Doug J. Chung

4 Results


The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

For United States presidential elections, mass media advertising has been referred to as the "air war" while targeted personal selling is the "ground game." Firms, too, increasingly use both mass media advertising and targeted personal selling to successfully promote products and brands in the marketplace. In this study, the authors jointly examine the effect of mass media advertising and personal selling in the context of US presidential elections. By linking various campaign activities to county-level vote results, the authors are able to offer a more comprehensive identification of the causal effect for campaign activities compared to existing studies on this topic. The results generate insights into the effectiveness of each campaign activity for different voter segments. For example, field operations are more effective for voters with stronger baseline partisan preferences, while advertising from the presidential candidates is more effective among those who are more on the margin. Overall, findings show that political campaigns play an essential role in the outcome of elections. This is contrary to the "minimum effect of campaigning" view held by some pundits, who claim that most voters already have their minds made up and, hence, campaigns barely move the needle in terms of voting results. Such findings may help firms in allocating resources across and within channels. Read More

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College, after one of the most dramatic plays in collegiate football history, benefitted with a dramatic upswing in applications. Other colleges have experienced similar upswings from sports success. In a new study, Doug J. Chung demonstrates the reality behind the "Flutie Effect," named after BC quarterback Doug Flutie. Closed for comment; 8 Comments posted.

Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans

Personal selling is a primary marketing mix tool for most B2B firms to generate sales. Yet there is little research on how the compensation plan motivates a sales force and affects performance. This paper develops and estimates a dynamic structural model of sales force response to a compensation plan with various components: salary, commissions, lump-sum bonus for achieving quotas, and different commission rates beyond achieving quotas. Overall, the analysis helps assess the impact of (1) different components of compensation and (2) the differential importance of periodic bonuses on performance on different segments of sales people. Read More

The Dynamic Advertising Effect of Collegiate Athletics

The primary form of mass media advertising by academic institutions in the United States is, arguably, through its athletics program. This study investigates the possible advertising effects of intercollegiate athletics. Specifically, it looks at the spillover effect and the magnitude and divergence that athletic success has on the quantity and quality of applications received by an academic institution of higher education in the United States. Overall, findings show that athletic success has a significant impact on the quality and quantity of applicants to these institutions. However, athletic success has relatively more importance to the students with lower ability. Students of higher ability have a stronger preference for the quality of education compared to their lower-ability counterparts. Read More