DECEMBER 9 @ 1 PM – 2 PM EST
Mahima Hada is Assistant Professor of Marketing and Director of Marketing Analytics programs at the CUNY, Baruch College, Aaronson Marketing and International Business Department. Her research focuses on empirical analysis of marketing strategies in both the B2B and B2C markets. Prior to academia, she worked for several years in sales and marketing at the French software developer, Dassault Systèmes.
Eun Sook Kwon is Assistant Professor of Advertising at Rochester Institute of Technology’s School of Communication. She specializes in research on consumer engagement in social media, advertising and media engagement and replication.
John B. Ford is JAR Editor-in-Chief and Professor and Eminent Scholar at Old Dominion University Strome College of Business in Norfolk, VA. He also serves as associate editor for advertising research for the Journal of Business Research and sits on editorial review boards for several advertising and marketing journals. John’s research expertise is in cross-cultural advertising strategy issues, particularly viewer perceptions of gender-role portrayals in international advertising.
Karen Whitehill King is an Emeritus Professor of Advertising at the University of Georgia’s Grady College of Journalism and Mass Communication. Her research focuses on advertising industry issues and health communication. Previously, Karen was a media planner and a research supervisor at FCB/Chicago.
Horst Stipp is the ARF’s EVP of Research and Innovation, Global & Ad Effectiveness. Previously, he was SVP of Strategic Insights and Innovation at NBC Universal, where he oversaw strategic marketing and consumer research for NBCU’s television networks as well as the new digital platforms. A recipient of the ARF’s Lifetime Achievement Award, Horst has published in the JAR, most recently on context effects in advertising.
Nazrul I. Shaikh, VP Analytics at Market Fusion Analytics, New York., is the lead author on the paper presented by Mahima Hada comparing ad spend in digital video vs. television. His expertise spans marketing-mix modeling, machine learning, text analytics and applied operations research. Over the years, his widely published research and development work has been funded by several Fortune 500 companies and the U.S. Department of Defense.