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Research - Tim Christy

Expertise

  • Advertising Strategy
  • Digital Media
  • Audience Perceptions & Behaviors

Grants and Fellowships

    • 2007: University of Oregon School of Journalism and Communication Fighting Fund Teaching Innovation Grant
    • 2003: Association for Education in Journalism and Mass Communication Media Ethics Division Travel Grant
    • 1999: Direct Marketing Educational Foundation Fellowship

    Awards and Honors

    2011: Portland State University School of Business Administration
    Excellence in Undergraduate Teaching - Marketing/Advertising

    2011: American Ad Federation National Student Advertising Competition
    Advised advertising team to District 11 fourth place finish

    2010: American Ad Federation National Student Advertising Competition
    Co-advised advertising team to District 11 fourth place finish

    2009: Portland State University School of Business Administration
    Excellence in Undergraduate Teaching - Marketing/Advertising

    2009: American Ad Federation National Student Advertising Competition
    Co-advised advertising team to District 11 first place finish and 10th place
    national finish

    2003: University of Tennessee
    Citation for Extraordinary Professional Promise

    2003: University of Tennessee College of Communication & Information
    Outstanding Ph.D. Student

    2002: Sally Holder Johnson Memorial Scholarship

    2001: University of Tennessee College of Communications
    Outstanding Graduate Teaching Associate

    1999: Kappa Tau Alpha
    Induction into National Honor Society in Journalism + Mass Communication

    1999: Richard Joel Advertising Fund Scholarship

    1994: Psi Chi
    Induction into National Honor Society in Psychology

    Selected Recent Activity

    Refereed Publications

    Waller, D.S., Christy, T.P., & Fam, K.S. (2008). Perceptions of Offensive Advertising Elements: A China-U.S. Comparison. Journal of East-West Business, 14, 325-343.

    Christy, T.P., & Haley, E. (2008). The Influence of Advertising Context on Perceptions of Offense. Journal of Marketing Communications , 14, 271-291.

    Christy, T.P. (2006). Females' Perceptions of Offensive Advertising: The Importance of Values, Expectations, and Control. Journal of Current Issues & Research in Advertising , 28 (2), 15-32.

    Morrison, M., Christy, T.P., & Haley, E. (2003). Preparing Planners: Account Planning and the Advertising Curriculum. Journal of Advertising Education, 7(1), 5-20.

    Christy, T.P. (2003). A Qualitative Study of Consumer Reactions to Offensive Advertising. Dissertation Abstracts International , 64/09, 3123.

    Refereed Presentations and Proceedings

    Christy, T.P., & Haley, E. (2007). The Influence of Context on College Students' Perceptions of Advertising Offensiveness. Proceedings of the 2007 Conference of the American Academy of Advertising (Abstract), 69.

    Steele, J.R., & Christy, T.P. (2007). Young Adult Smoking in Context: A Comparative Study of Developmental and Sociocultural Factors in Two Midwestern Communities. Presented at the 3rd Conference on Emerging Adulthood, Tucson, AZ.

    Waller, D.S., & Christy, T.P (2006). A Study of Perceptions Toward Advertising Offensive Products: A Preliminary Study. Presented at the annual Australian & New Zealand American Studies Conference, Launceston, Australia.

    Christy, T.P., Haley, E., Kim, S., & Lambert, C.A. (2006). Shock and Awe: Context Effects on Advertising Offensiveness. Presented at the 28th Annual University of Tennessee College of Communication & Information
    Research Symposium, Knoxville, TN.

    Steele, J.R., Christy, T.P., Raymond, R., Pliego, G., & Kearney, I. (2005). Young Adults and Smoking: A Tale of Two Cities. Presented at the Minnesota Partnership for Action Against Tobacco Symposium and Grantee Conference, Minneapolis, MN.

    Christy, T.P., & Steele, J.R. (2005). Young Adults' Attitudes Toward Smoking in Metro and Non-Metro Communities. Presented at the annual National Conference on Tobacco or Health, Chicago, IL.

    Steele, J.R., Raymond, R., Kearney, I., Christy, T.P., & Alvi, S. (2005). Developmental, Sociocultural Factors are Key to Shaping Young Adult Intervention. Presented at the annual National Conference on Tobacco or Health, Chicago, IL..

    Christy, T.P. (2002). Toward an International Conceptualization of Offensive Advertising: A Qualitative Analysis of Audience Complaints. Presented at the annual national convention of the Association for Education in Journalism & Mass Communication, Miami, FL.

    Morrison, M., Christy, T.P., & Haley, E. (2002). The Integration of Account Planning in U.S. Advertising Agencies. Presented at the annual national convention of the Association for Education in Journalism & Mass Communication, Miami, FL.

    Christy, T.P., Morrison, M., & Haley, E. (2002). Mapping the Future Pedagogical Topography of Account Planning: Needed Direction and Skills. Proceedings of the 2002 Conference of the American Academy of Advertising
    (Abstract), 66.

    Morrison, M., Haley, E., & Christy, T.P. (2001). Preliminary Results from a Study of How Account Planning Is and Should Be Evaluated. Proceedings of the 2001 Conference of the American Academy of Advertising , 175-182.

    Book Reviews

    Christy, T.P. (2008). Review of "Value Creation: The Power of Brand Equity," by W. Neal & R. Strauss, Journal of Advertising Education , 12 (2).

    Christy, T.P. (2007). Review of "Sex in Consumer Culture: The Erotic Content of Media and Marketing," by T. Reichert & J. Lambiase (editors), Journal of Mass Media Ethics , 22 (1), 89-91.

    Works in Progress

    Christy, T.P., & Haley, E. (pilot study completed; data being collected). Editorial Environment's Effect on Offensiveness Level.

    Christy, T.P. (theory developed; data collected). Towards a More Reliable and Valid Measure of Offensive Advertising.

    Christy, T.P., & Christy, L.A. (project conceptualized). The Promotional Viability of Social Networking Sites - Consumer versus Practitioner Perspectives.

    Christy, T.P. (project conceptualized; research questions developed). The Use of Social Media as an Agency New Business Tool.

    Christy, T.P., & Haley, E. (project conceptualized). The Persuasive Power of the Inside Joke on Advertising Effectiveness.

     

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