1958-60," Developments in Marketing Science, 1997. Greenvale, NY: Academy of Marketing Science, 64-68.
- Chan, Kara and Louisa Ha (1997), "Consumption of Over-the-Counter Drugs and Attitudes toward Over-the-Counter Drug Advertising: A Comparison between the United States and Hong Kong," Proceedings of the 1997 American Academy of Advertising Annual Conference, ed., Carole Macklin., 204-212.
- James, E. Lincoln and Louisa Ha (1996), "Media Language Choice and Shopping Orientations: The Hispanic Market," Business Research Yearbook, Vol. 3, University Press of America and International Academy of Business Disciplines, 33-37.
- Ha, Louisa (1996), "Active Participation and Quiet Observation in An Electronic Discussion Group for Advertising Educators," Proceedings of the 1996 American Academy of Advertising Annual Conference, Vancouver, March 29-April 1.
- Ha, Louisa (1996), "Factors Countervailing the Negative Effects of Advertising Clutter on Brand Equity," Proceedings of the 1996 American Academy of Advertising Annual Conference, Vancouver, March 29-April 1.
- Ha, Louisa (1996), "Advertising Clutter in Consumer Magazines: Dimensions and Effects," Journal of Advertising Research (Winner, Lysaker Prize for Outstanding Research on Media), 36 (4), July/August, 76-84.
- Ha, Louisa (1996), "Concerns over Advertising Practices in a Developing Country: An Examination of China's New Advertising Regulations,"International Journal of Advertising, Vol. 15, No. 2, 1-15.
- Ha, Louisa (1995), "Subscribers' Behaviors in Electronic Discussion Groups: A Comparison between Academics and Practitioners," Proceedings of the First Annual Conference on Telecommunications and Information Markets, November 5-8, 1995, Newport, Rhode Island, 27-36.
- Ha, Louisa (1995), "Media Models and Advertising Effects: Conceptualization and Theoretical Implications," Journal of Current Issues and Research in Advertising, Vol. 17, No.2, 1-16.
- Ha, Louisa (1995), "Beyond Globalization and Localization: Two Regional Approaches to International Advertising," Proceedings of the 1995 American Marketing Association Summer Educators' Conference, August 12-15,Washington, D.C.
- Ha, Louisa (1994), "In Search of Journalistic Excellence: A Comparative Study of American and Chinese News Reporting Awards," Gazette: The International Journal for Mass Communication Studies, 53, 53-72.
- Ha, Louisa (1993), "This Line is Mine: Consumers' Property Rights to Telephone Lines in Outbound Telemarketing,"Telecommunications Policy, October, 540-553 (nominated for the 1994 Communication Policy Research Award, the Donald McGannon Communication Research Center, Fordham University).
BOOK
- Ha, Louisa (1991), Essentials of Advertising Media Planning (in Chinese), Hong Kong Publication (Holdings) Ltd., 1991, 223 pp.
TRANSLATED ARTICLES
- Ha, Louisa and Dennis Ding (translated to Chinese, 1997), "Advertising Education in the United States and China: A Comparison," (in Chinese), Modern Communication: A Beijing Broadcast Institute Journal, 1997, 3, 83-87.
- Ha, Louisa (translated to Chinese, 1997), "Advertising Clutter: Dimensions and Effects," Modern Communication: A Beijing Broadcast Institute Journal, 85 (2), 44-50.
- Ha, Louisa (translated to German 1995), "Zu den Auwirkunger der Ballung von Werbungin Zeitschirften," planung und analyses, October,18-26.
INVITED ARTICLES
- Ha, Louisa (1996), "Reggie Awards: The Sales Promotion Award in the U.S.," (in Chinese), China Advertising, 61, 45.
- Ha, Louisa (1996), "Find a Better Way: A Visit to DDB Needham Worldwide," (in Chinese), International Advertising, 59, 44-45.
- Ha, Louisa (1996), "How Asian Brands Advertise in the U.S., " (in Chinese), International Advertising, 57, 27-28.
- Ha, Louisa (1996), "The Controversy of Standardization and Localization in International Advertising," (in Chinese), International Advertising, 51, 14-15.
- Ha, Louisa (1995), "Advertising Education in the U.S.," (in Chinese), China Advertising, 58, 47.
- Ha, Louisa (1989), "Let China Listen to the Voices of Multinational Advertisers," (in Chinese), Pinpoint Magazine, 22-23.
- Ha, Louisa (1987), "Changes in Concepts of News in China: A Study on the National Award for Good Journalism," (in Chinese), Ming Pao Monthly, August, 90-94.
- Ha, Louisa (1987), "An Analysis of the Media Strategies used by the Chinese Government and the Students during the 1986 Student Protests,"(in Chinese) Bai Shing Fortnightly, January, 14-16.
- Ha, Louisa (1986), "Women's Programs in Women's Eyes: A Uses and Gratifications Study in An Informational Program Setting,"Communication and Journalism Journal, 24-33.
REFEREED CONFERENCE PAPERS
- Ha, Louisa and E. Lincoln James, "Interactivity in Business Web Sites: A Content Analysis," 1998 American Academy of Advertising Annual Conference, March 28-30, Lexington, Kentucky.
- Ha, Louisa and Dennis Ding, "Advertising Education in China: Old U.S. Wine in New Chinese Bottles?" 1998 American Academy of Advertising Annual Conference, March 28-30, Lexington, Kentucky.
- Ha, Louisa and Cornelius Pratt (1997), "Chinese Communication Researchers' Contribution to International Communication Research on China," D. C. Lam Conference on East-West Communication Studies, November 17-19, Hong Kong. .
- Ha, Louisa (1997), "New Developments in Pan-Asian Advertising Media: Problems and Opportunities to International Advertisers," pre-conference international session, the 1997 American Academy of Advertising Annual Conference, April 3, St. Louis, Missouri.
- Ha, Louisa (1997), "The Impact of Multimedia Teaching Aids on Advertising Textbook Adoption Practices," session on the Advertising Textbook Adoption Practice for the 21st Century, the 1997 American Academy of Advertising Annual Conference, April 4-7, St. Louis, Missouri.
- Chan, Kara and Louisa Ha (1997), "Consumption of Over-the-Counter Drugs and Attitudes toward Over-the-Counter Drug Advertising: A Comparison between the United States and Hong Kong," the 1997 American Academy of Advertising Annual Conference, April 4-7, St. Louis, Missouri.
- Ha, Louisa (1996), "Advertising in a Bilingual Culture under Political Transition: The Case of Hong Kong," pre-conference international session, the 1996 American Academy of Advertising Annual Conference, March 29.
- Ha, Louisa and Cornelius B. Pratt (1996), "Researchers' Ethnicities in the Development of International Communication Research: The Case of China,"accepted by the Intercultural and Development Division, International Communication Association's Annual Conference, Chicago, May.
- Pratt, Cornelius, Louisa Ha, and Charles Okigbo (1996), "Reflections on the Ethics of Integrated Marketing in the Development of Sub-Saharan Africa,"accepted by the International Academy of Business Disciplines Annual Conference, April 11-14, Rockville, Maryland.
- Pratt, Cornelius B. and Louisa Ha (1995), "Managing New Communication Technologies in Africa: A Strategic Issues-Management Approach,"accepted by the International Division, AEJMC Annual Convention, August 9-12,1995.
- Ha, Louisa (1994), "Media Scheduling Models and Advertising Effects," accepted by the Advertising Division, AEJMC Annual Convention, August 14-17, 1994.
- Ha, Louisa (1993), "Media Language Choice and Shopping Orientations of Hispanic Consumers: A Comparison of Panamanians, Cubans, and Uruguayans," Association for Education in Journalism and Mass Communication (Winner, 1993 Student Competition).
- Ha, Louisa (1992), "Journalistic Excellence in Two Political Systems: A Comparative Study of News Reporting Awards between United States and China," accepted by the International Division, AEJMC Annual Convention, August 3-5, 1992.
- Ha, Louisa (1992), " Professional Ethics in Advertising and the Trade Press in the TV Quiz Scandal 1958-60, " Association for Education in Journalism and Mass Communication (Winner, 1992 Student Competition).
- Straubhaar, Joseph, Sug-Min Youn, Louisa Ha, et al. (1992), "Regional TV Markets and TV Program Flows: Latin America, Asia, and the Caribbean," accepted by the International Communication Association Annual Conference, Miami, May 1992.
- Ha, Louisa (1992), "Health-hazardous Product Speech: A First Amendment Perspective on the Cigarette and Alcohol Advertising Ban Controversy," accepted by the Sixth Annual Communication Conference, Ohio University, April 1992.
INVITED TALKS
- Northwestern University
- University of Missouri-Columbia
- Washington State University
- Marquette University
- Ohio University
- Oklahoma State University
- The University of Nebraska-Lincoln
- Ball State University
- The University of Hartford
- Loyola University at New Orleans
- Heidelberg College
- Madonna University
- Psychology Department Colloquium, University of Oklahoma
- Tianjin Daily Advertising Forum, China
- International Advertising Professional Seminar, Beijing, China
REFERENCES
- E. Lincoln James, Professor and Advertising Sequence Head, E.R. Murrow School of Communication, Washington State University, Pullman,WA99164-2520. Office Telephone: (509) 335-2214. Home Telephone: (509) 332-2303.
- Barry Litman, Professor, Dept. of Telecommunication, Michigan State University, MI 48824. Office Telephone: (517) 353-6411.
- Gordon Miracle, Professor, Dept. of Advertising, Michigan State University, East Lansing, MI 48824. Office Telephone: (517) 353-3862.
Home Telephone: (517)675-5136.
- Cornelius B. Pratt, Professor, Dept. of Advertising, Michigan State University, East Lansing, MI 48824. Office Telephone: (517) 353-3215. Home Telephone: (517) 347-1312.
- Lincoln Bumba, Former Senior VP, Leo Burnett International. 2556 Country Club Dr., Olympia Fields, IL 60461-1522.