Dr. Glenda Alvarado


Dr. Glenda Alvarado worked for 15 years in the advertising industry. She has served as an agency media buyer and director, and newspaper account executive. Her specialty is local store marketing for regional clients. Dr. Alvarado has teaching expertise in media literacy, digital and social media, traditional media analytics and several areas of strategic communications. She has led honors theses and independent studies, as well as guided students in award-winning undergraduate research and nationally recognized team competitions. As an educator, she works hard to create course materials that are relevant to students’ lives and offer projects focused on application in their futures.


Texas Tech University, Lubbock, Texas

M.A.  Mass Communications        2006

Ph.D. Mass Communications        2009 

Research Interests

Sport Sponsorship

Local Advertising

Hispanic Marketing

Electronic Survey Methods

Recent Publications

Alvarado, Glenda J. (2015). Practical Tips - Interactive Media Buying, p. 433, in Moriarty, S, Mitchell, N., & Wells, W. Advertising & IMC: Principles and Practice, 10th Edition. Pearson Publishing, Upper Saddle River, NJ.

Alvarado, Glenda J. & Callison, Coy. (2013). How Incentives Affect Web-based Survey Response Rates of Athletic Program Donors. International Journal of Revenue Management, 7 (2), 155-170

Alvarado, Glenda J. (2012). Leveraging and Activation: Critical Elements of a Successful Sport Sponsorship at the Collegiate Level. Journal of Sports Media, 7 (2), 95-114.

Dr. Glenda Alvarado
Visiting Assistant Professor of Marketing
  • School of Business