OnApril 15, Dr. Ernst Osinga, assistant professor of Lee Kong Chian School of Business(LKCSB) of Singapore ManagementUniversity (SMU), visited the School of Economics and Management, UCAS for academic exchange and gave an report entitled “In-site Display Advertising”.
Dr. Osinga introduced the uniqueness of the in-site display advertising for platform companies. He also introduced the differences between PC and mobile terminals in terms of advertising effects. Dr. Osinga found, through field experiments, in-site display advertising is actually a double-edged sword. On the one hand, it may increase retailers'revenue. On the other hand,it may have a negative impact on retailers since consumers may directlybuy products on manufacturer's official website.
In the Q&A session, Dr. Osinga answered questions from the faculty and students.The reportcame to a successful conclusion.
Biography: Dr. Osinga graduated from the University of Groningen andworked as an assistant professor at Tilburg University and Singapore Management University. His scientific interests concern pharmaceutical marketing, digital advertising/retailing, etc. Five papers have been published in top marketing/management journals such as Journal of Marketing, Journal of Marketing Research, Academy of Management Journal, and International Journal of Research in Marketing.
By FAN Jingjing
Edited by GAO Yuan
