The Faculty of Applied Economics has a full-time vacancy (m/f) for a Doctoral researcher at the Department of Marketing and the Business Statistics Research Unit for the project Design and validation of models for short-term and long-term media mix investment optimization.
Job description.
- You prepare a Ph.D. thesis of the research project described below.
- You contribute to the research of the Department of Marketing and the Business Statistics Research Unit.
- You write scientific articles on the subject of your thesis. You have a limited number of teaching duties.
Project description
Advertisers face the decision how much to spend on advertising and how to allocate these resources across media types in order to achieve the best results. The project investigates the impact of advertising investments, media mix allocation and advertising share of voice on short-term advertising and brand effects, on consumer activation (gathering extra information, visiting websites and generating word-of-mouth), and on their impact on long-term brand effects. The studies are based on a large, detailed and growing database made available for academic research by a large commercial broadcaster.
This database combines data on real-life advertisements: measures of ad recall, recognition and attribution, short-term and long-term brand effects (brand attitude and brand equity) and customer activation measures, and data on advertising spending in all mass media for large samples of consumers over a long period of time and for a great variety of brands, product categories and advertising campaigns. The analysis of this data requires state-of-the-art statistical models due to the presence of categorical outcomes and the resulting need for non-linear statistical models, the multi-level nature of the data and the usefulness of mixture-amount models as a novel technique to assess optimal media mixes for different levels of advertising investments.
Our offer.
- We offer a full-time position, under the conditions of the Dehousse grants, as a doctoral fellow for two years, with the possibility of renewal for a further two-year period after positive evaluation.
- The expected date of appointment is September 1st, 2011.
- Students in the final year of their degree course are allowed to apply.
Doctoral researcher - Department of Marketing and the Business Statistics Research Unit
