Essays on the role and effects of advertising

Chen He

Research output: ThesisDoctoral ThesisScientific

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Abstract

The 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.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • Bronnenberg, Bart, Promotor
  • Klein, Tobias, Promotor
Award date30 Oct 2018
Place of PublicationTilburg
Publisher
Print ISBNs978 90 5668 571 3
Publication statusPublished - 2018

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Online sales
Dynamic effects
State lotteries
Profit

Cite this

He, C. (2018). Essays on the role and effects of advertising. Tilburg: CentER, Center for Economic Research.
He, Chen. / Essays on the role and effects of advertising. Tilburg : CentER, Center for Economic Research, 2018. 145 p.
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author = "Chen He",
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series = "CentER Dissertation Series",
publisher = "CentER, Center for Economic Research",
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}

He, C 2018, 'Essays on the role and effects of advertising', Doctor of Philosophy, Tilburg University, Tilburg.

Essays on the role and effects of advertising. / He, Chen.

Tilburg : CentER, Center for Economic Research, 2018. 145 p.

Research output: ThesisDoctoral ThesisScientific

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AB - The 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.

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He C. Essays on the role and effects of advertising. Tilburg: CentER, Center for Economic Research, 2018. 145 p. (CentER Dissertation Series).