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Tip Sheet for the week of Jan. 28, 2008

RELEASED: Jan. 28, 2008

Story Idea
The College of Arts and Sciences will sponsor its first Freshman Provocation at 7 p.m. Monday, Jan. 28, in Schofield Auditorium. The goal of the event is to inspire and educate students about the power of a liberal education in the 21st century information age. Four faculty members — Dr. Evan Weiher, professor of biology; Dr. April Bleske-Rechek, assistant professor of psychology; Dr. Jim Phillips, professor of chemistry; and Dr. Marty Wood, professor of English — will discuss how their liberal educations have affected their personal and professional lives and why students should develop knowledge and skills across disciplines. The event was inspired by the "Liberal Education and America's Promise: Excellence for Everyone as a Nation Goes to College," an initiative launched by the Association of American Colleges and Universities. Educational, business, community and policy leaders joined with the AAC&U to discuss the need for a broad-based liberal education for all college students. Students need an appreciation for the historical, cultural, ethical and global environments in which they will work. The program emphasizes that college graduates need strong analytic, computational and communication skills, and an ability to integrate knowledge and apply it in new settings and toward complex problems. The Freshman Provocation will focus on these principles. For more information, contact Dr. Michael Weil, associate dean of the College of Arts and Sciences, at 715-836-2025.

Story Idea
The aggregate stock price of publicly traded firms that ran in-game Super Bowl advertisements beat the Standard & Poors 500 performance in 10 of the last 12 years, said Dr. Chuck Tomkovick and Dr. Rama Yelkur, marketing professors who have conducted Super Bowl advertising research for more than a decade. During the two-week period of time just before and after the 1996-2007 Super Bowls, the stocks of those companies that ran in-game ads outperformed the S&P stocks by 1.29 percent. In essence, Wall Street rewards firms that run Super Bowl ads. An increase of 1.29 percent over the S&P 500 translates into billions of dollars of stock price improvement for those holding these investments. Most Super Bowl related research has focused on the likeability of the ads rather than on financial factors. This study examines the financial performance of the firms that invest in Super Bowl ads and demonstrates there is a net positive effect, regardless of how likeable the ads were scored in USA Today's annual Ad Meter publication. Tomkovick and Yelkur's Super Bowl research is again receiving attention from media throughout the country. For more information, contact Dr. Chuck Tomkovick at 715-836-2529 or tomkovcl@uwec.edu or Dr. Rama Yelkur at 715-836-4674 or yelkurr@uwec.edu.

Story Idea
Dr. Donald Christian, dean of the College of Arts and Sciences, will talk with senior citizens about "Educating Students for 21st Century Challenges" during a Feb. 1 First Fridays discussions. The program will begin at 9 a.m. at Christ Church Cathedral in downtown Eau Claire. The presentation will focus on a national conversation about what universities need to do to educate students for 21st century challenges and about things being done at UW-Eau Claire to foster such an education. The presentation will draw on recent research findings, including surveys of national business and policy leaders about educational needs of individuals and the nation. First Fridays programs are presented the first Friday of each month free to the senior community.

Campus Note
The January/February issue of the Wisconsin Trails magazine features several faculty members in its "People who make a Difference" section.
The featured faculty helped establish the Clean Commute Initiative, an effort that promotes greener ways to commute. More than 200 faculty and staff members have signed a pledge promising to bike, walk, carpool or use public transportation as much as possible. The faculty and staff also have proposed several ways the university could encourage green commuters, such as provide more bike racks.

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