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GMRI & Kent Lancaster

GMRI & Kent Lancaster

Global Media Research, Inc. (GMRI) provides a variety of media research, consulting, planning services, and software for the advertising industry, advertising education, and litigation support. The company was founded in 2000 by Kent M. Lancaster, Ph.D., who also is an Adjunct Professor of Advertising at the University of Miami, and who has been a Visiting Professor of Advertising and Public Relations at Florida International University. Prior to this, Dr. Lancaster was a tenured Professor of Advertising in the College of Journalism and Communications at the University of Florida, where he also served as the Gannett Distinguished Visiting Professor of Advertising, and tenured Associate Professor of Advertising at the University of Illinois at Urbana-Champaign. His Ph.D. in mass media and MA in advertising are from Michigan State University, while his BS in Business Administration (Advertising) is from Ferris State University.

Research

Kent's research focuses on the economics of advertising and advertising media. He has published more than 70 research reports, which have appeared in numerous publications, including:
  • Journal of Business
  • Journal of Public Policy and Marketing
  • Journal of Advertising
  • Journal of Current Issues and Research in Advertising
  • Journal of International Advertising
  • Journal of Advertising Research
  • Journal of Advertising History
  • Journal of Consumer Affairs
  • Journalism Quarterly
  • Journal of Marketing Education
  • Journal of Media Planning
  • Journalism Educator
  • Marketing and Media Decisions
His research has also appeared in the proceedings of the American Academy of Advertising, the American Marketing Association, the European Marketing Academy, and the American Statistical Association.

Media Planning Software

Kent has invented and created several media planning and optimization packages, including underlying research, modeling, and source code for Windows and Apple Mac, iOS iPad, iPhone, and Watch. Some of these were purchased or absorbed and distributed by a global media software house, where Dr. Lancaster served as a consultant on advanced media research analytics with special emphasis on media reach and frequency. Libraries were built from many of these underlying algorithms as part of other products, which Dr. Lancaster helped to further develop and support. These encompassed single- and multi-media user applications and APIs supporting numerous international consumer databases and media, including web and digital media, network and spot TV, magazines, newspapers, supplements, network, spot and streaming radio, out-of-home, and marketing ROI, among others.

Editorial and Consulting Work

Kent has served on the editorial boards of the Journal of Interactive Advertising, Journal of Media Planning, and Journal of Advertising, and as Treasurer of the American Academy of Advertising. He also is a consultant in advertising media planning, budgeting, and market analysis to a variety of organizations and has served as a media expert witness in more than 50 federal and state cases. These cases have involved international, national, regional, and state-wide class action mass media notice plans and individual notice plans, media competition, antitrust, product recall, corrective advertising media planning and evaluation, and bankruptcy publication and individual notice. He has co-authored two refereed articles and a book chapter on developing and evaluating class action notice media schedules and content.

Courses Taught (Graduate and Undergraduate):

Dr. Lancaster has taught a variety of graduate and undergraduate courses and most recently has focused on Media Planning, Social Media Analytics, and Mobile Application Development.
  • “Advertising Media Planning” (STC 388)
  • “Social Media Analytics” (STC 444, STC 629, COM 609)
  • “Mobile Application Development” (CIM 413-613)
  • “Advanced Promotional Writing” (undergraduate)
  • “Seminar in New, Evolving and Interactive Media” (MMC 6402)
  • “Advanced Advertising Media Planning and Strategy” (ADV 6305)
  • “Advertising Research” (ADV 3501)
  • “Mass Media Audience Measurement” (MMC 6402)