Daniel Haygood

Professor of Strategic Communications

Schar Hall- Communications Bld, Office 214B 2850 Campus Box Elon, NC 27244

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, American Journalism, Media 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.

News & Notes

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

IME 674 – Digital Brand Communications – iMedia graduate course*

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

"Tel Ra Productions: The Unknown Story of a Philadelphia Production Company that Captured Americans’s Passion for Sports on Film in the Post-WWII Era" by Daniel M. Haygood. American Journalism 41(1), 86-119, 2024

“The Foundation of Televised College Basketball: Sports Network Incorporated’s Role in the Sport’s Rise to National Prominence” by Daniel M. Haygood. Broadcast Education Association. Las Vegas, NV, April 2024

"Black College Football’s Moment – The Story of the Grambling College Football Network” by Daniel M. Haygood. Association for Education in Journalism and Mass Communication Southeast Colloquium, Lexington, KY, March 2024

"The FInal Say on the Last Japanese World War II Holdout: The Asahi Shimbun’s “Ki no Hito” article series on Hiroo Onoda" by Daniel M. Haygood. American Journalism Historians Association in Columbus, OH, September, 2023

"The Creative Side of Rosser Reeves: An Exploration of the Poetry and Fiction of Advertising’s “Prince of the Hard Sell” by Daniel M. Haygood. Conference on Historical Analysis and Research in Marketing at Duke University in Durham, NC, June 2023

"More than the Voice of the NFL: The story of John Facenda’s Role as a Pioneering Newscaster in Philadelphia" by Daniel M. Haygood. Broadcast Education Association. Las Vegas, NV, April 2023

“Madame’s American Adventures: U.S. News Magazines’ Coverage of Madame Chiang Kai-shek’s 1943, 1944-45, and 1948 Visits to the United States." Media History 29(4), 554-573, 2023

“Igniting the Passion of Atlantic Coast Conference Basketball – The Story of Ray Reeve and the Tobacco Sports Network” by Daniel M. Haygood. Broadcast Education Association, Virtual Conference, April 2021

"Margaret Fishback Takes a Walk through the Creative Revolution: A Look at the Real-Life Lillian Boxfish and Her Extraordinary Copywriting Career" by Daniel M. Haygood, American Academy of Advertising, Virtual Conference, March 2021

"The Mouth of the South: An Exploration of the Contributions of Bill Currie, Voice of the Tar Heels, to the Rise of UNC and Atlantic Coast Conference Basketball," by Daniel M. Haygood, Southeast Colloquium for the Association for Education in Journalism and Mass Communication, Virtual Conference, March 2021

"Henry Luce’s American & Chinese century: An Analysis of U.S. News Magazines’ Coverage of General Chiang Kai-shek from 1936 to 1949" by Daniel M. Haygood and Glenn W. Scott, American Journalism, Winter 2021

°°°"Jump Ball: The Story of Raycom Sports and its Role in the Tipping Point for College Sports Broadcasting by Daniel M. Haygood, Broadcast Education Association. Las Vegas, NV, April 2020

“Spreading the Gospel of Hoops: How Television Helped Make Atlantic Coast Conference Basketball a Cultural Fixture in the South.” by Daniel M. Haygood. The Southern Quarterly: A Journal of Arts & Letters in the South 56(3), 28-46, 2019

"Hated Advertising Icon or Enlightened Renaissance Man: The Unknown Side of Rosser Reeves of Ted Bates & Company" by Daniel M. Haygood, American Journalism Historians Association, Dallas, TX, October 2019

"The Last Japanese WWII Holdout – Japanese & U.S. Newspaper Coverage of Hiro Onoda’s Thirty-Year War" by Daniel M. Haygood, Association for Education in Journalism and Mass Communication. Toronto, Ontario, August, 2019

°°"The Frank Leahy Show: The Story of How Notre Dame’s Football Coach Became the Model for Today’s Media-Savvy Coaches of Big-Time College Football" by Daniel M. Haygood, Broadcast Education Association, Las Vegas, NV, April 2019

“Getting the Job in Advertising: Hiring Decision Makers’ Perceived Value of Student-Run Communications Agency Experience for Recent Graduates” by Daniel M. Haygood, Hal Vincent, and Lee Bush, Journal of Advertising Education23(1), 22-28. 2019

*“Henry Luce’s American and Chinese Century: An Analysis of U.S. News Magazines’ Coverage of General Chiang Kai-shek from 1936 to 1949” by Daniel. M. Haygood and Glenn Scott, Association for Education in Journalism and Mass Communication, Washington DC, August 2018

“Globalization as Expressed by Global Brands: An Analysis of Countries and the Best Global Brands” by Daniel M. Haygood in Global Discourse in Fractured Times: Perspectives on Journalism, Media, Education, and Politics, edited by Yahya Kamalipour, United Kingdom, Cambridge Scholars Publishing, 2018

°°“TeleSports Digest: The Story of American Sports Television’s Original ESPN” by Daniel M. Haygood, Broadcast Education Association Conference, Las Vegas, NV, April 2018

“Student-Run Communications Agencies:Providing Students with Real World Experiences that Impact their Careers” by Lee Bush, Daniel M. Haygood, and Hal Vincent,” Journalism and Mass Communication Educator, 72: 4, December 2017

“WUNC-TV’s Broadvision: The Story of One of the Nation’s First Public Television Station’s Pioneering Venture into Sports Broadcasting” by Daniel M. Haygood, Broadcast Education Association Conference, Las Vegas, NV, April 2017

“Tel Ra Productions & TeleSports Digest: The Unknown Story of American Television’s Early Chronicler and Archivist of US Sports” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, Minneapolis, MN, August 2016

"Student-run communications agencies:Providing students with real world experiences that impact their careers" by Lee Bush, Daniel Haygood, and Harold Vincent, Association for Education in Journalism and Mass Communication, Minneapolis, MN, August 2016

“Hard Sell or Soft Sell? The Advertising Philosophies and Professional Relationship of Rosser Reeves and David Ogilvy” by Daniel M. Haygood, American Journalism, Volume 33, Number 2, 169-188, 2016

“Now We Move to Further Action: The Story of the Notre Dame Sunday Morning Replays” by Daniel M. Haygood, Association for Education in Journalism and Mass Communication, San Francisco, August 2015

"The Power of Political Boycott in Online Communities and Blogs: Exploring Online Political Debaters on the Korean Government’s Beef Trade Policies with the U.S. by Jae H. Park, Daniel M. Haygood and Hyun J. Yun Online Journal of Communication and Media Technologies, 4(2), 126-146, 2014

“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

°°°Top Paper Award (Second Place), History Division, BEA

°°Top Paper Award (First Place), History Division, BEA

°Top Paper Award (First Place), Advertising Division, Special Topics, AEJMC

Recent Invited Publications

“Eight Steps to More Creative Advertising” by Daniel M. Haygood, Communication: Journalism Education Today, Volume 50, Number 1, Fall 2016

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

*peer-reviewed

Service Activities

Promotion & Tenure Committee, 2023-Present

University Curriculum Committee, 2020-Present

Academic Council, 2017-2020

Committee on Committees, 2017-2018

University Faculty Research and Development Committee, 2015-2017

Adviser, Student Chapter of American Advertising Federation, 2010-2016

Chair, University Library Committee, 2015-2016

AEJMC President’s Committee: International Regional Conference Committee, Association for Education in Journalism and Mass Communication, 2013-2015

Previous service on Diversity Committee, Teacher-Scholar Committee, Library Committee and Technology Committee, School of Communications