Rama Yelkur is an associate professor of marketing and coordinator of international business programs at the University of Wisconsin�EaU Claire. She taught at Texas A&M International University prior to her current position. Her research interests include cross-cultural issues in international marketing, special populations and their choice behavior, Super Bowl advertising likability and effectiveness, and global new-product development. She has published articles in various journals such as the Journal of Euromarketing, the Journal of Marketing Communications, the Journal of Promotion Management, the Journal of Product and Brand Management, the Journal of Professional Services Marketing, the Journal of International Marketing and Marketing Research, Business Horizons, Management Decision, and Market Intelligence and Planning. She has also conducted corporate training internationally and has taught in France, Portugal, and Spain.