BEGIN:VCALENDAR VERSION:2.0 PRODID:-//132.216.98.100//NONSGML kigkonsult.se iCalcreator 2.20.4// BEGIN:VEVENT UID:20250624T231606EDT-23308tvmnb@132.216.98.100 DTSTAMP:20250625T031606Z DESCRIPTION:\nMr. June Lee\, a doctoral student at 51³Ô¹ÏÍø in the Marketing area will be presenting his thesis defense entitled:\n\nThree E ssays on the Effectiveness of Advertising and its Dynamics\n\nThursday\, D ecember 5\, 2024\, at 1:00p.m.\n\n(The defense will be conducted on Zoom) \n\n \n\n\nStudent Committee Chair: Professor Demetrios Vakratsas\n\nPleas e note that the Defence will be conducted on Zoom. Only the student and th eir committee members will participate in the presentation.\n\n\nAbstract: \n\nA source of difficulty in understanding the effects of advertising ste ms from the dynamic nature of the business environment. While advertising dynamics at the macro level have been investigated in extant literature\, advertising dynamics at the micro level resulting from customer heterogene ity and microsegmentation have yet to be studied. This thesis empirically assesses and investigates how consumers’ responses to advertising change o ver time by focusing on customer heterogeneity\, which has not been done i n prior literature.\n\nThe first essay investigates the differential respo nses of new and repeat patients to direct-to consumer advertisements in th e pharmaceutical industry. Due to an advertising content regulation in the Canadian pharmaceutical industry\, a help-seeking message can only includ e disease information without brand information and should primarily influ ence new patients. Conversely\, a reminder advertisement\, which only incl udes brand information and not disease nor efficacy information\, should p rimarily influence repeat patients. Results suggest that both types of pat ients are affected by the advertisements\, which implies the regulation do es not work. Additionally\, reminder advertisements become more effective at persuading new patients as consumers become more aware of the drug\, su ggesting heterogeneity in advertising effectiveness over time whereas it r emains stable for repeat patients.\n\nThe second essay examines the presen ce of heterogeneous structural parameters underlying advertising dynamics\ , where the source of heterogeneity is driven by consumers’ loyalty to a b rand. By using individual level purchase data for a frequently purchased c onsumer packaged good and data on individual advertising exposure\, I prop ose a state-space choice model with Markovian loyalty. I find that\, in ad dition to having higher advertising elasticities\, loyal consumers are lik ely to have more favorable advertising dynamics in terms of higher goodwil l retention and lower likelihood of over-exposure than non-loyal consumers . Hence\, behavioral-based segmentation through loyalty status can improve advertising targeting.\n\nIn the last essay\, I consider regional heterog eneity in response to a national brand’s cross-media advertising campaign. More specifically\, I investigate the role of dynamics in advertising eff ectiveness from sequential exposures to advertisements and how the resulti ng synergy differs based on geographical region. Using the same dataset as the second essay\, I propose a dynamic choice model that accounts for pur chase timing and sequential exposures to advertisements. I find evidence f or asymmetric dynamic synergistic effects where prior online exposure enha nces future television exposure but not vice versa. Additionally\, I find evidence for regional variation in the presence of synergy.\n DTSTART:20241205T180000Z DTEND:20241205T200000Z SUMMARY:PhD Thesis Defense Presentation: June Lee URL:/desautels/channels/event/phd-thesis-defense-prese ntation-june-lee-361706 END:VEVENT END:VCALENDAR