The thesis for which Yory Wollerich won the award is entitled: Return on Advertising:
Market-Response Study About the Effect of Advertising Expenses per Media Channel on Sales. The research was conducted in commission of KPN and offers an econometric model which provides insight into the relationship between advertising expenses and products sold in the telecom industry.
The first conclusions dawn from the report indicate that the short and long term effects of advertising expenses are significantly different. The jury was very impressed by the theoretical foundations and the econometric analysis of Yory’s thesis. According to the jury, “the thesis is very applicable in practice and it is to be hoped that more advertisers will be conducting such an analysis”.
Yory gladly accepted the Hans de Chatinier Award in front of a crowd of 1500 people at the Beurs van Berlage. According to Yory, it was “quite a spectacle”. And he did not say too much: the theme of the night was ‘Media and Vogue, Mediacatwalk 2009’. Guests were asked to dress up as ‘fashionably as possible’. When it was announced he had won the award, Yory had to go up the stage and have a little chit-chat with Humberto Tan, who was the presenter of the awards and is well-known for presenting several Dutch television shows.
On stage, Yory explained his thesis a bit more. The thing he remembers the most was the shock on the faces of the representatives of magazines and newspapers when he talked about the long term effect of print advertising expenditures. Most likely, Yory got plenty of advertisers thinking that night. So in the end, the wish of jury for more research will probably be granted.
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