BA Quantitative Methods, University of Massachusetts, Amherst, 1970
Professor Emeritus, Isenberg School of Management, University of Massachusetts, 2012-Present
Distinguished Visiting Research Scholar, Grady College of Communication, Department of Advertising and Public Relations, University of Georgia, Spring 2012, 2014 - 2019
Professor Emeritus, 2012-Present
Visiting Scholar Cranfield School of Management, 1984-1985
Associate Professor of Marketing, UMass Amherst, 1982-1991
Assistant Professor of Marketing, School of Management, University of Massachusetts, 1976-1982
Full Professor of Marketing, UMass Amherst, 1991-2012
Birmingham University, 1993-1994
Distinguished Visiting Scholar, University of Georgia, 2012-2020
Marketing Communication Strategy
Humor in Advertising
Book: With Charles Gulas, "Humor in Advertising: A Comprehensive Analysis," 2006, New York: ME Sharpe.
Assessing the Effects of Advertising Execution Quality, Media Spending, and Sales Promotional Activity on Sales Revenue in a Consumer Services Category,” with Harlan Spotts and Michelle Weinberger, Journal of Advertising Research (forthcoming 2018/9.
Audience Reaction to Comedic Advertising Violence after Exposure to Violent Media,with Charles Gulas and Kunal Swani. Accepted June 2017 for Journal of Current Interest & Research in Advertising 2018).
Understanding Responses to Comedic Advertising Aggression: The Role of Vividness and Gender Identity, with Kunal Swani, Hye Jing Yoon,and Charles Gulas, International Journal of Advertising, 36,4 2017 p 562-587.(on-line May 2016).
"The Direct and Indirect Effects of Advertising and Publicity on Marketing and Firm Performance", with Harlan Spotts and Michelle Weinberger, Journal of Advertising Research, accepted and forthcoming 2015.
"Looking in Through Outdoor: A Socio-cultural and Historical Perspective on the Evolution of Outdoor Humor", with Charles Gulas and Michelle Weinberger, International Journal of Advertising, accepted and forthcoming 2015.
"Fifty Shades of Sex and Violence: Scenes of Advertising to Come?," with Tom Reichert, in Advertising and Violence: Concepts and Perspectives, by Nora Rifon, Marla Stafford and Les Carlson, ME Sharpe: Armonk, N.Y. (2014), 77-93.
"Publicity and Advertising: What Matters Most for Sales," with Harlan Spotts and Michelle Weinberger, European Journal of Marketing, 2014, 48,11/12, 1986-2008
"The Impact of Violent Humor on Advertising Success: A Gender Perspective," with Kunal Swani and Charles Gulas, 2013, Journal of Advertising, 42(4), 308-319.