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Promotie C. He, BSc

Titel: Essays on the Role and Effects of Advertising
Promotor: prof. dr. B.J. Bronnenberg
Copromotor: dr. T.J. Klein

This Ph.D. dissertation consists of three essays on the role and effects of advertising. Chapter 2, “Optimizing Online Sales using Targeted Advertising”, studies how reallocating advertising budgets can increase online sales. Chapter 3, “Advertising as a Reminder: Evidence from the Dutch State Lottery”, studies the dynamic effects of advertising. The central idea is that advertisements can also remind consumers to buy. Chapter 4, “Advertising Match Values and Viewership Demand”, characterizes the heterogeneous responses of consumers to the advertisement and show how the broadcaster could improve its profit by re-ordering different types of advertisements.

Chen He (Gansu, China, 1988) received a BSc in Economics from Tilburg University in 2012. He studied in the research master program in economics at the same university from 2012 to 2014. He has been a Ph.D. candidate in the department of Econometrics and Operations Research since 2014. In September 2018, he has joined School of Entrepreneurship and Management, ShanghaiTech University as Assistant Professor.

Locatie: Cobbenhagen gebouw, Ruth First room (toegang via Koopmansgebouw) 

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Wanneer: 30 oktober 2018 16:00