Prof. Liu Yong is an Associate Professor and Gary M. Munsinger Chair in Entrepreneurship and Innovation at Eller College of Management. His papers have been published in Journal of Marketing, Marketing Science, etc. He is also a reviewer of Journal of Marketing, Marketing Science, Management Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Retailing, etc.

At the invitation of the Institute of Marketing Science, Prof. Liu Yong from the University of Arizona gave a lecture entitled “Advertising Strategies in a Word-of-Mouth Environment: theoretical models and empirical analysis” to the teachers and students of ECUST School of Business in Room 102 at the 3rd teaching building of ECUST on the morning of Dec. 26, 2012. Presided over by Prof. Jing Fengjie, the lecture was attended by Prof. Guo Yi and some postgraduates.

The teachers having a hot discussion during the lecture

 
In the beginning, Prof. Liu introduced three different advertising strategies. On this basis, he established the analytical model of advertising strategies under the word-of-mouth effect, and distinguished word-of-mouth from the effect of product advertising. By conducting an empirical analysis with data of the US film industry, Prof. Liu finally obtained the optimal advertising strategies of high-quality products in the word-of-mouth environment.

Prof. Guo Yi sending a gift to Prof. Liu Yong

Later, Prof. Liu discussed with the teachers present about MBA/EMBA teaching experience and methods. The young teachers present said that they benefited a lot from Prof. Liu’s lecture, which expanded their horizons and improved their teaching.

group photo