Pradnya R. Joshi. Education. Awards and Achievements
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1 Pradnya R. Joshi PhD Candidate Department of Advertising+PR Michigan State University Starting Date: Aug 2012 Expected Date of Completion: Aug 2016 Contact Information 3706 Kiskadee Drive, East Lansing, MI, Ph.: Education 2012 Present Ph.D. Candidate Department of Advertising+PR, Michigan State University Masters in Advertising Michigan State University, GPA: Master of Business Administration University of Pune (India) Major: Marketing Master of Commerce University of Mumbai (India) Major: Management Bachelor of Commerce University of Mumbai (India) Major: Accounting and Finance Awards and Achievements 2016 Dissertation Completion Fellowship by the Graduate School, Michigan State University Winner of the American Academy of Advertising Dissertation Competition 2016 Summer Research Fellowship, Department of AD+PR, Michigan State University 2015 Marie Louise Gephart Donnell Scholarship, Michigan State University 2014 Marie Louise Gephart Donnell Scholarship, Michigan State University 2014 Rifon Family Research Fellowship Award, Michigan State University 2014 Travel Scholarship for Outstanding Student, Michigan State University 2014 American Academy of Advertising Conference Travel Award 2014 Best Junior Symposium Presentation prize, Michigan State University Best Presentation Award at 2014 Environmental Sciences and Policy Program Symposium 2008 Reece Advertising Scholarship, Michigan State University Secured highest grade in the MBA class of 2005, Mahatma Gandhi Institute of Management and Research Star of the Program Award, 2005, Mahatma Gandhi Institute of Management and Research
2 Publications Joshi P. Buying Green for the Universe: A Cross cultural Examination of the effect of congruency between self construal, environmental concern and environmental ad appeals on attitudes and purchase intention for environmentally friendly products. Under Review: International Journal of Advertising Kononova A., Joshi P., Smreker K., Cotton S., and Al Riyami A., Having it all: How Silent Generation & Baby Boomers use and multitask with traditional and new media Manuscript being prepared Target Journal: Aging and Society Joshi P. (2016). Effect of Congruency between Self Construal, Environmental Concern, and Environmental Ad Appeals on Attitudes and Purchase Intention: A Cross Cultural Examination. Proceedings of the 2014 American Academy of Advertising Annual Conference (Forthcoming). Joshi P. & Kronrod A. (2015). Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness. Proceedings of the 2015 American Academy of Advertising Annual Conference (p. 98). Joshi P. (2015). The Link between Self Construal, Environmental Concern, and Response to Green Ad Claims a Cross Cultural Comparison. In NA Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research (P. 791). Joshi P., Kronrod A., & Lowrey T. (2014). Sounds Convey Metaphorical Meaning of Environmentally Friendly Products. In NA Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN: Association for Consumer Research (P. 789). Joshi P., Kim s., & Rifon N. J. (2014). Effects of Green Ad Claims and the Moderating Effects of Generational Cohort on Perceived Green Product Value. Proceedings of the 2014 American Academy of Advertising Annual Conference (p. 7). Lou C., Joshi P., & Joo E. (2014). Anonymous vs. Non anonymous Commenters: The Influence of Visual Anonymity and Comments Valence on Consumers Purchase Intention toward Products Sold on Social Commerce Website. Proceedings of 2014 Association for Education in Journalism and Mass Communication Conference. Conference presentations Ran Duan*, Pradnya Joshi*, Yadira Nieves*, Tony Van Witsen*, Bruno Takahashi (*shared first authorship). Eco friendly or Economic? Examining Reuse Behaviors
3 using the Value Belief Norm Theory. Association for Environmental Studies and Sciences Annual Conference, June , Washington DC. Anastasia Kononova, Karen Smreker, Pradnya Joshi, Sheila Cotton, and Abdullah Al Riyami, Having it all: How Silent Generation & Baby Boomers use and multitask with traditional and new media. Annual meeting of the American Society on Aging, March 20 24, 2016, Washington, DC. Pradnya Joshi, The link Between Self Construal, Environmental Concern and Response to Green Ad Claims a Cross Cultural Comparison. Association for Consumer Research (ACR) 2015 North American Conference, Oct 1 4, 2015, New Orleans, LA. Pradnya Joshi, Cross Cultural Advertising for Green Products: The link Between Self Construal, Environmental Concern and Response to Green Ad Claims. Summer Marketing Educators' Conference, August , Chicago, IL. Pradnya Joshi, and Ann Kronrod, The Ability of Brand Name Sounds to Metaphorically Convey Environmental Friendliness. Summer Marketing Educators' Conference, August , Chicago, IL. Pradnya Joshi, and Ann Kronrod, Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness. American Academy of Advertising Annual Conference, March 26 29, 2015, Chicago, IL. Pradnya Joshi, Ann Kronrod and Tina Lowery, Can Sounds Convey Metaphorical Meaning of Brand Names? An Examination of Green Brand Names. Association for Consumer Research (ACR) 2014 North American Conference, Oct 23 26, 2014, Baltimore, MD. Pradnya Joshi, The Effect of Self Construal and Environmental Concern on Response to Green Ads: A Cross Cultural Study Environmental Sciences and Policy Program Symposium, October 10, 2014, East Lansing, MI. Pradnya Joshi, Soo Kyong Kim, and Nora J. Rifon (2014), Effects of Green Ad Claims and the Moderating Effects of Generational Cohort on Perceived Green Product Value. American Academy of Advertising Annual Conference, March 27 30, 2014, Atlanta, GA. Chen Lou, Pradnya Joshi, and Eunsin Joo, Anonymous vs. Non anonymous Commenters: The Influence of Visual Anonymity and Comments Valence on Consumers Purchase Intention toward Products Sold on Social Commerce Website Association for Education in Journalism and Mass Communication Conference 2014 (AEJMC), August 6 9, 2014, Montreal, Canada.
4 On Going Research Projects Pradnya Joshi, How Functional and Environmental Attributes of Green Products affect product purchase decisions Pradnya Joshi and Ann Kronrod, How Brand Name Sounds Convey Indirect Product Attributes through Metaphorical Meanings: An Examination of Green Brand Names Pradnya Joshi, Effect of Self Construal and Environmental Concern on Attitudes and Purchase Intentions in Response to Green Ad Appeals A Cross Cultural Study comparing India, USA and China Anastasia Kononova, Karen Smreker, Pradnya Joshi, Sheila Cotton, and Abdullah Al Riyami, Having it all: How Silent Generation & Baby Boomers use and multitask with traditional and new media" Grant Writing Experience Summer 2013 Research Assistant, Department of Advertising and PR, MSU Assisted Dr. Ann Kronrod in preparation of NIH R01 grant proposal Searched and compiled relevant literature, and supporting secondary data Prepared parts of the grant narrative Prepared supporting documents, including, Inclusion of sample, Protection of human subjects, Targeted planned enrollment and investigators bio sketches Organized focus group studies, including prescreening participants, preparing mediator guides and conducting the focus groups Assisted in data analysis, including power analyses Teaching Experience Fall 2015 Present Media Planning and Buying, Michigan State University Role: Course Co Instructor In class instruction, independently holding class sessions, developing and conducting course syllabus, developing study materials, lectures, in class activities and evaluation modules Summer 2015 Advertising and Society, Michigan State University Role: Course Instructor Online course, Developing and conducting course syllabus, developing study materials, lectures and evaluation modules, conducting class using online learning platform D2L. Fall 2013 Spring 2015 Advertising and Society, Michigan State University Role: Teaching Assistant Spring 2013 Writing for Public Relations, Michigan State University
5 Role: Teaching Assistant Fall 2012 Copywriting and Art Direction, Michigan State University Role: Teaching Assistant Academic Service 2014 MA Poster Defense Judge Selected to evaluate research and internship posters at the MA student defense forum, Department of Advertising + PR, Michigan State University Guest Lectures Spring 2016: Speaking about green marketing and corporate social responsibility in a graduate level course titled Social Marketing. Fall 2015: Speaking about use of meaningless brand names and ability of sounds to convey product attributes in a graduate level course titled, Strategic Brand Communication. Professional Affiliations American Academy of Advertising Association for Consumer Research American Marketing Association Association for Education in Journalism and Mass Communication, Reviewer for the 2016 Annual conference, Advertising division Journal of Consumer Research (Trainee Reviewer) Industry Experience Marketing Assistant, Symbiosis International, Lansing Feb 09 Oct 09 Managed the creative development and execution process for campaigns and online advertisements. Developed and implemented Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies. Development of landing pages and related keywordrich content. Managed SEM campaigns, identify keywords, create copy, and optimize bidding strategies for campaigns with Google, Yahoo and other search engines. Created and executed marketing campaigns targeted at key prospects. Analyzed and reviewed campaign results and make rollout recommendations. Taking the corporate website to the next level. Invent new content areas.
6 Market Research Intern, Michigan Credit Union League Dec 07 Mar 08 Analyzed data collected from 330 credit unions in Michigan to provide independent and objective view on community reinvestment efforts and accomplishments. Performed competitor s analysis to differentiate credit unions from other financial institutions. Analyzed and presented qualitative data to provide strategic insight. Assisted preparation of yearly report about Michigan Credit Unions performance. Assisted preparation of report for all congressional districts about credit union performance to be submitted to congressmen. Interpretation, documentation and graphical representation of data. Marketing Coordinator, karrox Technologies, Mumbai, India June 05 Dec 05 Pre and post sales responsibilities. Provided support to the sales team, ensuring all sales and service objectives were met. Responsible for customer service duties including answering customer queries, problem solving and providing detailed information on new training programs. Sales generation through telemarketing and generating repeat business through successful client follow up. Meeting prospective as well as established clients to help developing customer focused training programs and managing the needs/requirements of high revenue customers. Suggestions for improving customer service based on client feedback through the development of new policies and procedures. Ensuring customer satisfaction by coordinating activities and maintaining a smooth conduct of a training program. Marketing Internship, Syndicate Group of Industries, Mumbai, India June 04 Aug 04 Conducted primary research with dealers and retailers to identify reasons for low sales of exhaust systems. Competitor analysis, Addressed shrinking market share, increased competition. Established a relationship with channel members, such as wholesalers and retailers through recognizing and reporting distribution problems to the company. Identified and Implemented Promotional activities exhaust systems. Closely assisted graphic artists in production of promotional material, brochures and flyers. Conducted pre launch test marketing for a new product of a company, managed new product launch and market segmentation for new product. Took the corporate website to the next level and beyond. Invent new content areas. Languages Known Marathi, Hindi, English.
7 List of References 1. Dr. Ann Kronrod Visiting Assistant Professor of Marketing D Amore McKim School of Business Northeastern University Address: 116b Hayden Hall, 360 Huntington Ave., Boston MA Phone: a.kronrod@neu.edu 2. Dr. Jef Richards Professor and Chair Department of Advertising + Public Relations College of Communication Arts & Sciences Michigan State University Address: 404 Wilson Road, Room 309 East Lansing, MI Phone: jef@msu.edu 3. Dr. Anastasia Kononova Assistant Professor Department of Advertising + Public Relations College of Communication Arts & Sciences Michigan State University Address: 404 Wilson Rd., Room 319 East Lansing, MI Phone: kononova@msu.edu
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