Loyola University Chicago

- Navigation -

Loyola University Chicago

School of Communication

Faculty & Staff Directory

Seung (Seung-Chul) Yoo, Ph.D.

Title/s: Assistant Professor of Digital Advertising

Office #: SOC 206

Phone: 312.915.6973

E-mail: syoo3 AT luc DOT edu

CV Link: Yoo CVApril2013.pdf

About

Seung (Seung-Chul) Yoo is an Assistant Professor of Digital Advertising in the School of Communication at Loyola University Chicago.

Dr. Yoo is an expert on new media marketing and a consultant on digital media technologies and interactive advertising. In his many years as an advertising professional, he worked as a sales promotion media planner at Cheil Worldwide (In-House Agency of Samsung Group) and a senior account manager at W Brand Connection (WPP Communication Group.) Also, he has been working as an international correspondent for Cheil Worldwide since 2008.

Dr. Yoo's research explores marketing communication through new media technologies (e.g., 3D virtual reality, augmented reality, haptics, face recognition tools, and digital holograms) with a focus on persuasion design. He worked on advertising effectiveness measurement projects at several leading companies such as CJ Media and Samsung Electronics.

His more than two hundred marketing and new media columns have appeared in a variety of industry magazines and his academic articles were published in the Journal of Advertising Research, Journal of the Academy of Marketing Science, Presence, Communication Research, and Cyberpsychology, Behavior, and Social Networking.

Dr. Yoo's recent digital media study about advertising in violent video games has been featured in many newspapers, magazines, and diverse online news outlets of several countries (e.g., U.S., U.K., France, Poland, Korea, Japan, and China.). He also wrote a book titled ‘Digital Signage for Integrated Marketing Communication (2011).’

Degrees

He holds a Ph.D. and M.A. in Advertising from The University of Texas at Austin and a B.B.A. from Sungkyunkwan University.

Program Areas

Digital Advertising

Research Interests

Digital Advertising / Marketing Technology / Retail Promotion / New Media & Media Effects

Courses Taught

Dr. Yoo is teaching New Media Technology, Principle of Advertising, Data Mining and Digital Analytics, Media Planning and new courses in Digital Advertising.

Awards

Research Grant

Granted $10,000 for the media research on the effectiveness of in-store advertising

Professional Awards

International Council of Societies of Industrial Design (ICSID), July 2001

Selected Publications

JOURNAL PUBLICATIONS

Yoo, S. & Peña, J. (2011), Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention, Cyberpsychology, Behavior, and Social Networking, 14(7-8).

Yim, Yi, Yoo, S., Till. D.T. & Eastin, M.S. (2010), In-store video advertising effectiveness: In-market field data, Journal of Advertising Research, 50(4).

BOOK

Yoo, S. (2011), Digital Signage for Integrated Marketing Communication, Seoul, Korea: POP Sign Press.

BOOK CHAPTERS

Yoo, S. (2013, in press), Ads are watching you: Advertising applications of facial recognition technology and privacy concerns, In Minette E. Drumright (editor), New Agendas in Communication: Ethics in Communications Professions, New York: Routledge.

Yoo, S. (2013, in press), Place storytelling: Creating story value for tourism marketing communication, In Euo Seo Park (editor), Tourism Products Planning & Management, Seoul, Korea: Hakhyunsa. 

CONFERENCE PAPERS

Yoo, S., Peña, J., & Drumwright, M. (2013, February), Unconscious shoppers in virtual retail space: The impact of automatic priming and assimilation/contrast effect on consumers’ perceptions and behaviors, Accepted to the Marketing Management Association's 2013 Spring Conference in Chicago, IL.

Yoo, S., Peña, J., & Drumwright, M. (2013, April), Unconscious shoppers in virtual retail space: The impact of automatic priming on consumers’ perceptions, Accepted to the 2013 American Academy of Advertising Conference in Albuquerque, New Mexico.

Yoo, S. & Eastin, M.S. (2013, April), Health games for anti-smoking advertising targeting young college students, Accepted to the 2013 American Academy of Advertising Conference in Albuquerque, New Mexico.

Cho, E. & Yoo, S. (2012), Effects of violent television programs on advertising effectiveness among young children, Presented to the 2012 the Association for Education in Journalism and Mass Communication in Chicago, IL.

Yoo, S. (2012, March), Ads are watching you: Advertising Applications of Facial Recognition Technology and Privacy Concerns, Presented to the 2012 the New Agenda project on Ethics in Communication Professions Conference in Austin, TX.

Peña, J. & Yoo, S. (2012, May), Under pressure: Avatar appearance and cognitive load effects on persuasion, trust, bargaining, and interpersonal distance in a virtual store, Presented to the 2012 International Communication Association Convention in Phoenix, AZ.

Yim, Yi, Yoo, S., & Till. D.T. (2011, April), How Hedonic Consumers Behave in a Utilitarian Retail Store: A Field Study, Presented to the 2011 Conference of the American Academy of Advertising in Mesa, AZ.

Yoo, S. & Eastin, M.S. (2010, November), Does media context matter? Effects of brand contextualization on memory and attitude toward advertised brands in digital games, Proceedings of the 96th National Communication Association Annual Convention in San Francisco, CA. 

Yoo, S. & Peña, J. (2010, June), Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention, Proceedings of the 2010 International Communication Association Convention in Singapore.

Yoo, S. & Eastin, M.S. (2010, March), Brand contextualization in virtual worlds: The role of game environment and advertising congruence, Proceedings of the 2010 Conference of the American Academy of Advertising in Minneapolis, MN.

Yim, Yi, Yoo, S., Till. D.T. & Eastin, M.S. (2009, March), In-store video advertising effectiveness: A field experiment, Proceedings of the 2009 Conference of the American Academy of Advertising in Cincinnati, OH.

Peña, J. & Yoo, S. (2012, May), Under pressure: Avatar appearance and cognitive load effects on persuasion, trust, bargaining, and interpersonal distance in a virtual store, Presented to the 2012 International Communication Association Convention in Phoenix, AZ.

Loyola

School of Communication · 820 N. Michigan Ave
Water Tower Campus · Chicago, IL 60611
Phone: 312.915.6548 · Fax: 312.915.6955
E-mail: LoyolaSOC@luc.edu

Notice of Non-discriminatory Policy