Daniela Kadiiska

Daniela Kadiiska is an Associate Professor in the Department of Cinema, Advertising and Show Business at New Bulgarian University (NBU), where she has taught for over 25 years as a co-founder of the Advertising Bachelor's program. She delivers courses on communication strategies, integrated marketing communications, and digital advertising execution while mentoring award-winning student teams at international competitions including Ad Venture and BAAwards.

Her academic credentials include:

• PhD in Theatre and Film Arts (Cinematics, Film Art and Television specialty) from NBU (2015)
• Master's degree in Cinema and Television from NBU (2000)
• Bachelor's degree in Advertising from NBU (1999)

Professor Kadiiska's research centers on product positioning within entertainment media, examining ethical dimensions of brand integration in cinema and television. Her work explores color psychology in advertising, narrative-driven communication strategies, and the evolution of product placement into virtual environments. She connects theoretical frameworks with practical industry applications through publications analyzing consumer perception and advertising effectiveness across traditional and digital platforms.

Her publication timeline (2011-2019) reveals progressive expansion from classical cinema product placement studies to contemporary digital/virtual advertising contexts. Key themes include ethical analysis of tobacco branding in films, innovative magazine advertising solutions, mobile communication limitations, and virtual product positioning's impact on brand communication. This trajectory demonstrates consistent bridging of academic research and real-world advertising practice.

As an academic advisor, she has guided student teams to victory at major competitions including Ad Venture (Edcom initiative), BAAwards (Bulgarian Association of Advertisers), and Bulgaria Innovation Hackathon. Her mentorship cultivates industry-ready professionals through hands-on campaign development and competition preparation.

Beyond academia, Professor Kadiiska serves on the Effie Bulgaria jury since 2022 as NBU's sole academic representative, and maintains creative industry engagement through film production and screenwriting projects including a TEDxSofia 2019 talk on "Metamorphoses".