Blakeman, Robyn. "Distance Learning the Left and Right of Curriculum Development." Paper presented at The Fourth International Conference on Knowledge, Culture and Management, Greenwich, England, (June 2004).
Blakeman, Robyn. The Bare Bones of Advertising Print Design. Boulder, CO: Rowman & Littlefield, (October 2004).
Fall, Lisa T. and P. G. Bourland-Davis. "Beyond the 'publish or perish' philosophy: A method for quantifying university-based service." Teaching Public Relations Monograph: 62 (2004).
Fall, Lisa T. "Tourism Place Branding: A Cost-Effective Strategy: The Case of the USA." In Destination Branding: Creating The Unique Destination Proposition. Oxford: Elsevier Ltd. (2004).
__________. "The increasing role of public relations as a crisis management function: An empirical examination of communication re-strategizing efforts among destination organization managers in the wake of September 11, 2001." Journal of Vacation Marketing, 10 (2004) (3): 238 - 252.
__________. "The Tourism Industry's Reaction in Action: Re-Strategizing Promotional Campaigns in the Wake of 9/11." Chapter in Language, Symbols, and the Media, Communication in the Aftermath of the World Trade Center Attack. Transaction Publishers, 175-202, (2004).
__________. "The significance of public relations in enhancing employee relations: Results from a tri-city employee relations audit." Business Research Yearbook 11, (2004).
Haygood, Daniel M. "Branding at a Small Advertising Agency: A Big Agency Trapped Inside a Small Agency's Body?" Paper presented at the National Conference of the Association for Education in Journalism and Mass Communication, (2004).
__________. "Maslow's Hierarchy of Needs: A Brand Development Model for Advertising." Paper presented at the National Conference of the Association for Education in Journalism and Mass Communication, (2004).
__________. "Henry Luce, Head Cheerleader for American Hegemony: Time Magazine's Coverage of Indonesia, 1965-1966." Paper presented at the National Conference of the Association for Education in Journalism and Mass Communication, (2004).
Hovland, Roxanne and Joyce Wolburg, "Historical Development of Consumer Culture." Paper presented at the Fourth International Conference on Knowledge, Culture and Change in Organizations, Greenwich, England, (2004).
Hovland, Roxanne, Carolynn McMahan and Tiffany Shoop. "Gender Role Portrayals in Mainstream American Magazine Advertisements and Magazine Advertisements Directed to Spanish Speaking Americans." Academy of International Business, (November 2004).
Hoy, Mariea Grubbs and J. Craig Andrews. "An Evaluation of Media-Content Rating Disclosures in the Entertainment Industry." Proceedings of the 2004 Conference of the American Academy of Advertising: 2004.
Hoy, Mariea Grubbs and J. Craig Andrews. "Adherence of Prime-Time Televised Advertising Disclosures to the 'Clear and Conspicuous' Standard: 1990 Versus 2002." Journal of Public Policy and Marketing 23 (2004): 170 - 182.
Hwang, J-S., and Sally J. McMillan. "How Consumers Think About 'Interactive Aspects of Web Advertising." In Yuan Goa (Ed.), Web Systems Design and Online Consumer Behavior, 69 - 89. Hershey, PA: Idea Group Publishing, (2004).
Knutson, B., J. Beck and L.T. Fall. "Marketing Research as a Key Component in Strategic Communication: A Case Study using Factor Analysis." Business Research Yearbook 11, (2004).
Kurgman, Dean M., Quinn, William H., Sung, Yongjun Sung and Margaret Morrison. "Understanding the Role of Cigarette Promotion and Youth Smoking in a Changing Marketing Environment." In Journal of Health Communication, (2004).
McMillan, Sally J. "Internet usage patterns: An examination of how interactive features and processes are utilized in the United States." Paper presented at the International Conference on Internet Communication in Intelligent Societies, (2004).
_________. "The Internet and Health Communication: Questions and Directions." Panel presentation at the Association for Education and Mass Communication conference, Toronto, Canada, (August 2004).
_________. "Ubiquity Extends to Senior Citizens: A Qualitative Exploration of How Seniors' Use the Internet for Health-Related Information." Paper presented at the National Conference of the Association of Internet Researchers, Brighton and Dove, England, (September 2004).
_________. "Internet Advertising: One Face or Many?" In Internet Advertising: Theory and Research (2nd ed) (2004).
McMillan, Sally J. and Margaret Morrison. "Coming of Age with the Internet: A Qualitative Exploration of How the Internet Has Become an Integral Part of Young People's Lives." In New Media and Society, (2004).
McMillan, Sally J., and Margaret Morrison. "Commercialization of cyberspace: Experiences and Expectations of Young Consumers." Paper presented at the Association for Education in Journalism and Mass Communication conference, Toronto, Canada, (August, 2004).
McMillan, Sally J., Juran Kim, and J-S Hwang. "Searching for the Riddle in the Web site: Coding Interactivity in Online Content Analysis." Proceedings of the American Academy of Advertising, 255-262, Miami, FL, (2004).
McMillan, S.J. "Matrix Re-examined: A Tool for Identifying Domains of Interactivity Research." Panel presentation at the American Academy of Advertising pre-conference, Baton Rouge, LA, (March 2004).
McMillan, S.J. "Report on Breast Health Outreach Research Project." Paper presented at the Central Highlands Research Roundtable, The Breaks, KY, (September 2004).
Morrison, Margaret and Eric Haley. "The Integration of Account Planning in U.S. Advertising Agencies." Journal of Advertising Research, (forthcoming).
Morrison, Margaret and Dean Krugman. "Dippin' and Chewin': Evaluating Smokeless Tobacco Spending in Magazines with Substantial Youth Readership, 1993-2003." Proceedings of the 2004 American Academy of Advertising, 52, (2004).
Morrison, Margaret. "Review of The Future of Advertising." In Journalism and Mass Communication Quarterly (2004).
Palenchar, M.J. & R. L. Heath. "Risk narratives: Multicultural publics, roles and communication process perceptions." Paper presented at the National Communication Association, Chicago, IL, (November 2004). Top Three Paper.
________. "Meeting Needs to Globalize Curricula in Science and Health Communications." Paper presented at the National Conference of the Association for Education in Journalism and Mass Communication, (August 2004).
Punyapiroje, Chompunuch and Margaret Morrison. "Behind the Smile: Reading Cultural Values in Thai Television Commercials." Paper presented at the National Conference of the 2004 Association for Education in Journalism and Mass Communication.
Shaw, Thomasena and Candace White. "Cross perceptions of public relations and journalism educators: Is the relationship improving?" Public Relations Review, Vol. 30, (2004) No. 4: 493 - 502.
Taylor, Ronald E. "Is An Alligator More Like A Mushroom Than (It Is) A Peach? Commodity Promotion Programs Since United Foods (2001)." Proceedings of the 2004 Conference of the American Academy of Advertising, 241-246.
White, Candace, Ronald E. Taylor and Inez Anselmi. "Inside the IAP: A Qualitative Analysis of Italian Self-Regulation." Proceedings of the 2004 National Conference of the American Academy of Advertising, 86-92.
White, Candace and Karen Miller Russell. "What's So Funny about Public Relations? An Analysis of PR Jokes and Cartoons." Paper presented at the 7th annual International Public Relations Research Conference, Miami, FL, (March 2004).