A recent addition to the marketing faculty at the UH Bauer College of Business received top honors from the Advertising Research Foundation. Assistant marketing professor Ye Hu received the first of what will become an annual tradition of the Journal of Advertising Research Best Paper of the Year Award.
Along with co-authors Leonard M. Lodish and Abba M. Krieger of The Wharton School of the University of Pennsylvania, Hu was recognized for the paper, “An Analysis of Real World TV Advertising Tests: A 15-Year Update.”
“This paper is a follow up to a previous award-winning paper,” Hu said. “It’s kind of humbling.” The paper’s predecessor, which was published in 1995, received the Paul E. Green award for the article most likely to impact the practice of marketing in Journal of Marketing Research in 1996.
“Writing a paper is always like a rollercoaster,” Hu added. “There are so many ups and downs and refusals. When it is finally published and complete, all you can be is happy.”
Hu said that in expounding on the published work of 1995, the realization that changes needed to be made to the previous work was more than fulfilling. “When you first discover that you really are hitting on something is the best part. You realize that your work is very much results driven and valuable,” he said.
The two major findings from the work done in 1995 were that an increase in advertising budget doesn’t link to an increase in revenue and the large benefit is testing advertising copy before releasing it, Hu said.
“If you want to be more sure about your advertising, test the performance. It is relatively inexpensive to test advertising performance, but an advertising campaign can cost millions of dollars. You can spend a little bit more to make sure your money is more effective,” he added.
Students that Hu has encountered at Bauer College have noticeable differences from students at other universities, he said. “Here, most students are working. They have more common sense and are able to understand because of their work experience,” Hu said.
Along with the dealing with students who are on a different level than many others in the country, Hu said he is impressed with faculty and staff who make up the Marketing Department. “This is a great department. It’s one of the most dynamic departments I’ve experienced or heard of,” he added. “I hope (the award) could bring more to the school in terms of research respect. Academic excellence is what brings the real reputation.”
By Hannah Eastham
About the University of Houston
The University of Houston, Texas’ premier metropolitan research and teaching institution, is home to more than 40 research centers and institutes and sponsors more than 300 partnerships with corporate, civic and governmental entities. UH, the most diverse research university in the country, stands at the forefront of education, research and service with more than 35,000 students.
About the Bauer College of Business
The C.T. Bauer College of Business has been in operation for more than 60 years at the University of Houston main campus. Through its five academic departments, the college offers a full-range of undergraduate, masters and doctoral degrees in business. The Bauer College is fully accredited by the AACSB International – the Association to Advance Collegiate Schools of Business. In August 2000, Houston business leader and philanthropist Charles T. (Ted) Bauer endowed the College of Business with a $40 million gift. In recognition of his generosity, the college was renamed the C.T. Bauer College of Business.