Shannon Bichard

Biography

I was born and raised in sunny Orlando, Florida. I'm a beach bum at heart, but I also love my "day job." I get to work daily with the most amazing students and faculty at a University that I passionately believe in. Texas Tech has been my academic home since 2001 and I have served as Chair for the Advertising & Brand Strategy Department since 2012. I absolutely love my job!

Research

My research has always centered on new media (currently social media). I am intrigued by the impact new forms of media have on society- specifically underrepresented groups such as older adults and children. I enjoy using content analysis and survey methodology to pursue studies related to framing, persuasion, and motivations for media use. I also enjoy analyzing Super Bowl ads each year from a variety of perspectives. 

Methodologies

• Content Analysis
• In-Depth Interviews
• Focus Group Interviews
• Survey

Research Areas

• Social media
• Visual communication
• Entertainment
• Children

Selected Publications

• Densley, R.L., Sauermilch, W., Cardenas, J.F., Bichard, S., & Neufeld-Wall, M. (2024). Media parenting in a pandemic: Understanding U.S. parents’ motivations for parental mediation during the COVID-19 lockdown. Journal of Children & Media, 19(2), 267-286.
• Bankhead, B., Bichard, S., Seltzer, T. K., Thompson, L. A., Chambers, B., Davis, B., Knowlton, L., Tatebe, L., Vella, M., & Dumas, R. (2023). Bias in the trauma bay: A multicenter qualitative study on team communication. Journal of Trauma & Acute Care Surgery, 94(6).
• Craig, C., Brooks, M.E., & Bichard, S. (2023). Podcasting on purpose: Exploring motivations for podcast use among young adults. International Journal of Listening, 37(1), 39-48.
• Brooks, M.E., Bichard, S. & Craig, C. (2022) Advercasting: Young adult preferences for advertising placement in podcasts, Advertising & Society Quarterly, 23(4)
• Craig, C., Bichard, S., & Brooks, M.E. (2021). Super Bowl LI advertisers strategic playbook: Brand promotion working overtime. Southwestern Mass Communication Journal, 37(1), 1-17
• Gong, Z. & Bichard, S. (2018). This Offer Self-Destructs in 3, 2, 1,: Improving the Effectiveness of "That's-Not-All" Techniques in Promotional Emails. Journal of Promotion Management, 24(1), p 39-56.
• Brooks, M., Bichard, S., & Craig, C. (2016) What's the Score?: A Content Analysis of Mature Adults in Super Bowl Commercials, Howard Journal of Communications, 27(4), p 347-366.
• Parmelee, J. & Bichard, S. (2012). Politics & The Twitter Revolution: How Tweets Influence the Relationship between Political Leaders and the Public. Lexington Books. 

Teaching Focus

I am very passionate about teaching and mentoring students. At the undergraduate level, I often teach principles of advertising, advertising special topics, and advertising campaigns. At the graduate level, I teach the pedagogy course, branding seminar, or integrated communication campaigns. I also enjoy working with students on independent projects that are relevant to their career goals.

• Principles of Advertising ADV 3310
• Advertising Special Topics ADV 4301
• Advertising Campaigns ADV 4412
• Mass Communications Pedagogy MCOM 6302
• Integrated Communications Campaigns MCOM 6315

Leadership & Awards

I am very proud to have received the 2023 AAF Silver Medal Lifetime Achievement Award from the local chapter of the American Advertising Federation. AAF Lubbock also selected me as the AT&T Educator of the Year in 2013. I feel very honored to serve our local district. I have also received the TTU President's Excellence in Teaching Award and the CoMC Outstanding Research Award (as the college nominee for the Barnie E. Rushing Jr. Faculty Research Award) and was inducted into the TTU Teaching Academy in 2006.

One of the most rewarding parts of my job is serving as the faculty advisor for our National Student Advertising Competition Team (Bullet Ad Team). I've had the fortunate opportunity to work as the advisor for the team since 2002. Select students work each year to complete a marketing campaign for a real client and then present their campaign at the 10th district AAF competition. We have advanced nationally numerous times and even won 1^st place in the national championship in 2022. I love watching the team unite around a real-world competitive challenge. Mentoring students and guiding them through the campaign development process is an amazing journey each and every year!