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Dr. Osei Appiah
Associate Professor
Contact Information
School of Communication
The Ohio State University
3032 Derby Hall
154 North Oval Mall
Columbus, OH 43210
Tel. (614) 292-6927
Fax. (614) 292-2055
appiah.2@osu.edu
Qualifications
B.A., Santa Clara University
M.S., Cornell University
Ph.D., Stanford University
Profile
I enjoy teaching courses that examine the strategic design, execution, and evaluation of advertising and other promotional elements in the marketing communications process. In my courses such as Advertising and Society, and Strategic Communication, I attempt to provide an academic perspective rooted in theory while utilizing my professional experience in market research, product marketing, and sports marketing. I hope students who take my courses will find them lively, practical, and intellectually stimulating. Moreover, I hope students in my courses will gain a better understanding of and appreciation for mass communication and begin to value the practical application of academic research in solving real-world marketing communication problems.
I have a deep-seated interest in how ethnic minority consumers use and are affected by both media and media messages. My research is driven by my desire to discover more effective ways to reach ethnic minorities with messages they can identify with and trust. This is particularly important given ethnic minorities are difficult to reach with media messages because many believe media messages are directed at the general market and doubt messages from mainstream sources. My research attempts to uncover the most effective ways to get ethnic minorities to attend to and act upon messages from traditional and new media.
Given my research often focuses on advertising, I feel compelled to watch a lot of television and television commercials. During the commercial breaks I enjoy watching Boston Public, Law & Order, Wanda, the Bernie Mac Show, and the Practice. Occasionally, you can catch me playing basketball in the rec center, using my famous "cross-over" dribble to shake unsuspecting undergrads and anyone else who may falsely believe I'm too old and slow to still be playing. I am a playground legend in my hometown of Long Beach, California.
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