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DESCRIPTION:\nMr. June Lee\, a doctoral student at McGill University 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:https://www.mcgill.ca/desautels/channels/event/phd-thesis-defense-prese
 ntation-june-lee-361706
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