School of Economics and Management

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PhD Defense C. He, BSc

Title: Essays on the Role and Effects of Advertising
Supervisor: Prof. B.J. Bronnenberg
Co-supervisor: 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.

Location: Cobbenhagen building, Ruth First room (access via Koopmans building)

Order the PhD thesis

When: 30 October 2018 00:00