Date Updated
4-11-2024
Department
School of Journalism and Mass Communications
Academic Rank
Associate Professor
Year Retired from SJSU
2022
Educational Background
Brigham Young University, M.A. 1982
California State University, Northridge, Psychology, B.A. 1971
Salsburg Institute, (Salsburg, Austria), Fellow
Teaching Experience
San Jose State University, Associate Professor of Journalism and Mass Communication, Advertising, 2004-
San Jose State University, School of Journalism & Mass Communications, Full Time Adjunct, 2002 – 2004
San Jose State University, School of Journalism & Mass Communications, Part Time Adjunct, 2000 – 2002
San Jose State University (Professional Development)
- Integrated Marketing Communications (Spring 2002)
- Copywriting (Fall 2002)
- Retail Advertising (Summer 2005)
Academy of Art, San Francisco, Business 240: International Business, Fall 2002
Administrative and Professional Experience
San Jose State University
Creator and manager of Dwight Bentel Hall Communications, SJSU's on-campus student advertising agency, Faculty Adviser of the Spartan Daily and Spartan Ad Club and head of Advertising Department.
1999 – 2002 JWT TECHNOLOGY (San Jose) VP Director Account Services
Responsible for agency client relationships and operations, strategic planning, media and profitability, (23% on $50MM). Managed partnerships of all agency International relationships for global clients, Business-to-Business, Consumer, Internet, Startup clients included. Brand Strategy/Positioning - Networking - Retail Software (Roxio) – Software Tools - Data Warehousing (NCR) -Middleware (Trilogy) - Internet Portals – Dot Coms – Semiconductors (Cypress) - ECommerce – Storage (Net App) -Video Games (Namco) - Enterprise, Sales, Marketing, Project Software
1994 – 1999 BOZELL/POPPE TYSON (Mountain View) SVP, Sr. Partner, Client Services
Responsible for all agency client operations, strategic planning and profitability (17% on $52mm). New business development gains of over $25mm. Integrated internet/on-line services and account planning function for agency. Managed global relationships for both client and agency partners. Business to business, consumer, Internet, startup and large corporate clients included. Computers (Toshiba, Gateway) - Web development (Netscape, others) - Networking (3Com) - Semiconductors (Siemens, Cirrus) – Data management (Oracle)-Internet Portals (LookSmart) - PC/Video Games (EA, Sony) -Middleware (Siebel) - Enterprise Software – Telco’s (Rhythms, SAVAS - NSP)- Internet Banking (Wells Fargo)- Storage (HP, Meridian) - Dot Coms (Insweb, others) – ECommerce (Big Step, others)
1992 - 1994 AUSTIN ASSOCIATES (San Jose) SVP Director Client and Account Services
Responsible for development, service and operations of all business-to-business and consumer accounts. Oversaw strategic planning with overall P & L responsibility. Led new business/sales development. Maxtor (Disc Drives), Force (Embedded Systems), Cascade (Design Automation), QLogic (SCSI Connectors), Mitsumi (Peripherals), Applied Materials (Wafer Manufacturing), Wiltron (Telco test), Ungermann-Bass (Networking products), System Software Associates (Manufacturing Software), Cupertino National Bank, Dolch (Multi-media computers), Sierra (Semiconductors)
1990 - 1992 BBDO (Los Angeles) Senior VP Group Account Director
Responsible for successful turn around and reorganizing an $18 MM account (4 divisions) with a loss of (-$400K to +23%). Increased mkt. share 4%. Completed initial product and distribution analysis (Apple, new product). Led agency account management group. Negotiated contracts. Supervised multiple staff (18). Developed training programs (account/client service and operations). Team leader, new business/sales development. Pioneer (Consumer Electronics), Apple, WTBS (Entertainment), ECO (Environmental), EDC (Economic Development Corp.), CMSI (Ca. Museum of Science and Industry)
1987 - 1990 BOZELL INC. (Los Angeles) VP Management Supervisor, VP Pacific Rim
Oversaw client advertising and PR/promotion programs. Profitable (17%) on over $15 million of business. Also responsible for developing and implementing a Pacific Rim business development division with first year gains of $4 MM along with additional agency new business gains of over $5 million. Negotiated contracts. Co-led organization/restructuring programs. Developed agency wide account/client management training programs. Clients: Sega (Video Games), Clarion (Auto Sound), Avis (Rent-A-cars), Asics (Sport Shoes), CMSI, Weider (Fitness), Samsung (global consumer electronics)
1983 - 1987 MARSTELLER INC. (Los Angeles) VP Management Supervisor
Developed and implemented client Public Relations, Advertising and Promotion programs. Directly responsible for ($10MM billings). Clients: Gallo (wine), Packard Bell (Computers), Columbia Pictures (TV promotions), Culligan (Water), Alfa-Romeo, Peugeot, Mark C. Bloome (Tires), Basic-4 (Computers), Rusco (Security), Farr (Filters), Clarion (Auto Sound), Kenwood (Electronics), Club Universe (Travel), Komatsu (Forklift), Cosina (Cameras), Harada Inc., Toshiba (Retail stores)
1983 CRAIG CORP. (Los Angeles) Corporate Director Marketing and Communications
Consumer Electronics: Increased market share to #1 (26%) in 2 years. Responsible for all trade and consumer communications, Ad, PR, Design, Promotions, Newsletters, Collateral, Trade shows) for the #1 consumer electronics (audio & business products) manufacturer. Won major creative/promotion awards. First to develop and sponsor network television specials for the industry. Negotiated contracts & endorsements. Worked hand in hand with multi-level distribution channels. Implemented sales and merchandising programs with channel/retail and direct sales force.
Service
Along with a full teaching load, he also oversees the business/advertising sales operations of Spartan Media and is also the Managing Director of DB&H, SJSU’s award winning on-campus communications agency. He has served in the Academic Senate and the President’s Strategic Planning Board. He has authored numerous academic articles, and managed and implemented corporate branding and positioning initiatives, MarCom strategies, integrated media campaigns, promotions and co-marketing programs at the local, national and international levels. He also has served as Governor and a National Board Member of the American Advertising Federation and currently sits on the NEEC (National Education Executive Committee). He has won many national and regional advertising awards for his creativity and strategic thinking.
See attached CV for details on service to SJSU and community organizations.
Selected Publications
Article
"Teaching Competitiveness in Advertising Or What the ‘Mad Men’ Learned at Work The ‘New Generation’ Now Learns in School" Innovative Marketing, Timothy Hendrick, San Jose State University (December 2010) https://works.bepress.com/timothy_hendrick/2/
Video
Timothy Hendrick. "Digital Product Placement 101" (2013)
http://works.bepress.com/timothy_hendrick/8/
Book Jacket Blurbs
Timothy Hendrick. "The Brains Behind Great Ad Campaigns" (2009)
http://works.bepress.com/timothy_hendrick/3/
Book Reviews
Timothy Hendrick. "DM Critical Digital Advertising" (2014)
http://works.bepress.com/timothy_hendrick/7/
Timothy Hendrick. "New Media and Advertising: Issues and Perspectives" (2014)
http://works.bepress.com/timothy_hendrick/4/
Timothy Hendrick. "Selling Electronic Media" (2014)
http://works.bepress.com/timothy_hendrick/6/
Timothy Hendrick. "The Brains Behind Great Ad Campaigns" (2009)
http://works.bepress.com/timothy_hendrick/3/
Presentations
Timothy Hendrick. "The Education of the Next Generation of Communications Professionals" Western Social Science Association (2010)
http://works.bepress.com/timothy_hendrick/1/
Files
Download Curriculum Vitae (89 KB)
Personal Commentary
The Silver Age of AM/FM/Tape Car Stereos: An Oral History
by Tim Hendrick, Chapter 7 in Johnson, Phylis, and Ian Punnett, eds. 2019. Moving Sounds : A Cultural History of the Car Radio. New York: Peter Lang, Publishing, Inc.
In 1975, 36 years before I was to become a full professor at San Jose State University, I was fortunate enough to have been a part of an exciting, historical growth period in the development of advertising and promotional campaigns for car audio manufacturers. At the time, automobile companies gave the consumer only a basic radio in the car and not much more. This opened the door for a high-end after-market of expertly or DIY-installed, customized, in-dash AM/FM car stereos and speakers. Marketing these highly prized products was fun, challenging, creative, and very rewarding.
Because the economy was doing well, America was mobile, and guys believed that a great sound system equaled a better sex life, young people had the money and the incentive to own their own car and upgrade the audio experience. One of the main reasons was FM rock stations where the deejays were the main purveyors of music that could be really heard. Their music became your music. With a top-end AM/FM car stereo, you could cruise around listening to your favorite radio stations in crisp, clean FM stereo.
The improvement to both car stereo receivers and FM stereo broadcast signals changed everyone’s listening and usage habits. Consumers wanted to hear their favorite artists and songs on the radio, day or night. Radio stations had to improve their signals and with FM sounding so much better, consumers began wanted the best and latest technology for their own personal lives and their rides. There was no point in having a great AM/FM car stereo if the radio stations did not sound good on it, and the benefit of a music station investing in the clearest signal with the best stereo separation would be wasted if in-car listeners could not hear the difference. So, during this time, car audio manufacturers and music radio programmers were both working toward the same goal. Also, commutes to work were getting longer and consumers wanted to get traffic reports in the car while not wanting to leave their music at home.
I worked first on the client side of the advertising and promotion business when I was employed by the #1 car audio company in a division that oversaw the final products and took them to market. We had to understand who the consumer was what was happening on the streets as well as the coming trends in radio, music, and technology. After that, I switched to the advertising agency side and worked with other car audio manufacturers to get their new brands to the consumer. One of my favorite perks was that I had some of the first roll-outs of these new units in my cars, so I could show them off and get a personal experience with the products at the consumer level.
Cars had always had radios—mainly AM—but as music continued its growth on the FM band, another development was underway. Sound accessories for in-car listening really started in the 1960s with the small record player that could be mounted under the dash or in the larger glove boxes in cars of those days. They played both 45s and 33s. You could have a radio in the dash, and an additional form of custom playable music. Along with the new radio innovations came bigger, better speakers designed to go in the doors, the rear interior deck, or even replacing factory-issued speakers already in the dash. And of course, to drive all these innovations the consumer needed more power, so an added amplifier became the rage.
Later came the 4-track player, with cartridges from 6 to 10 inches in size that would separate the mono signal in two and create “semi-stereo.” The plastic tapes inside were coated in iron oxide and, because they were a continuous loop, they were a new way of playing music except that you could not fast forward or rewind them. The new 4-track players hung under the dash and were so big and bulky that if you were not careful, the dash might sag a bit. Then full stereo came into play and a new, smaller format, 8-track tapes, were easier to mount on the hump underneath the dashboard radio.
The audio manufacturers of the 1970s jumped on this trend and began a series of advertising campaigns that were ear- and eye-catching—bold, really colorful—and designed to take the auto sound industry up to the next level. First, the car audio manufacturers started by advertising on radio—what better way to reach the car stereo consumer? Then, came magazines and, finally, with the advent of MTV, television ad campaigns about AM/FM/cassette tape systems. With this new trend promoting the brands and products in newspapers and magazines came a new breed of retailers that got behind it.
Some advertising campaigns tied everything together with actual musicians like Billy Preston, known as one of the few side players ever to be given credit on a Beatles album as well as a hitmaker in own right. These print ads ran in the kinds of magazines where consumers might look to get the latest in technology and other things that would fit their lifestyle.
With great intention, ads for the newest car stereo systems cleverly showed radios that were tuned to popular stations in large markets. Later, continuing the music celebrity theme, stereos were taken out of the cars to demonstrate the power of mobile music everywhere. As much as the technology was built around the latest studio-quality tape sound, the radio was displayed prominently in the ad. When we shot this ad by the way, we all waved goodbye to Ray. Didn’t see that one coming!
Pop music stars usually were willing to take a pay cut to be in these national ad campaigns because their managers and record labels saw them as the perfect way to promote their upcoming new album or TV special. With millions of dollars being expended to promote these new AM/FM car stereos, savvy artists could get nationwide awareness for both themselves and their next endeavor. Here we added an equalizer—a special device that allowed the listener to customize the sound of the stereo system with more high-end or base—that mounted under the in-dash radio.
Next came co-promotional tie-ins with car audio retailers to bring more consumers into the stores using big prizes such as his and hers sports cars. Ads like these usually took about two days to shoot at a cost that was pretty standard for the commercial photo industry at the time. The interesting thing here was that this particular shoot was done before “photo-shop.” This car actually had to be cut open and painted and then two different photos put together. In this ad, we looked to tap into the lifestyle of the consumer rather than just another radio ad. Here we brought together the driving experience with entertainment and the actual in-dash AM/FM car stereo-that was going to provide all for you.
As sales increased profits, companies continued to thrive, many enlarged their advertising budgets and pushed for bolder, more stylish promotions each year. Print and radio were the dominant and most cost-effective way to reach the premium car audio customer media, but some mainstream brands turned to television as the MTV cultural phenomenon took off.
And of course, cars were usually involved, in some cases the more exotic the better! At one point this company actually gave away a Lamborghini in a national sweepstakes. The advertising became a form of art and sometimes posters were also given to consumers for a nominal cost or if you visited a retailer to check it all out. I know for a fact that over 5000 posters were hung in bedrooms across America.
As the premium car radio culture grew, so did other mobile dashboard entertainments such as citizen band radios (CBs) that allowed motorists to talk to each other, scanners to follow police and fire news, and finally this unique thing called a car phone that the reader may have heard of. All these products were also scaled to fit in the car along with the radio, yet in some cases, we were back to mounting them on the hump or center console of the car.
As part of my job, I was one of the first to have a mobile phone system in my car. Not only did it take up the whole center console with the necessary electronics, it also took up half my trunk. They were so new, so big, hard to hold, and rare that I really did not know anyone else who had one that I could call! And yes, many years later they became what we know today as the small mobile phone that does not need the car for power or mobility.
Being a key player in car audio advertising campaigns and marking the evolution of these in-dash technologies through the published portraits that recorded their development, the reader can see it was a great time to be a “Mad Man” in America!