Academic Affiliate Randolph Bucklin Receives American Marketing Association Award for Online Advertising Article
September 23, 2016
The American Marketing Association (AMA) honored Analysis Group academic affiliate and UCLA Anderson School of Management Professor Randolph Bucklin with the 2016 William F. O'Dell Award for his coauthored article, "From Generic to Branded: A Model of Spillover in Paid Search Advertising" (Journal of Marketing Research, February 2011). The award is presented annually at the AMA Summer Marketing Educators' Conference in recognition of the Journal of Marketing Research article that demonstrates the most significant, long-term contribution to marketing theory, methodology, and/or practice.
The article, coauthored with University of Washington Foster School of Business Associate Professor Oliver J. Rutz, is based on research to understand the interplay of paid generic and branded search activity on the internet, and the management of paid search advertising. The same article also won the AMA's Paul E. Green Award (presented annually in recognition of the Journal of Marketing Research article that demonstrates the most potential to contribute to the practice of marketing research) in 2012.
This is the second consecutive William F. O'Dell Award for Professor Bucklin. "Determining Influential Users in Internet Social Networks" (Journal of Marketing Research, August 2010), an article he coauthored with University of Maryland Robert H. Smith School of Business Associate Professor Michael Trusov and UCLA Anderson School of Management Associate Professor Anand V. Bodapati, won the 2015 William F. O'Dell award, after having also previously won the Paul E. Green Award (in 2011). This article was based on research into determining which social media users have significant effects on the activities of others, using the longitudinal records of members' login activity.