The Sixth Conference on the Economics of Advertising and Marketing

Hosted by

Recanati School of Business, Tel Aviv University

Tel Aviv, 26-27 June, 2013

Programme

Wednesday 26 June



09.15 – 09.30

Welcoming remarks

Moshe Zviran, Vice Dean of the Recanati School of Business, Tel Aviv University<>



Session 1:

Chair: Yossi Spiegel (Recanati School of Business, Tel Aviv University)
09.30 – 10.15 Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment
Thomas Blake (eBay Research Labs)
Chris Nosko (The University of Chicago Booth School of Business)
*Steve Tadelis (Walter A. Haas School of Business, University of California Berkeley)
Discussant: David Zvilichovsky (Recanati School of Business, Tel Aviv University)



10.15 – 11.00 Is Oprah Contagious? Identifying Demand Spillovers in Online Networks
Eyal Carmi (Google NYC)
*Gal Oestreicher-Singer (Recanati School of Business, Tel Aviv University)
Arun Sundararajan ((New York University, Stern School of Business)

Discussant:

 Oren Rigbi (Ben-Gurion University of the Negev)
 
11.00 – 11.30 		 
Coffee Break
 
Session 2: Chair: Yaron Yehezkel (Recanati School of Business, Tel Aviv University)
11.30 – 12.15 Internet vs. TV Advertising: A Brand-Building Comparison
*Michaela Draganska (Wharton School Marketing Department)
Wes Hartmann (Stanford Graduate School of Business)
Gena Stanglein (Google)
Discussant: Vardit Landsman (Recanati School of Business, Tel Aviv University)



12.15 – 13.00 Advertising and Pricing for Dropout Consumers
Arthur Fishman (Bar Ilan University)
  Discussant:   Alessandro Bonatti (MIT Sloan School of Management)
 
13.00 – 14.30 		 
Lunch
 
Session 3: Chair: Neil Gandal (Tel Aviv University and CEPR)
14.30 – 15.15 Advertising, Consumer Search and Product Differentiation
Marco A. Haan (University of Groningen)
*José Luis Moraga-González (VU University Amsterdam and University of Groningen)
Vaiva Petrikaite (University of Groningen)
Discussant: Justin Johnson (Johnson Graduate School of Management, Cornell University) 



15.15 – 16.00 Search with Categories
*Chaim Fershtman (Tel Aviv University and CEPR)
Jidong Zhou (New York University)
Arthur Fishman (Bar Ilan University)
 
Discussant: Simon Anderson (University of Virginia and CEPR)



16.00 – 16.45 How do consumers search for products on the Internet?
Chris Nosko (The University of Chicago Booth School of Business)
 
Discussant: Michelle Sovinsky (University of Zürich)
 
16.45 – 17.15
  		 
Coffee Break
 
Session 4: Chair: Simon Anderson (University of Virginia and CEPR)
17.15 – 18.00 An Empirical Study of the Dynamics of Brand Building
Ron N. Borkovsky (Rotman School of Management, University of Toronto)
Avi Goldfarb (Rotman School of Management, University of Toronto)
Avery Haviv (Rotman School of Management, University of Toronto)
*Sridhar Moorthy (Rotman School of Management, University of Toronto)
Discussant: Randall Lewis (Google)



18.00 – 18.45

 Word-of-Mouth Ads: Description in email. Social Network Approach
Nathan Larson (University of Virginia)
 
Discussant: Dotan Persitz (Recanati School of Business, Tel Aviv University)



19.30 Dinner



Thursday 27 june  



Session 5: Chair: Itai Ater (Recanati School of Business, Tel Aviv University)
09.30 – 10.15 Optimal Product Variety in Radio Markets
Steven Berry (Yale University)
*Alon Eizenberg (Hebrew University of Jerusalem)
Joel Waldfogel (Carlson School of Management, University of Minnesota)
Discussant: Chris Nosko (The University of Chicago Booth School of Business) 



10.15 – 11.00 (Good and Bad) Reputation for a Servant of Two Masters
*Heski Bar-Isaac (Rotman School of Management University of Toronto)
Joyee Deb (New York University, Stern School of Business)
Discussant: Yaron Yehezkel (Recanati School of Business, Tel Aviv University)
 
11.00 – 11.30 		 
Coffee Break
 
Session 6: Chair: David Zvilichovsky (Recanati School of Business, Tel Aviv University)
11.30 – 12.15 Selling Cookies
*Alessandro Bonatti (MIT Sloan School of Management)
Dirk Bergemann (Yale University)
 
Discussant: Martin Peitz (University of Mannheim and CEPR)



12.15 – 13.00 Comparative price signaling
*Rick Harbaugh (Indiana University)
Mike Baye (Indiana University)
 
Discussant: Vikander Nicholas (The University of Edinburgh) 
 
13.00 – 14.30 		 
Lunch
 
Session 7:   Chair: Dotan Persitz (Recanati School of Business, Tel Aviv University)
14.30 – 15.15 Is Intel's Marketing Campaign Predatory?
Hwa Ryung Lee (University of Zürich)
Andras Pechy (University of Zürich)
*Michelle Sovinsky (University of Zürich and CEPR)
 
Discussant: Alon Eizenberg (Hebrew University of Jerusalem) 



15.15 – 16.00 Advertising to Status-Conscious Consumers
Nick Vikander (The University of Edinburgh)
 
Discussant: Martin Obradovits (Vienna Graduate School of Economics)



16.00 – 16.45 Advertising in Vertical Structures
*Simon Anderson (University of Virginia and CEPR)
Alicia Baik (University of Virginia)
Nathan Larson (University of Virginia)
 
Discussant: Yossi Spiegel (Recanati School of Business, Tel Aviv University)
 
16.45 – 17.15 		 
Coffee Break
 
Session 8:  
Chair: Martin Peitz  (University of Mannheim and CEPR)
17.15– 18.00 On the Near Impossibility of Measuring the Returns to Advertising
*Randall A. Lewis (Google)
Justin M. Rao (Microsoft)
  
Discussant: Itai Ater (Recanati School of Business, Tel Aviv University)



18.00 – 18.45 Advertising Agency Selection Contest with Stipends for New Participants
Dan Horsky (Simon School of Business, University of Rochester)
*Sharon Horsky (Bar Ilan University)
Robert Zeithammer (UCLA Anderson School of Management)
 
Discussant: Nadav Levy (IDC Herzliya)
 
19.00 		 
End of the Conference
 

Friday 28 june

Day Trip to Golan Heights
 
* Indicates the presenter
 
Speakers have 30 minutes to present and discussants 10 minutes, leaving 5 minutes for general discussion
 
Organisers:
 
Simon Anderson (University of Virginia and CEPR)
Yossi Spiegel (Recanati School of Business, Tel Aviv University, CEPR, and ZEW)
Yaron Yehezkel (Recanati School of Business, Tel Aviv University)