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John Eighmey, Ph.D.
Mithun Chair in Advertising
John Eighmey is the Raymond O. Mithun Chair in Advertising in the University of Minnesota's School of Journalism and Mass Communication. He is a specialist in the development of consumer-driven advertising strategies for national brands.
This coming August, Eighmey and doctoral student Rebecca Swenson will present their paper "Salesmanship-in-Print and the Ownership of Consumer Desire: Lessons from Judicious Advertising, 1915-1925" at the Annual Conference of the Association for Education in Journalism.
Also in 2007, Eighmey and George Anhelcev won the Top Faculty Paper Award in the Advertising Division for the Annual Conference of the Association for Education in Journalism and Mass Communication. The paper is titled "Motivation Crowding: The Hidden Costs of Introducing an Incentive in Advertising to Promote Intrinsic Behavior."
In 2006, his article "Why Do Youth Enlist? Identification of Underlying Themes" was published in Armed Forces & Society, Vol. 32, No. 2, (January, 2006). Also in 2006, "Brand Zealotry: What is it, and who are the zealots?" written with Sela Sar and George Anghelcev, was published in the proceedings of the 2006 conference of the American Academy of Advertising.
In 2005, "Complementary Roles of Dual Process Models, Theory of Reasoned Action, Media Priming and the Concept of Consideration in the Development of Advertising Message Strategies" was published as a chapter in
Kardes, F.R., Herr, P.M. & Nantel, J. (Eds.), Applying Social Cognition to Consumer-Focused Strategy. Lawrence Erlbaum Associates: Mahwah, NJ. This chapter was co-authored with Wanda Siu, now a member of the faculty of the Chinese University of Hong Kong.
An earlier article, "Profiling User Responses to Commercial Websites" published in the May-June, 1997 issue of the Journal of Advertising Research has been cited by 197 articles and books about Internet advertising and marketing. A biliographic analysis of citiations from key sources has identified Eighmey as one of the 10 most widely cited scholars on Internet advertising (see Journal of Advertising, Spring 2008).
From 2000 through 2003, Eighmey served as a member of the National Academy of Sciences Committee on the Youth Population and Military Recruiting. This committee was established in January, 2000 at the request of the U.S. Department of Defense to examine the youth population and military recruiting policies and practices.
In January, 2003, The National Academies Press published a book written by the NAS Committee on the Youth Population and Military Recruiting. It is titled Attitudes, Aptitudes, and Aspirations of American Youth: Implications for Military Recruitment. In 2004, the committee members completed a second book, also published by the National Academies Press, titled Evaluating Military Advertising and Recruiting: Theory and Methods.
Eighmey has extensive professional experience in the advertising industry and has been a faculty member at Notre Dame University, the Medill School of Journalism at Northwestern University, the University of Alabama, and Iowa State University.
From July, 1996 to July, 2003, Eighmey led a successful $18 million fund-raising campaign to found the Greenlee School of Journalism and Communication at Iowa State University. While at ISU, Eighmey was recognized with the Provost's Visionary Award for "creativity in higher education" for his Kellogg Foundation sponsored project to develop an educator network in Iowa to support journalism education in Iowa's 15 community colleges and 4-year colleges. The Iowa Newspaper Association recognized Eighmey as a "Friend of Iowa Newspapers" for his efforts encouraging the foundations of the three state supported universities in Iowa to provide more complete access to information concerning foundation records and activities. In June, 2003, the Iowa College Media Association established the John Eighmey Service Award to recognize individuals who advance journalism education in Iowa.
From 1980 to 1989 he was a member of the senior management of the New York office of Young & Rubicam, one of the world's largest advertising agencies. At Y&R, he first served as Vice President and Director of Account Research Services. This position was first created and held by George Gallup. In 1984, Eighmey was promoted to Senior Vice President and Manager of Creative Services. In that position he was responsible for the 330-person creative and production departments at Y&R in New York. While working at Y&RNY, Eighmey also served as an adjunct associate professor of marketing at Wharton.
In 1976 and 1977, Eighmey served as Deputy Assistant Director for National Advertising (and manager of the advertising substantiation program) at the Federal Trade Commission in Washington, D.C. Eighmey was awarded the Superior Service Award of the Federal Trade Commission for "unprecedented achievements in applying his learning and insights to all the programs of the Division of National Advertising." He was the first non-lawyer to hold a managerial position in the FTC's Bureau of Consumer Protection.
Eighmey is a member of the editorial review boards of the Journal of Advertising Research and the Journal of Interactive Advertising. He served two three-year terms on the Accrediting Committee of the Accrediting Council on Education in Journalism and Mass Communication. Eighmey holds a doctorate in Business Administration (Marketing) from the University of Iowa.
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Eighmey's most recent journal article "Harlow Gale and the Origins of the Psychology of Advertising" written with Sela Sar was published in the Winter, 2007 issue of the Journal of Advertising.