Essays on the role and effects of advertising

Chen He

Research output: ThesisDoctoral Thesis

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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
  • Bronnenberg, Bart, Promotor
  • Klein, Tobias, Promotor
Award date30 Oct 2018
Place of PublicationTilburg
Print ISBNs978 90 5668 571 3
Publication statusPublished - 2018


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