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About Kent Lancaster


About Kent Lancaster

Kent Lancaster is President of Global Media Research, Inc., which provides a variety of media research and planning services and software for the advertising and litigation support industries. He also is an Adjunct Professor of Advertising at the University of Miami. Previously, Kent was Professor of Advertising at the College of Journalism and Communications at the University of Florida for 12 years, where he had also served as the Gannett Distinguished Visiting Professor of Advertising. Before that, Kent was Associate Professor of Advertising at the University of Illinois, where he taught for 10 years. 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 advertising media and the economics of advertising. He has published more than 70 research reports, which have appeared in the 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, and in the proceedings of the American Academy of Advertising, the American Marketing Association, the European Marketing Academy, and the American Statistical Association.

Books & Software

He has written several books and computer software packages, including ADplus: For Multi-media Advertising Planning (distributed worldwide by Telmar Information Services Corp.); Strategic Media Planning (with Helen Katz, published by NTC Business Books; Japanese edition translated by Shizue Kishi and Sei Takeuchi, published by Nikkei Advertising Research Institute, Tokyo, Japan); and ADLAB: For Advertising Media Planning on the IBM, Macintosh, and Compatibles (McGraw-Hill). Kent also helps develop and support other software products for Telmar. A few of these include: Keystone Cross Media™ planner for Apple iPhone, iPad and Watch, the industry's first multi-media reach-frequency-optimization planning system for these mobile platforms; InterMix and Multi-media Mix, which integrate results from many other media planning systems to generate multi-media reach-frequency-optimization estimates; plus several executable libraries that support various multi-media and television reach-frequency-optimization systems.

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.


Kent Lancaster

Courses Taught (graduate & undergraduate):

  • “Advertising Media Planning” (STC 388)
  • “Social Media Analytics” (STC 490)
  • “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)