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DESCRIPTION:\n\nMr. June Soo Lee\, a doctoral student at 91şÚÁĎÍř 
 in the area of Marketing will be presenting his research proposal entitled
 :\n\nThree Essays on the Effectiveness of Advertising and its Dynamics\n\n
 Thursday\, May 9\, 2024 at 2:00pm – 4:00pm\n\n(The presentation will be co
 nducted on Zoom)\n\nStudent Committee Chair: Professor Demetrios Vakratsas
 \n\nPlease note that the presentation will be conducted on Zoom and only t
 he student and committee members may participate.\n\n\nABSTRACT: \n\nA sou
 rce of difficulty in understanding the effects of advertising stems from t
 he dynamic nature of the business environment. While advertising dynamics 
 at the macro level have been investigated in extant literature\, advertisi
 ng dynamics at the micro level resulting from customer heterogeneity and m
 icrosegmentation have yet to be studied. This thesis empirically assesses 
 and investigates how consumers’ responses to advertising change over time 
 by focusing on customer heterogeneity\, which has not been done in prior l
 iterature.\n\nThe first essay investigates the differential responses of n
 ew and repeat patients to Direct-to-Consumer Advertisements in the pharmac
 eutical industry. Due to an advertising content regulation in the Canadian
  pharmaceutical industry\, a help-seeking message can include disease info
 rmation only without brand information and should affect new patients. Con
 versely\, a reminder advertisement\, which includes only brand information
  and not disease nor efficacy information\, should affect repeat patients.
  Results suggest that both types of patients are affected by the advertise
 ments\, which implies the regulation does not work. Additionally\, reminde
 r advertisements become more effective at persuading new patients as consu
 mers become more aware of the drug\, suggesting heterogeneity in advertisi
 ng effectiveness over time.\n\nThe second essay examines the presence of h
 eterogeneous structural parameters underlying advertising dynamics\, where
  the source of heterogeneity is driven by consumers’ loyalty to a brand. B
 y using individual level purchase data for a frequently purchased consumer
  packaged good and data on individual advertising exposure\, I propose a s
 tate-space choice model with Markovian loyalty. I find that\, in addition 
 to having higher advertising elasticities\, loyal consumers are likely to 
 have more favorable advertising dynamics in terms of higher goodwill reten
 tion and lower likelihood of over-exposure than non-loyal consumers. Hence
 \, behavioural-based segmentation through loyalty status can improve adver
 tising targeting.\n\nIn the last essay\, I consider regional heterogeneity
  in responses to a national brand’s cross-media advertising campaign. More
  specifically\, I investigate the role of dynamics in advertising effectiv
 eness from sequential exposures to advertisements and how the resulting sy
 nergy differs based on geographical region. Using the same dataset as the 
 second essay\, I propose a dynamic choice model that accounts for purchase
  timing and sequential exposures to advertisements. I find evidence for as
 ymmetric dynamic synergistic effects where prior online exposure enhances 
 future television exposure but not vice versa. Additionally\, I find evide
 nce for regional variation in the presence of synergy.\n
DTSTART:20240509T180000Z
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SUMMARY:PhD Research Proposal Presentation: June Soo Lee
URL:/desautels/channels/event/phd-research-proposal-pr
 esentation-june-soo-lee-357180
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