Archive

The Rady School Blog

  • Faculty Research Spotlight: Feared Second Screen May Prove Valuable to Television Advertisers

    May 19, 2015
    by Lauren Herr

    In the midst of growing fear of the second screen (laptops, smartphones and tablets) by television advertisers, Rady School Assistant Professor of Marketing, Kenneth C. Wilbur, teamed with colleagues from Cornell University and Harvard Business School on a study entitled “Television Advertising and Online Shopping.” The study, published in Marketing Science, sought to answer two questions: Do Television ads drive web traffic and sales from multitaskers? If so, how does it work?

    Wilbur and the other authors coded and tracked over 1,000 TV advertisements by 20 large brands that were then cross referenced with the brands’ internet browsing and shopping data during commercial breaks.

    Contrary to television advertisers’ fear that the second screen distracts viewers from advertisements, the results of the study suggest the second screen has an upside of providing multitaskers a virtual store in consumers’ pockets, increasing immediate web traffic or purchase for advertisers. What’s more, the study found differing web traffic and sales results depending on ad content differences such as action-focused and direct-response tactics versus emotional and informative arguments.

    The study also suggested a second possible upside of the second screen – by making it easier for consumers to react to advertising, the second screen may help advertisers to better measure the difficult questions of how and when their ads are effective. “Lack of measurability has long been an Achilles’ heel of traditional television advertising,” stated Wilbur, “For the first time, this research could lead to more targeted and effective television ad placements for advertisers.”

    Learn more about the study’s findings or watch a video summary of the study.

    Beyond teaching marketing at the Rady School, Professor Wilbur provides research focused on the intersection of advertising, media, and technology. In addition to Marketing Science, Professor Wilbur has been published in leading journals and his research has won major awards and has been presented worldwide.

    Did you know the Rady School was ranked #1 in the U.S. for Intellectual Capital by Bloomberg Businessweek’s 2014 MBA ranking? Download our exclusive MBA eBook for student and alumni insights on why they chose Rady, where Rady alumni work, the top benefits for Rady students and more.

    Lauren Herr is the Social Media Manager for the Rady School. In her free time she can be found snapping landscape pictures and taking advantage of San Diego's amazing beaches and coffee shops.

  • One of Rady School’s First Ph.D. Students to Teach at Harvard Business School

    May 21, 2015
    by Lauren Herr

    Keenan’s background in the natural sciences ultimately led her to become interested in applying for a Ph.D. in the social sciences. Now, a few short weeks away from graduation, Keenan feels well prepared to begin her Assistant Professor position at Harvard Business School.
  • Leading With Service at the Rady School

    May 14, 2015
    by Will Bigham

    How Rady's Leading With Service Club is encouraging philanthropic involvement and school unity through volunteering and fundraising efforts.
  • From Manager to Entrepreneur: My Rady MBA Story

    May 12, 2015
    by Rajdeep Sidhu

    How one Rady School student fulfilled his dream to transition to entrepreneurship and establish a startup, all within the two-year duration of earning his MBA.
  • Oh, Where to Go this Weekend?

    May 8, 2015
    by Jay Zollmann

    As I’m sure you are already aware, San Diego is an absolutely wonderful place to attend business school. So much to do, so little time. However, occasionally, you just want to venture out and explore the surrounding area. Fortunately, within a half a day’s drive there are other fun and entertaining must sees for every student.
  • Work-Life-School Balance: My Integrative MBA Experience

    April 5, 2015
    by Lauray MacElhern

    By day, I am running meetings and teaching people about harnessing every opportunity for health and wellbeing through nutrition and lifestyle at our Center for Integrative Medicine (CIM). By night, I am a Rady MBA student learning things like business analytics, operations and management strategy.
  • Rady Alumni Silvia Mah Wins Pinnacle Award for Fostering Success for Entrepreneurial Women in San Diego

    May 1, 2015
    by Lauren Herr

    Last night, Rady School alumni Silvia Mah (MBA ’10) won the “Individual in Services” award at the 2015 Pinnacle Awards for her support of female founders and funders to launch, grow and sustain successful female-owned businesses
  • Which Rady MBA Program is the Right Fit for You?

    April 28, 2015
    by Jay Bryant

    There are a few industry vocabulary terms that applicants should be familiar with
  • Master of Finance Student Oliver Binz to Pursue PhD at Duke

    April 22, 2015
    by Lauren Herr

    Oliver Binz (’15) moved to San Diego from Germany last year to pursue a Master of Finance from the Rady School. Unsure of whether he wanted to continue in his current field or transition to academia, he joined the program to gain a deep understanding of finance and decide what direction to advance his career. Fast forward to today, nearly complete with his Master of Finance, Binz has achieved these goals and recently accepted an offer to join Duke University’s PhD program in Accounting.
  • Rady Veteran's Association Highlights Military Values and Professional Development at First Annual Paintball Leadership Challenge

    April 21, 2015
    by Aleena Karamally

    The Rady Veterans’ Association (RVA) hosted its first annual Leadership Challenge at the San Diego Paintball Park to share military experiences and values with classmates in the hopes of developing strong and ethical business leaders.
  • My Spring Break, Right Here in San Diego

    April 9, 2015
    by Keith Louie

    MBA Career Connection's Top Sites for a Successful Career Strategy
  • Fall 2014 StartR Teams Present at Third StartR Demo Day

    April 14, 2015
    by Aleena Karamally

    At the Rady School of Management’s StartR Demo Day, StartR’s Fall 2014 teams had the opportunity to present their startups to investors, industry leaders and the Rady School community.
  • Return On Life

    April 8, 2015
    by Lauren Herr

    The Rady Family Foundation makes a $100 Million Commitment to Benefit the Rady School of Management at UC San Diego
  • Why Rady? An MBA Student Perspective

    April 2, 2015
    by Emily (Na) Wei

    “Why did you decide to earn your MBA at Rady?” is the most frequently asked question I have received since my experience in the U.S. began less than two years ago.
  • Leveraging a Rady MBA for Military Career Advancement

    March 31, 2015
    by Aleena Karamally

    Lieutenant Commander Petro reflects below on why the Rady School was the right fit for him and how he leveraged his Rady MBA to advance his career within the military.
  • Transitioning From a Tech to Business Career with an MBA - Is it Really Possible?

    March 26, 2015
    by Shiva Swaminathan

    An MBA degree is often seen as a route for professionals with a technical or non-business background to transition into business-centric careers and we hear and see Rady students and alumni accomplish it time and time again. So why do some struggle to make that dream switch?
  • Rady School Team Selected for Hult Prize Finals

    March 24, 2015
    by Melinda Battenberg

    Team Develops Interactive Toy to Address Early Childhood Education Gap
  • A Day in the Life of a Rady MBA Student

    March 19, 2015
    by Julia Lee

    Julia Lee (’15) is a second-year student in the Rady School’s full-time MBA program, specializing in marketing. This is a glimpse into Lee’s everyday life as a Rady full-time MBA student.
  • Getting to Know the Rady School Student MBA Ambassadors, Part Six

    March 17, 2015
    by Lauren Herr

    The Rady School’s student MBA Ambassadors serve as a peer-to-peer resource to answer questions and help prospective students get a feel for Rady’s student life, academics, culture and more. In the final part of our six-part series, Sarah Feldman shares her Rady story and advice to those interested in pursuing a Rady MBA.
  • Why Your Business Writing Should Be "Vocabu-wary"

    March 12, 2015
    by Jenny Baranick

    On the first day of class, I ask my college students which aspect of their writing they most hope to improve. For the ten years I have been teaching, the most popular answer I’ve received is they want to improve their vocabulary.