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Roxanne Lucchesi

Roxanne Lucchesi


Professor and Coordinator, Advertising

Office Building

Yeager Hall



Mailing Address

Yeager Hall 222
School Of Communication & Journalism-Box 2235
University Station
Brookings, SD 57007


Roxanne Lucchesi is a professor, coordinator of the advertising major, and co-advisor of the SDSU Advertising Club.

She enjoys teaching a broad range of junior and senior level courses in the advertising discipline, including Advertising Principles (ADV 370); Advertising Media Strategies (ADV 372); Sales, Promotion and Marketing (ADV 314); IMC Campaigns (ADV 442); Media Research and Planning (ADV 472); and International and Ethnic Advertising (ADV 476).

Engaging students in professional networking and learning opportunities is a top priority. She connects students with professionals through South Dakota Advertising Federation meetings and student days, our student Ad Club, and through experiential projects in the classroom. She was awarded the SDAF’s Silver Medal Award for her involvement in this area. She has coached 16 teams winning regional awards and two teams winning national awards in the AAF’s National Student Advertising Competition (NSAC) during her tenure at SDSU.

Her professional experience includes advertising media planning, copywriting, public relations, brand development and marketing research. She holds two degrees: an M.S., advertising, University of Illinois Urbana-Champaign; and a B.A., journalism/advertising specialization, South Dakota State University.

Selected Publications
“From Function to Fantasy: Dunbar’s Legendary Ad Campaign,” by Roxanne Lucchesi and Jennifer M. Tiernan, Modernism, Fall 2006 (72-80)

Margaret Hockaday Biography, The Ad Men and Women: A Biographical Dictionary, Greenwood Press, 1994.

Phyllis Robinson Biography, The Ad Men and Women: A Biographical Dictionary, Greenwood Press, 1994.

Applications of Research

Her research interests are in the areas of message development and effectiveness for media campaigns related to tobacco cessation. She has conducted research and advertising evaluation for the Department of Health Tobacco Control Program for the past ten years.