Kenneth C. Wilbur

Assistant Professor
Fuqua School of Business
Duke University



100 Fuqua Drive, Box 90120
Durham, NC 27708-0120
919-926-8536
kennethcwilburATgmail

Curriculum Vitae

Duke Faculty Page

Research Objective

I produce original, practical research at the intersection of advertising, media and technology.

Recent News / Blatant Self-Promotion

* I spent most of January in Seattle doing research on advertising effectiveness at Amazon.com.
* Congratulations are in order! Frequent collaborators / co-advisees Mingyu "Max" Joo and Linli Xu have accepted job offers to become marketing professors at Ohio State and Minnesota, respectively.
* I visited Google in Mountain View to do research on television advertising avoidance from July-October 2011.
Less recent but still blatant.

Research Distribution List

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Working papers*

Advertising Regulation in a Fragmented Media Market with Kamesh Munagala

There’s no ‘I’ in ‘Team:’ Estimating NBA Players’ Offensive Production with Xinlei (Jack) Chen and Yuxin Chen

Structural Analysis of Dynamic Multiproduct Pricing and Advertising of a Capacity Constrained Firm with Mingyu "Max" Joo and Dinesh Gauri

Local Media Ownership and Viewpoint Diversity in Local Television News with Adam Rennhoff

Local Media Ownership and Media Quality with Adam Rennhoff

Price Advertising by Multiple Channel Members with Linli Xu, S. Siddarth and Jorge Silva-Risso

What can Television Networks Learn from Search Engines? How to Sell Attention Instead of Time with David Kempe and Linli Xu

Does Television Advertising Influence Online Search? with Mingyu "Max" Joo and Yi Zhu

Effects of Advertising and Product Placement on Television Audiences with Michelle S. Goeree and Geert Ridder

A Technique to Assess Managers’ Pre-Launch Distribution Assumptions for New SKUs with Paul Farris

* All links go to the Social Science Research Network. Here is why.

Peer-Reviewed Publications

Zhu, Y., K. C. Wilbur. 2011. Hybrid Advertising Auctions. Marketing Science, 30 (2): 249-273.

Rennhoff, A. D., Wilbur, K. C. 2011. The Effectiveness of Post-Release Movie Advertising. International Journal of Advertising, 30 (2): 305-328.

Wilbur, K. C., Yi Zhu. 2009. Click Fraud. Marketing Science, 28 (2): 293-308.

Ailawadi, K., E. Bradlow, M. Draganksa, V. Nijs, R. Rooderkerk, K. Sudhir, K. C. Wilbur, J. Zhang. 2009. Empirical Models of Manufacturer-Retailer Interaction: A Review and Agenda for Future Research. Marketing Letters, 21 (3): 273-285.

P. W. Farris, D. J. Reibstein, K. C. Wilbur. 2009. Distribution and Market Share. In Empirical Generalizations about Marketing Impact, ed. by Mike Hanssens, Marketing Science Institute.

Wilbur, K. C. 2008. How the Digital Video Recorder Changes Traditional Television Advertising. Journal of Advertising, 37 (1): 143-149.

Wilbur, K. C. 2008. A Two-Sided, Empirical Model of Television Advertising and Viewing Markets. Marketing Science, 27 (3): 356-378.
Winner, Frank M. Bass award for best marketing paper derived from a Ph.D. thesis in Management Science or Marketing Science
Finalist, John D. C. Little award for best marketing paper published in Management Science or Marketing Science

For Students

A half-semester PhD Class I Developed in Fall 2008: Advanced Quantitative Methods in Marketing

8 Suggestions for MBA students

For graduate and professional students: Books You Should Read