Daniel Haygood

Associate Professor of Communications
McEwen - Comm. 216E
2850 Campus Box
Elon, NC 27244
dhaygood@elon.edu (336) 278-5736

Brief Biography

Daniel Marshall Haygood brings 20 years of experience to his advertising and communication classes, including 12 in account management at D'Arcy Masius Benton & Bowles in New York and Tokyo. He was vice president/group account director, directing DMB&B’s joint venture in Tokyo, and interim managing director for the agency’s Beijing office. His research interests focus on advertising/media history and sports broadcasting/advertising. Haygood’s research has been published in Journal of Advertising Research, Journalism History, Sports Marketing Quarterly and International Journal of Instructional Media. He previously taught at the University of Tennessee, where he was awarded the 2007 UT College of Communication Outstanding Teaching Award.

Education

Ph.D., School of Journalism and Mass Communication, University of North Carolina at Chapel Hill

M.A., School of Journalism and Mass Communication, University of North Carolina at Chapel Hill

B.A., North Carolina State University, Business Management and Speech Communication

Courses Taught

COM 338 – Advertising in Society

COM 438 – Advertising Techniques

COM 338-OL – Advertising in Society – Online Class*

COM 376-OL – Digital Brand Communications – Online Class*

COM 495 – Great Ideas: Capstone in Communications

COM 100 – Communications in a Global Age

COM 330 - International Communications

GST 418 – Elon in NYC – Madison Avenue Portion

COM 491 – Independent Study

COM 342 – Sports Information

* created and developed

Research

Selected Recent Publications and Conference Presentations

*“The Many Lives of the USP: A History of Advertising’s Famous and Infamous Unique Selling Proposition” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, Montreal, August 2014

°*“A Case History of Small Advertising Agency Leadership: An In-Depth Look at Knoxville’s Lavidge & Associates” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, Montreal, August 2014

*“This Has Been a C. D. Chesley Production: The Story Behind the Early Broadcasting and Sponsoring of Atlantic Coast Conference Basketball” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, Washington DC, August 2013

*“Creative Reconstruction in Tokyo: The Rebuilding of an American/Japanese Advertising Agency” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, Chicago, Illinois, August 2012

*“Trust Me! Wikipedia’s Credibility Among College Students” by Naeemah Clark, Daniel Haygood, and Ken Levine, International Journal of Instructional Media, Volume 38, Number 1, 2011 

*“Change: Young Voters Speak During the 2008 Presidential Primary Season” by Ken Levine, Naeemah Clark, Dan Haygood, and R. A. Muenchen, American Behavioral Scientist, Winter/Spring 2011, Volume 55, Number 4

*“The Power of Political Boycott in Online Communities and Blogs: Exploring Online Political Debaters” by Jae Park, Daniel M. Haygood, and Hyun Yun, Midwest Political Science Association, Chicago, Illinois; March 2011

*“This Has Been a C.D. Chesley Production: The Story Behind the Early Broadcasting of Atlantic Coast Conference Basketball” by Daniel M. Haygood, Broadcast Education Association (District II Region), Elon, North Carolina, September 2010

*“New Business Pursuit at a Small Advertising Agency: An Emerging Model” by Daniel M. Haygood and Jae Park, Association for Education in Journalism and Mass Communication, Denver, Colorado, August 2010

*“Globalization as Expressed by Global Brands: An Updated Analysis of Countries and the Best Global Brands” by Daniel M. Haygood, American Academy of Advertising, Minneapolis, Minnesota, March 2010

*“Henry Luce’s Anti-Communist Legacy: An Analysis of U.S. News Magazine’s Coverage of China’s Cultural Revolution” by Daniel M. Haygood, Journalism History, Summer 2009, Volume 35, Number 2

*“From the Few to the Many: A Study of College Student’s Engagement in the New Media World” by Ken Levine, Naeemah Clark, and Daniel. M. Haygood, Southern States Communication Association, Norfolk, Virginia, April 2009

*“Sailing with the Pilot: The Brand and Advertising that Helped Make the Atlantic Coast Conference One of the Premier College Basketball Conferences in the Nation” by Daniel M. Haygood, Conference of American Academy of Advertising Cincinnati, Ohio, March 2009

°Top Paper Award, Advertising Division, Special Topics, AEJMC

Recent Invited Publications

“Five Ways Understanding Branding Can Strengthen Advertising” by Daniel M. Haygood, Communication: Journalism Education Today, Volume 47, Number 3, Spring 2014

“The ACC on TV: Through Parts of Seven Decades, From C.D. Chesley to Raycom Sports, ACC Basketball Has Gained TV Exposure Through Partnerships, Distribution, Innovation” by Daniel M. Haygood, ACC Sports Journal, Volume 36, Number 3, Spring 2013

“Sail with the Pilot: Popular, Unforgettable Ad Jingle Entwined with Early ACC History” by Daniel M. Haygood, ACC Sports Journal, February/March 2011

*peer-reviewed

Service Activities

Adviser, Student Chapter of American Advertising Federation

Director, Elon’s Digital Marketing Roundtables

Diversity Committee, School of Communications

AEJMC President’s Committee: International Regional Conference Committee, Association for Education in Journalism and Mass Communication

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