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Follow on Google News | Rady School Associate Professor Kenneth Wilbur Receives Prestigious Little Marketing AwardWilbur and his co-authors, Mingyu Joo (Ohio State University, Fisher College of Business), Bo Cowgill (Columbia University, Columbia Business School) and Yi Zhu (University of Minnesota, Carlson School of Management), won the award for their paper “Television Advertising and Online Search,” which was published in the January 2014 edition of Management Science. “I never thought my research would win anything like the John D.C. Little Award,” Wilbur said. “I was thrilled just to be nominated. The outcome was a huge surprise and a huge honor.” The winning paper studied the connection between television advertising and online search, showing that marketers should balance top-of-funnel advertising (like TV) with lower funnel marketing channels (like Google). Assuming each channel operates independently could lead marketers to spend too much money on search and too little on TV. “This was among the first research showing that TV ads influence the keywords that consumers use to search for product information,” End
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