UC Davis experts: Marketing and advertising

The following UC Davis faculty members are available for comment on various topics related to marketing and advertising. If you need more help in finding a source for a related topic, please contact Julia Ann Easley, News Service, (530) 752-8248, jaeasley@ucdavis.edu, or Claudia Morain, (530) 752-9841, cmmorain@ucdavis.edu.

• Customer service, sales and pricing, Web affiliate referrals
• Online vs. offline sales, sales of tiered services, new products
• Evaluation, direct marketing, new products, models and methods
• Good branding
• New products, consumer choice, vehicles
• Quality of life and its impact on elections, services marketing

Customer service, sales and pricing, Web affiliate referrals

Online vs. offline sales, sales of tiered services, new products

Assistant Professor Eyal Biyalogorsky of the Graduate School of Management concentrates his work on marketing strategy, pricing, new product development and managerial decision making. He is an ad hoc reviewer for several top journals, including Marketing Science, Journal of Marketing Research, Marketing Letters, and Psychology & Marketing. He has studied the effects of online activities on offline sales and how firms should pay affiliate partners for referring potential customers to their Web sites. Biyalogorsky is researching consumers' price expectations for frequently purchased products as well as how businesses such as airlines, train operators and performing arts houses that offer different service classes can best maximize profits from selling upgraded tickets. Contact: Eyal Biyalogorsky, Graduate School of Management, (530) 752-9919, eyalog@ucdavis.edu.

Evaluation, direct marketing, new products, models and methods

Associate Professor Prasad Naik of the Graduate School of Management is an authority on the development of new models and methods to improve the practice of marketing and advertising. He can offer expert perspective on systematic approaches for designing and marketing new products, marketing budgeting, media selection, developing creative strategies, and the design and evaluation of advertising campaigns. Naik teaches courses on integrated marketing communications and new product development strategies. He has done consulting in sales and brand management for a wide spectrum of companies. Naik also teaches marketing in executive education programs for international wine industry professionals. Contact: Prasad Naik, Graduate School of Management, (530) 754-9834, panaik@ucdavis.edu.

Good branding

Popular brands help create idealized self-images for consumers, says UC Davis American culture scholar Carolyn de la Peña. A former branding strategist who worked on national corporate accounts, de la Peña can talk about how good branding allows the consumer to see an idealized image of what they'd like to be. She can talk about how to advertisers use branding to meet their goals as well as the history of advertising in the United States. De la Peña's book, "The Body Electric: How Strange Machines Built the Modern American," was published in 2003. Contact: Carolyn de la Peña, American Studies, (530) 752-3375, ctdelapena@ucdavis.edu.

New products, consumer choice, vehicles

Professor David Bunch of the Graduate School of Management is an internationally recognized expert on marketing research, marketing science, and decision and management sciences. His research interests include consumer choice behavior, choice modeling, new product development and introduction, travel behavior and vehicle choice, and alternative fuel vehicles. Bunch has consulted on transportation issues for public utilities, the California Energy Commission and the U.S. Department of Energy. He has assessed the acceptance and potential impact of alternative fuel vehicles, the impact of telecommuting on travel and other transportation choice issues. Contact: David Bunch, Graduate School of Management, (530) 752-2248, dsbunch@ucdavis.edu.

Quality of life and its impact on elections, services marketing

Professor Michael Hagerty of the Graduate School of Management specializes in quality-of-life issues and surveying peoples ’ beliefs about whether quality of life and living conditions have improved, declined or remained the same. He also studies the effects of several quality-of-life indicators on the outcomes of national elections, including U.S. presidential races. His research shows that changes in economic variables and food availability significantly affect election outcomes. In addition, changes in crime rates were found to be nearly as important in affecting election outcomes as economic variables. As a consultant, Hagerty has measured quality of life and living conditions for foreign governments and governmental organizations. He has published more than 25 scholarly articles in top academic journals, and he serves as a reviewer of papers for a dozen academic publications. He teaches classes on marketing management and consumer behavior. Contact: Michael Hagerty, Graduate School of Management, (530) 752-7619, mrhagerty@ucdavis.edu.

Media contacts:

• Julia Ann Easley, UC Davis News Service, (530) 752-8248, jaeasley@ucdavis.edu
• Claudia Morain, News Service, (530) 752-9841, cmmorain@ucdavis.edu,

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