ד"ר אוסנת רוט - כהן

ד"ר
מרצה
ד"ר אוסנת רוט - כהן
טלפון: 
דוא"ל: 
משרד: 
שעות קבלה: 

קורות חיים

Academic Positions:

Lecturer, Ariel University, 2006-

Lecturer, Bar-Ilan University, 2002-2010, 2012-

Lecturer, Netanya College, 2012-2013

 

 

Education

 

Ph.D  2012, "The Evolution of the Israeli Advertising Industry" Bar Ilan University,  Israe.
M.A

1996-2000 Political Science & Communication Bar Ilan University, Israel.

 

  Diploma Studies - Unit of Journalism and Communication Studies Internship in Public Relations (Magna Cum Laude).
B.A

1992-1995 Political Science & Communication Bar Ilan University, Israel (Suma Cum Laude).

 

 

             

Research Interests

§  Marketing communication, in particular advertising and PR

§  History and evolution of the Advertising industry in Israel and in other main countries

§  Creative and Marketing communication in New-media

§  Integrated Marketing Communication Theory and practice

 

Ongoing Research Projects

 

a. "Divide and Conquer": The Blogger, The Journalist and the Changing PR working Relationships Network and Tactics,

 

The study explores the blogger's role as a new public relations' channel for transferring information and has three main goals: 1. Examining the shifting of marketing communication budgets from traditional media to the blogosphere; 2. Detecting the blogger's characteristics and patterns of action; 3. Looking into the attitudes of traditional media journalists towards the bloggers' double function as a new journalist and as a source of information. (with Dr. Tamar Lahav)

 

b. Comparative Analysis of Creative Aspects in Advertising in New Media Versus Traditional Media,

 

The core question of our research is whether there is any change in the message appeals used in advertising in traditional media, versus that in new media. In other words, this research examines the difference in the creative expression of advertising strategy between traditional media and new media. (with Dorit Zimand Shiner)

 

c. "Does the PR needs PR"?,

The research focuses on the question does the PR practitioners who influence the media for their clients use the same tools to promote their own business. This question is even more relevant today because the new media arena enables the PR practitioner to fulfill their role as a managerial function that creates and preserves relationships with mutual benefit between an organization and its audiences.

 

Conference Presentations

1. "The German influence on the development of the advertising industry in a British territory in Asia: The Case of Palestine in the 1930", "The 1st International Corporate & Marketing Communications in Asia", 18-19 November 2013, Bangkok, Thailand.

 

2. "The German immigration and its impact on the development of an advertising industry: The Case of the Land of Israel in the 1930', "ECREA CONFERENCE 2013", 6 – 8 November 2013, Barcelona Spain.

 

3. "The early Buds of Globalization: the German impact on the emerging advertising industry in British territory in the 1930s - The case of the Land of Israel", "International Association for Media and Communication Research", 25 - 29 June 2013, Dublin, Ireland.

 

4. "The Impact of the European Advertising Industry on the Evolution of the Advertising Industry in the Middle East: The Case of the Land of Israel", "11th Annual International Conference on Communication and Mass Media", 13-16 May 2013, Athens, Greece.

 

כנסים בישראל

1. "השתנות יחסי הציבור בתחום התיירות בעידן הבלוגוספירה", כנס פורום חוקרי תיירות בישראל,

 3-4.2.2014, חיפה.

 

2. "הבלוגר, העיתונאי והיחצ"ן- יחסי עבודה משתנים בעידן הניו-מדיה", כנס איגוד יועצי יחסי הציבור בישראל. 21-23.2.2014, אילת.

 

Honors and Grants

1997, 2007, 2008, 2010 – Bar Ilan University

2007 – Ariel University Center

2000- The second authority for Television and Radio

 

Teaching  Experience

2005 -2009    Adjunct, School of Communication, Sapir College

 

2006 -2009    Internship coordinator at the Unit of Journalism and Communication Studies,                             Bar Ilan University

 

2005-2006     Adjunct, Business Administration Department, The College of Management,                             Minhal College

 

2001-2005     Adjunct, Unit of Journalism and Communication Studies, Bar Ilan University

 

1996-2000     Teaching Assistant, Bar Ilan University

 

Courses Taught

Advertising Essentials, B.A.

Advertising Management and Budgeting, B.A.

Political Satire and Sectarian Advertising, B.A.

The Advertising World – The Real Deal and Sectarian Advertising, B.A.

Marketing Communication Management, B.A.

 

Other Professional Activities

 

1999-2004   Account Executive at Re'uveni- Pridan IPG advertising agency (including:                             direct and continuous contact with clients, managing an office staff, supervising                       campaigns  of major Israeli clients' and overseas corporations, continuous                               contact with public relations' offices).

1999            Budget Director at Zarmon- Goldman advertising agency (overall planning of                         campaigns, managing budgets, handling media and production).

1997-1998   Budget Director at Gitam BBDO advertising agency (specializing in the orthodox                      sector).