On the afternoon of December 21, 2024, at the invitation of the School of Management, Assistant Professor Mengzhou Zhuang from the University of Hong Kong conducted academic exchanges with the school and delivered an academic lecture titled "Multi-Channel Effects of Mobile Advertising" in Lecture Hall 214 of the School of Management. This lecture marked the 32nd session of the 2024 Overseas Lecture Series hosted by the School of Management. Chaired by Associate Professor Tingyu Lu, it was attended by some faculty members and graduate students from the School of Management.

At the beginning of the session, Associate Professor Lu Tingyu briefly introduced Assistant Professor Mengzhou Zhuang's research directions, academic achievements, and contributions. Faculty and students of the School of Management extended a warm welcome to his arrival. In this lecture, Assistant Professor Zhuang Mengzhou elaborated on his latest research findings in the field of marketing. Taking data from a gaming company in Guangdong Province as an example, he explored how to quantify the simultaneous, carryover, and spillover effects across three different advertising channels. This research helps advertisers better understand advertising effectiveness and optimize advertising strategies to improve ad conversion rates.

After the presentation, faculty and students engaged in lively discussions on the topic of multi-channel advertising effects. Assistant Professor Zhuang Mengzhou actively interacted with the audience, providing detailed answers to questions raised by the participants. This lecture offered a valuable learning and exchange opportunity for the faculty and students in academic research within the marketing field, broadening their research perspectives and academic horizons, and benefiting all attendees greatly.

[Lecturer's Biography]

Mengzhou Zhuang is an Assistant Professor at the Faculty of Business and Economics, the University of Hong Kong. He obtained his PhD from the University of Illinois, USA. His research focuses on innovations in corporate sales and promotion models, as well as changes in communication channels brought about by new technologies.

He has published numerous papers in journals such as Journal of Marketing and Information Systems Research. In his research, he primarily adopts economic or psychological theories and uses econometric models to analyze corporate data, thereby providing useful recommendations for enterprises, consumers, and policymakers.

[Written by Bai Kaiwen & Lu Tingyu; Reviewed by Shao Jing & Zhang Shuang]