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Tip Sheet for the week of Feb. 6, 2012

February 6, 2012

Story Idea
More than 150 Chippewa Valley area high school students and 200 UW-Eau Claire students will participate in a post-Super Bowl advertising survey Monday, Feb. 6. Marketing professors Rama Yelkur and Chuck Tomkovick, with the help of university student researchers and high school DECA organizations, will survey Memorial and Chippewa Falls high school students and university students about their reactions to movie ads that run before, during and after Sunday's Super Bowl game. The researchers want to determine if viewers' recall of the movie ads that run during the Super Bowl game is different from the recall of movie ads that run before and after the game. Tomkovick and Yelkur can share with the media preliminary survey findings about movie ad recall and reactions this week. A more detailed analysis of the impact the ads have on the movies' success will follow after box office numbers and other information is available. With 30-second Super Bowl ads costing $3.5-$4 million, interest in the ads' effectiveness is growing. Tomkovick and Yelkur's research relating to Super Bowl advertising has been featured in media throughout the world. For details about their Super Bowl ad research, contact Dr. Chuck Tomkovick at 715-836-2529 or, or Dr. Rama Yelkur at 715-836-4674 or They also are available to talk with the media about their reactions to the Super Bowl ads that ran in and around this year's game.

Story Idea
A UW-Eau Claire physicist will lead a discussion Thursday, Feb. 9, about university faculty members' research that improves the environment. Dr. Kim Pierson, associate professor of physics, will present "Advances in Hybrid Vehicle Braking Systems" at 7 p.m. in the conference room of Towers Hall on upper campus. Pierson's research interests include renewable energy projects involving harvesting electrical energy from low-voltage sources. He also works on projects interfacing sensors with computers to reduce energy consumption in buildings. Pierson's talk is part of the Trash Talks lecture series that helps educate students, faculty and staff about a variety of sustainability initiatives. For details about the lecture topic, contact Dr. Kim Pierson at 715-836-5009 or

Story Idea
Members of the Black Student Association will discuss perceptions of treatment on campus and by fellow students during a student panel discussion at 1 p.m. Monday, Feb. 6, in the Presidents Room of Davies Center. The discussion is a Black History Month event.

Story Idea
Twenty administrators from Jinan University in Guangzhou, China, will be visiting campus through Sunday, Feb. 12. The visitors will participate in a weeklong series of lectures and discussions focusing on innovative practices in U.S. higher education, as exemplified by UW-Eau Claire. The visitors' week of learning at will include presentations, discussions and meetings with administrators and faculty. The delegation will spend three weeks in the U.S. In addition to UW-Eau Claire, the group also will visit UCLA and Columbia University. UW-Eau Claire and Jinan University have enjoyed a close institutional partnership since 1989, when the two universities signed their first agreement to initiate an exchange of students and faculty, and to pursue collaborative teaching and research. Since that initial agreement, some 300 university students and faculty have participated in a very active exchange. The two universities regularly participate in a mutual exchange of students and professors, and have enjoyed close collaboration on numerous research projects. Dr. Karl Markgraf, director of the Center for International Education, or Shu Cheng, Chinese program coordinator, can provide details about the weeklong visit. They also can arrange for interviews with the visiting Chinese delegates and put media in contact with UW-Eau Claire faculty who have participated in exchanges and other initiatives with Jinan University. You can reach Markgraf at markgraf@uwec.eduor 715-836-4411. You can reach Cheng at 715-836-3957or

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