SANDRA E. MORIARTY

Academic and Professional Vita

Present Position Professor, School of Journalism and Mass Communication

University of Colorado, Campus Box 287, Boulder CO 80309

303/492-1451 (office); FAX 303/492-0969; 303/554-1931 (home)

E-mail: Sandra.Moriarty@colorado.edu

PUBLICATIONS: Books

Marketing Communication: An Integrated Approach, with John Burnett, Prentice Hall, 1st ed., October 1997

Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships, with Tom Duncan, (New York: McGraw-Hill, 1997), 284 pages.

Marketing: Principles and Practice, 1995, 2nd ed., with Thomas R. Duncan and Warren Keegan, Prentice-Hall, 904 pages; (1992, 1e)

Advertising: Principles and Practice, 1995, 3rd ed., Prentice-Hall, with William Wells and John Burnett, 692 pages (1989 1e; 1992 2e)

Creating and Delivering Winning Advertising Presentations, 1995, 2nd ed., with Thomas R. Duncan, NTC Business Books, 136 pages, (1988 1e)

Creative Advertising: Theory and Practice, 1991, 2nd ed., Prentice-Hall, 361 pages (1986 1e)

The Making of Effective Advertising, 1990 with Charles Patti, Prentice-Hall, 140 pages

The ABC's of Typography. 1996 2nd. ed., New York: Art Direction Book, Company, (1977 1e) 188 pages

The Creative Package: A Working Text for Advertising Copy and Layout, 1979, Grid Publishing Co., 255 pages, (out of print)

Book Chapters "The big Idea: Creativity in Public Relations," chapter 37 in The Handbook of Strategic

Public Relations and Integration, Clark Caywood, ed., New York: McGraw Hill, 1997

"The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda," Chap. 18 in Integrated Communication: Synergy of Persuasive Voices, Esther Thorson and Jeri Moore (Eds), Mahwah, NJ: Lawrence Erlbaum, 1996: p. 333-354.

"Measuring RCD Use: Method Matters," book chapter in The Remote Control in the New Age of Television, James R. Walker and Robert V. Bellamy, Jr., ed. Westport Cn: Praeger, 1993, 43-55, with Nancy Cornwell, Shu-Ling Everett, Stephen E. Everett, Joe Russomano, Michael Tracey, and Robert Trager

"Data Tabulation: The Fine Art of Pigeon Holing." Chap. IX in Advertising Research by Fletcher and Jugenheimer, 169-176, Columbus, OH: Grid. 1982

Journal Articles

" A Conceptual Map of Visual Communication," Journal of Visual Literacy, 17:2 (1997)9-24.

"Penetrating the Cultural Curtain: Apple's "1984" Commercial Goes to Russia," World

Communication, 25:2 (Fall, 1996), 91-103, with Shay Sayre and Ludmilla Wells

"Abduction: A Theory of Visual Interpretation, "Communication Theory, 6:2 (May 1996), 167-187.

"Effectiveness, Objectives, and the EFFIE Awards," Journal of Advertising Research, 36:4 (July/August 1996), 55-64

"A Visual Communication Bibliography," Special Issue of Journal of Visual Literacy, with Keith Kenney, Vol. 15:2, 1995

"An Antiseptic War: Were News Magazine Images of the Gulf War Too Soft?," Visual Communication Quarterly, 2 (Spring, 1995): p. 4-8, with David Shaw

"Visual Communication as Primary System," Journal of Visual Literacy 14:2 (1994): 11-21

"PR and IMC: The Benefits of Integration," Public Relations Quarterly, Fall, 1994, 38-44

"Commercial Breaks: A Viewing Behavior Study," Journalism Quarterly, 71:2 (Summer 1994), 346-355, with Shu-Ling Everett

"News Magazine Coverage of the 1988 Presidential Campaign: Images and Issues," Mass Comm Review 20:1 and 2 (1993), 99-111, co-author with Mark Popovich and Beverley Pitts

"Cultural Palettes: An Exercise in Sensitivity for Designers," with Lisa Rohe, Journalism Educator, 46:4 (Winter) 1992: 32-37

"News Magazine Visuals and the 1988 Presidential Election," Journalism Quarterly, with Mark Popovich, 68:3 (1991), pp. 371-380

"Global Advertising: Issues and Practices," Current Issues and Research in Advertising, 13: 1&2, 1990, pp. 313-342.

"Global Advertising and Visual Communication," Journal of Visual Literacy , 9:1, 1989, pp. 58-69.

"Advertising Creativity and ELSIE Scores," Journal of Creative Behavior, 22:1, First Quarter, 1988, pp. 71-72* "

"Line Lengths and Starch Scores," Visible Language, 20:4, Autumn 1987, pp. 448-455

"A Content Analysis of Visuals Used in Print Media Advertising," Journalism Quarterly, 64: 2-3, Summer 1987, pp. 550-554*

"The Search for the Optimum Line Length," Journalism Quarterly, 63: 2, Summer, 1986, pp. 337-340

"A Study of Newsmagazine Photographs of the 1984 Campaign," Journalism Quarterly, 63:4, Winter 1986, with Gina Garramone*

"Planning for Technology," Media Management Journal, Fall, 1986, pp. 20-24, with Ted Vaughan

"Visual Communication in Print Advertising," Journal of Visual/Verbal Languaging, Fall, 1985, pp. 37-41

"The Personalization of Educational Media," Educational Communications, 12:1, Winter 1985, pp. 13-16, with Ted Vaughan

"A Study of Close Set Type," Journal of Applied Psychology, 69:4, 1984, pp. 700-702, with Ed Scheiner

"Humor and Depression," Journalism Quarterly, 61:2, Summer, 1984, pp. 436-439, with Gary Wilcox

"Advertising Creatives Look at Creativity," Journal of Creative Behavior, 18:3, 3rd quarter, 1984, pp. 162-174, with Bruce Vanden Bergh

"Novelty vs Practicality in Advertising Typography," Journalism Quarterly, 61:1, Spring, 1984, pp. 188-190

"Yes, Creativity Can Be Taught," Journalism Educator, 38:2, Summer, 1983, pp. 13-16

"Explanation in Instructional Communication," Educational Considerations, 10:3, November, 1983, pp. 12-15

"Beyond the Hierarchy of Effects: A Conceptual Framework," Current Issues and Research in Advertising, 1983, Vol. I, pp. 45-46, Ann Arbor: University of Michigan

"Ideation: A Review of Research," an invited article for Current Issues and Research in Advertising, 1983, Vol. II, pp. 119-134, Ann Arbor: University of Michigan, with Leonard Reid

"Nostalgia and Consumer Sentiment," Journalism Quarterly, 60:1, Spring, 1983, pp. 81-86, with Anthony F. McGann

"Trends in Advertising Typography," Journalism Quarterly, 59:2, Summer, 1982, pp. 290-294

"A Feature Analysis of Clio-Winning Ads," Journalism Quarterly, 57:2, Summer, 1980, pp. 321-323

"Work Harder, Live Cleaner and be Smarter: A Study of Women in Journalism," Matrix, Summer 1975, with Carol Oukrop and Ramona Rush

"Baseball and Brickbats: A Content Analysis of Community Development," Journalism Quarterly, 49:1, 1972, pp. 86-90

Trade and Professional Articles

"The Strategic Consistency Triangle," The Public Relations Strategist, 3:2 (Summer 1997),

42-46

IMC Needs PR's Stakeholder Focus," AMA Marketing News, May 26, 1997, 7

"Front-end Alignment: Auditing to Make the Brand Relationship-Building Process More Effective and Efficient," Marketing Tools, September 1997, 64--67, with Tom Duncan.

"Getting to the Gut with Appeals to Pathos and Poignancy," Madison Avenue Magazine, April, 1983, 26-30

"New Technology: A Review of What's Up, What's In, What's Out," Public Relations Quarterly, 28:4, Winter, 1983, 15-18

"Le Nuove Tecnologie e la Comunicazione di Massa," Gulliver, (an Italian communication journal), n. 7/84, (A reprint of the previous article.)

"E-Z Copy," Industrial Marketing, January, 1983, 50-51

"The Anatomy of Explanation," Journal of Communication Management, 11:3, 1982, 9-11

"The Cost of Design Decisions," CASE Currents, July, 1978, 18-19

"Copy Machine Graphics," Scholastic Editor, April, 1978, 14-16

"Currency Roman," Art and Typography, 2:2, Spring, 1978, 17-23

"Horizontal Layout," Kansas Publisher, Spring, 1978

"Teach or Titillate? A Study of Educational TV Decision Making," Matrix, Summer, 1978

"Sentiment and Cigars," U&lc, Fall, 1978, 5

"Readability: Advance or Assault," IABC News, September, 1977, 6-7

"Measuring Column Inches in Millimeters," March 1977 issues of Art Direction, Art Techniques and Graphic Arts Buyer

"Copyfitting on the Wheel," Scholastic Editor, February, 1977, 28-29

"Letterspacing-or How to Squeeze a Slug," Journal of Organizational Communications, 3:1976

Conference Proceedings

"The Marketplace Power of Aesthetics: A Model," with Carl Walston,

Proceedings of the 1992 Conference of the American Academy of Advertising, Leonard N. Reid, Editor, pp. 214-221.

"The Creative Approach to Insightful Research," Proceedings of the 1992 Conference of the American Academy of Advertising, Leonard N. Reid, Editor, pp. 214-221.

"Explorations into the Commercial Encounter," Proceedings of the 1991 American Academy of Advertising Conference, Rebecca Holman, ed., pp. 215-222.

"A Comparison of Reader Response with Informed Author/Viewer Analysis," Proceedings of the Semiotics Society of America annual meeting, College Park MD, October 1991, with Shay Sayre

"The Role of Visuals in Advertising," Proceedings of the 1986 IVLA Conference, Madison, WI, October 1986 (International Visual Literacy Association)

"Literal Versus Symbolic Images in Visual Communication," Proceedings of the 1985 IVLA Conference, Custer Whiteside, ed.

"Real and Imagined Impediments to Human Resources Planning in Advertising," Proceedings of 1983 American Academy of Advertising Conference, Don W. Jugenheimer, ed. With Anthony F. McGann

"The Affective Response to Close-Set Type," Proceedings of the 1982 American Academy of Advertising Conference, Alan D. Fletcher, ed., With Ed Scheiner, pp. 89-92

"Human Resource Forecasting in the Advertising Industry," Proceedings of the 1982 American Academy of Advertising Conference. Alan D. Fletcher, ed. With Anthony F. McGann, pp. 70-73

"Trends in Advertising Message Strategies," Advertising in a New Age, Proceedings of the 1981 AAA Conference, James E. Haefner, ed, pp. 72-75

"Legibility in Advertising Typography," Voice of a Nation at Work, Proceedings of the 1980 AAA Conference, James E. Haefner, ed., pp. 75-80

"Form and Function: A Model for Analysis," Advances In Advertising Research and Management, Proceedings of the 1978 AAA Conference, Steven E. Permut, ed., pp. 138-141

"Advertising Design in the 70's," Sharing for Understanding, Proceedings of the 1977 AAA Conference, Gordon E. Miracle, ed., pp. 160-161

Papers and Sessions

"Developing Profitable Relationships for Textbook Marketing," American Academy of

Advertising Conference, April, 1997, St. Louis

"Gulf War Visuals: A Study in Visual Ethics," New Media Conference, March 1997, Boulder

"A Review of Campaign Photo Research," in "Intellectually Honest Visual Coverage of the 1996 Presidential Campaign," joint VisComm and RTV session, AEJMC, Chicago, 1997

"A Philosophical Discussion of Representation," International Visual Literacy Association, Cheyenne, 1996

"News Magazine Lead Story Coverage of the 1992 Presidential Campaign," AEJMC paper, Magazine Division, with Mark Popovich, Anaheim, 1996

"Effective Relationship Links," 1996 Research Conference on Relationship Marketing, Emory University, Atlanta, 1996

"Visual Semiotics and the Production of Meaning in Advertising," Visual Communication Division of AEJMC, Washington, DC, August 1995.

"Defining Visual Communication," International Visual Literacy Association annual conference, Chicago, 1995

"Visual Communication Theory: A Search for Roots," Vis Com 9, Flagstaff AZ, 1995

"Visemics: A Proposal for a Marriage Between Semiotics and Visual Communication," a paper given at the Visual Communication 94 Conference, Feather River, California, June 1994

"Organizational Dimensions of Standardization," Ad Division of AEJMC, August 1994, Atlanta, with Tom Duncan

"Ideology and War Photographs: A Visual Essay," Visual Communication Division of AEJMC, August 1994, Atlanta, with David Shaw

"A Defense of Semiotics in Advertising," American Academy of Advertising, Montreal, April, 1993

"Issues in International Advertising," American Academy of Advertising pre-conference international session, Montreal, April, with Tom Duncan

"Badvertising," Advertising Division, AEJMC, August 1993, Kansas City

"News Magazine Visuals and the 1992 Presidential Election," Magazine Division, AEJMC, August 1993, Kansas City

"Methodology in Visual Communication Studies," Visual Communication Division, AEJMC, August 1993, Kansas City

"Technology and Art: A Postmodern Reading of Orwell as Advertising," with Shay Sayre, International Visual Literacy Association, Pittsburgh, PA, Sept. 1992

"Visual Semiotics and the Production of Meaning in Advertising, " with Shay Sayre, VisCom 6, Flagstaff, July 1992.

"The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda," 11th Annual Advertising and Consumer Psychology meeting, May, 1992, Chicago.

"The Marketplace Power of Aesthetics: A Model," with Carl Walston, American Academy of Advertising , San Antonio, March 1992.

"The Creative Approach to Insightful Research," American Academy of Advertising, San Antonio, March 1992.

"Explorations into the Commercial Encounter," American Academy of Advertising Conference, Reno, Nev., March 1991

"Integrated Communications--Should the Academy Lead or Follow?" AEJMC, Montreal, August, 1992, chair and moderator of special session

"A Comparison of Reader Response with Informed Author/Viewer Analysis," with Shay Sayre, Semiotics Society of American annual meeting, College Park MD, October 1991

"Coverage of the 1988 Presidential Campaign in Time, U.S. News & World Report and Newsweek, with Mark Popovich, AEJMC annual conference, August, 1991, Boston, Mass.

"Coverage of the 1988 Presidential Campaign by Three Global Elite Newspapers," with Mark Popovich, AEJMC annual Conference, August, 1991, Boston

"A Seminar on Presentations," a 1/2 day preconvention seminar preceding the annual AEJMC conference, August, 1990, Minneapolis, conducted with Thomas Duncan and Charles Pearce

"Newsmagazine Visuals and the 1988 Presidential Elections," Association for Educational in Journalism and Mass Communication (AEJMC) Annual Conference, August 1989, Washington DC, with Mark Popovich

"Programmatic and Predictive Research in Advertising," American Academy of Advertising (AAA) Conference, Chicago, 1988, with Gina Garramone and Michael E. Steele

"Survey of Professionals," AEJMC Annual conference, July, 1988, Portland OR

"The Function of Visuals in Mass Communication," International Visual Literacy Association (IVLA), Madison, 1986

"Advice to Academics: Questions and Answers about the Recruitment of Advertising Professionals," AEJMC, Norman, 1986

"Newsmagazine Photographs of the 1984 Presidential Campaign," International Communication Association (ICA), Chicago, 1986, with Gina Garramone

"Literal Versus Symbolic Images in Visual Communication," IVLA, Claremont, CA, 1985

"Personalization of the Media," AEJMC special conference on Media Institutions: Their Technology and Cultural Forms," Boulder, 1984

"Educational Television and Microcomputers in Schools," Chair of session Association for Educational Communications and Technology National Conference, Lawrence, Kansas

"Improving the Working Relationship Between Account Executives and Creative Personnel: The Creative Viewpoint," 1983 AAA Conference, Lawrence, Kansas, with Bruce Vanden Bergh

"A Retrospective Analysis of Nostalgia," 1982 AEJMC Conference, Visual Communication Division, Athens, Ohio

"The Affective Response to Close-Set Type," 1982 AAA Conference, Lincoln, NE, with Ed Scheiner

"Human Resource Forecasting in the Advertising Industry," 1982 AAA Conference, Lincoln, NE, with Anthony F. McGann

"Typography and Nostalgia," 1981 AEJMC Conference, Graphics Division, East Lansing, MI

"Explanation, Information and Emotion in Advertising Strategy," 1981 AAA Conference, Gainesville

"Neo-Victorian Typography in the 1970s," 1981 American Popular Culture Convention, Cincinnati

"Advertising Typography: The State of the Art," 1980 AEJMC Conference, Columbia, MO

"Using AV Materials in Advertising Teaching," 1980 AAA Conference, Columbia, MO

"Typography and Legibility Research," 1980 AAA Conference, Columbia, MO

"A Q Study of Typographic Elements in Print Advertising," 1979 AEJMC Convention, Houston

"The Art of The Critique," 1979 AEJMC Convention, chair of multi-division session, Houston

"Form and Function: A Model for Analysis," 1978 AAA Convention, Columbus, SC

"Design Implications of the New Technology," 1978 AEJ Convention, chair of joint session with Graphics and Magazine Divisions, Seattle

"Graphics Education Survey: Part II," 1978 AEJMC Convention, Graphics Division, Seattle

"Advertising Design in the 70's," 1977, American Academy of Advertising (AAA), Minneapolis

"A Survey of Graphics Education," 1977 AEJMC Convention, Graphics Division, Madison WI

"More Than You Ever Wanted to Know About Women in Journalism Education," 1972 AEJMC Convention, Carbondale, Il., with Carol Oukrop and Ramona Rush

Monographs and Research Reports

"Professionals and Professors: A Study of Executive Career Changing in Advertising Education, "American Academy of Advertising, 1987

"Instructional Technology and its Use in Wyoming Public Schools," CJMC Media Research Report, 1984

"Teaching Production by Design," Graphics Division Monograph, Association for Education in Journalism, 1978

"Get the Facts: A Citizens Guide to Planning," Oblinger and Smith Planning Consultants Monograph, Wichita, 1973

"Communication and Citizen Participation," Center for Regional Planning, Kansas State University, 1969

International Seminars

"Tomorrow's Advertising in Today's Universities," International Advertising Association International Youth Congress, Cancun, Mexico, May 1994

"Integrated Marketing Communication," a 2-day seminar, sponsored by ACT and Malaysian 4As and 2As, Kuala Lumpur, June 1993, with Tom Duncan

"Trends and Issues in International Advertising," International Advertising Association, Athens, November, 1992, with Tom Duncan

"How to Teach the IAA Advanced Topic--How Advertising Works," IAA Educators Conference, Athens, November 1992

3-day Seminar on Advertising Effectiveness, sponsored by ACT and Malaysian 4As and 2As, Kuala Lumpur, August 1992, with Tom Duncan

Domestic Seminars

Conducted some 30 professional seminars and in-service workshops in integrated marketing

communications public relations, writing, layout and design, editing, typography, audio visuals and print production for such organizations as: Affiliated Advertising Association International, MarCom Interest Group (Boulder), International Association of Business Communicators, American College Public Relations Association, Council for the Advancement and Support of Education, Mid-America Health Conference, International Association of Business Communicators, Colorado, Kansas and Michigan Scholastic Press Associations, Kansas Press Association, Fashion Institute of America, American Dental Editors, National Education Editors, Journalism Education Association, and the National Interpretive Institute.

Honors

Lifetime Research Award, International Visual Literacy Association, Annual Conference, October 15,1994, Tempe AZ

1994 Woman of Achievement Award from Women in Communication, Denver Chapter, February, 1994

Fellow, Freedom Forum Media Studies Center, Columbia University, New York NY, 1993

Outstanding Faculty at Michigan State University, Spring, 1982 (The only award given by students at MSU to a faculty member and only one is awarded annually.)

EdPress Award for Excellence in Educational Journalism, Educational Press Association of America, Miami, 1976

Gold Quill Award for K-Stater tabloid, 1976 IABC conference, Denver

First Place Award for K-Stater magazine, 1976 CASE conference, Des Moines

Merit Award for K-Stater tabloid, 1976 CASE conference, Des Moines

Community Service Award, Manhattan, KS, 1974

Jo Caldwell Meyer Grant for Research in Human Understanding, Women in Communications, Inc., 1973

Excellence in Graduate Research Award for Masters Thesis, Department of Journalism and Mass Communication, Kansas State University, 1970, Ramona Rush, Advisor

Phi Kappa Phi Scholastic Honorary, 1970

PERSONAL DATA

Education

Ph. D. in Instructional Communication, 1975

Kansas State University, Department of Curriculum and Instruction

College of Education

Dissertation: "A Study of Media/Message Interaction"

M.S. in Journalism, 1970

Kansas State University, Department of Journalism and Mass Communications

Thesis: "A Study of Three Readability Methods in an Intergroup Communication Situation"

B.J. in Journalism, 1965

University of Missouri School of Journalism

Professional History

University of Colorado, 1984-present

School of Journalism and Mass Communication

Courses Taught: Copy and Layout, Advertising Campaigns, Publication Design and Production, PR Seminar (graduate level); PR Projects, Public Relations Principles, Visual Communication (graduate seminar), Message Effectiveness (graduate seminar), Advertising and Society, ProSeminar (Ph.D. theory seminar)

Michigan State University, 1978-1983

College of Communication Arts and Sciences, Department of Advertising

Courses Taught: Beginning and Advanced Creative Strategy, Graphics, Campaigns, Consumer Behavior, Public Relations, Management and Evaluation of Creative Strategy (graduate seminar)

University of Wyoming, 1983-84 (on leave from MSU)

Jayne Media Center, Director , College of Education

Courses Taught: Introduction to Instructional Communication, Visual Communication (graduate seminar)

Campbell Ewald Advertising Agency, Summer, 1980

Visiting Professor

Assignment: Developed a management evaluation program for the Personnel Department

University of Kansas, 1976-1978 William Allen White School of Journalism

Rank: Assistant Professor

Courses Taught: Advertising Copy and Layout, Campaigns, Graphics, Advertising Research, Public Relations, Research Problems (graduate seminar)

Kansas State University, 1973-1976

Office of University Publications

Job Titles: Acting Director, Alumni Editor (K-Stater tabloid and K-Stater magazine), University Editor, University Feature Writer

Kansas State University, 1968-70

Department of Journalism and Mass Communication

Rank: Visiting Instructor

Courses Taught: Public Relations, Magazine Editing, Publication

Production and Design, Magazine Writing,

Communication Services: Advertising and PR Consulting, 1968-1976, 1986-l988

Clients: Clark Heidtke Advertising (Cottrell's Mens Store, Michaels Corner in Danbury Hilton); Boyer Real Estate, Kiva Kamps, Crusader Life Insurance, Oblinger and Smith Planning Consultants, Coffeyville Urban Renewal Agency, KSU Center for Community and Regional Planning, Manhattan Developers Inc., McCullough Development Corp., Habitats Inc., Travel Unlimited, Textile Services Inc., Home Savings and Loan, Citizens State Bank, Modern Theatre for Youth, Kansas Quarterly, KSU Alumni Association, KSU Continuing Education Community Services Division, Chanute Tribune, KCK Urban Renewal Agency

Weisfield's Inc., In-house advertising agency, Seattle, 1970-1971

Job Title: Copy Chief for Valu-Mart and Weisfield's

University of Washington, 1970-1971, Washington Pre-College Testing Program

Job Title: Communication Specialist: Revised user information, developed advisory committee, public relations program

Urban Renewal Agency of Kansas City, KS, 1965-1968

Job Title: Information Officer and Editor of Change

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