Q&A with Dr. Yongick Jeong

Posted by on Sep 11, 2017 in Cover Stories | 0 comments

Dr. Yongick Jeong is an associate professor at the Manship School of Mass Communication at Louisiana State University in Baton Rouge. His research interests include advertising, health and environmental communication, international communication, and digital and social media. He has been published in the Journal of Marketing Communications, Journal of Interactive Advertising, Sports Marketing Quarterly, Korean Journal of Advertising, the Journal of Promotion Management and more.

Dr. Jeong graduated with his B.A. in Hotel Management from Kyongi University in Korea. He completed his Master’s in Communications at California State University in Fullerton and his Ph.D. in Mass Communication at the University of North Carolina at Chapel Hill.

 

READ OUR CONVERSATION WITH DR. JEONG HERE:

Q: Could you tell me a little more about your research interests? 

A: I am interested in many areas. The first area I’m interested in is advertising effectiveness and measuring media planning variables such as length and frequency. Now I am measuring advertising using the eye tracking technique. I also measure social media. Another interest is health communication. I measure the effectiveness of warning labels. And recently I conducted three studies about privacy concerns on social media and some international communication. So I do many things.

Q: How did you become interested in health warning labels? What excites you about studying this?

A: I wanted to do something within the Health Communication area, but when I looked at some areas somebody was already doing something. All the areas were occupied to me by other experts. So I realized this was an area where people didn’t research much. And then I am most interested in the effectiveness of media planning variables so when you look at TV commercials or print advertisements space and time shouldn’t be wasted. So when they place the warning labels, it should have an impact. I was curious about that.

Q: Have you used the Media Effects Lab for any of your research? If so, could you tell me a little about it?

 A: I used the MEL a lot. Dr. Sanders, another graduate student and I conducted a video game study in the living room setting. We examined the effectiveness of sports sponsorship in the Wii vs. Xbox. I recently conducted my eye tracking study on warning labels and my social media privacy study there. So I use it a lot. 

 Q: What practical impacts do you foresee your research having in advertising? 

A: One thing advertisers can do is media planning. For example, in the super bowl, there are four quarters. Something you can do is place your commercial in the first quarter, the second quarter, or between the first and second quarter. Or you can use 30 seconds or 50 seconds. Or you could show it once or twice. So based on the findings of my study I help either advertisers find the better spot for the company, or for networks to charge the accurate amount of money when they sell the space.

  Q: Why did you become a professor?

 A: I just liked it. I liked conducting experiments and surveying and finding something. At the same time, I believe in the power of education. So if I know something, then I can hand over my knowledge to my students.

Q: What attracted you to the Manship School?

A: Manship has a great reputation. And I believe there is something I can do to improve education. I feel like with this size I can be by myself in applying my knowledge and my opinion or my vision to the college, school, and my students.

Q: Which course are you most excited about teaching this semester?

A: I like the campaigns class. It is very stressful, but there is definitely a reward. It is very time-consuming. My students and I work hard, but it’s a good class. I like the graduate course advertising theory. I taught it once, and I hope we can offer that class again. As a professor, I was trained to make more students interested in advertising and helping master’s students enter Ph.D. programs. 

Q: What is your favorite food?

A: There are some Korean side dishes I love. But also, if you are away from your family for a long time, you miss simple food made by your mother. And I don’t just miss her Korean food, but anything simple she makes. That is what I am missing every single day.

Q: What is your favorite movie of all time?

A: Dead Poet’s Society. There are so many good lines and sayings that made me think. It’s a very good movie.