JURA LIAUKONYTE Curriculum Vitæ by lvs94353


									                                               JURA LIAUKONYTE

                                                  Curriculum Vitæ
                                                      September, 2008

  Department of Economics                                                                        12 Blackwood St. Apt 118
  University of Virginia                                                                                 Boston, MA 02115
  Phone: 434.284.3353                                                                                  Phone: 434.284.3353
  2015 Ivy Road, Room 312, P.O. Box 400182                                                      URL: http://www.Jurax.net
  Charlottesville, VA 22904-4182                                                                 E-mail: Jura@virginia.edu

  Ph.D. in Economics, University of Virginia, USA                                      Expected: May 2009
  M.A. in Economics, University of Virginia, USA                                             January 2005
  B.A. in Economics (Summa Cum Laude; Valedictorian), Vytautas Magnus University, Lithuania     June 2003

Research and Teaching Interests
  Quantitative Marketing, Empirical Industrial Organization, Advertising Effectiveness, Comparative
  Advertising, Perceived Quality, Applied Microeconomics, Economics of Advertising

Awards and Honors
  Bankard Fund for Political Economy Pre-Doctoral fellowship (2007-2008)
  Marketing Science Institute grant (2006) (with S. Anderson and F. Ciliberto)
  National Science Foundation fellowship (2006) for Meeting of Nobel Prize Laureates in Economics, Germany
  Outstanding Teaching Award (2005-2006), University of Virginia
  Graduate Fellowship, Department of Economics (2003-2008), University of Virginia
  Dupont and Mastercard Fellowships (2003-2005), University of Virginia
  European Union Socrates Scholarship (2003), Jonkoping International Business School, Sweden
  G. Soros Scholar, Undergraduate Exchange Program (2001-2002), Slippery Rock University, Pennsylvania
  Open Society Institute, New York Summer Civil Society Program Grant (2002)
  Undergraduate Full Scholarship (1999-2003), Vytautas Magnus University, Kaunas, Lithuania
  Outstanding Undergraduate Thesis (2003), Vytautas Magnus University, Kaunas, Lithuania
  High Honors List (1999-2003), Vytautas Magnus University, Kaunas, Lithuania

 Job Market Paper: “Is Comparative Advertising an Active Ingredient in the Market for Pain Relief? An
 Empirical Model of Advertising Content”
Advisors: Simon P. Anderson, Federico Ciliberto.
   This paper studies the role of advertising in product differentiation in the Over-The-Counter analgesics market, with a
   special emphasis on the role of comparative advertising. I model the demand for pain relievers using a structural
   random coefficients framework and modify it to allow comparative and noncomparative advertising to affect the
   perceived quality of a product.
   This paper is the first one to incorporate the content of advertising into the structural demand model. I use a novel
   dataset which enables me to separate the effects of comparative and noncomparative advertising. Additionally, the
   estimated model allows information that is provided in the content of a comparative ad for one product to affect another
   product, a feature that is notably absent in empirical marketing literature.
   The results show that advertising and, especially, comparative advertising is a fruitful strategy for competing firms to
   differentiate their products and cannibalize a competitor's market share. The empirical results suggest that comparative
   advertising in this industry increases the perceived quality of a product more than noncomparative advertising. Among
   the findings is also the fact that comparative advertising is very effective in denigrating a competitor's brand.
   Additionally, comparative advertising impact on demand is found to be significantly shorter-lived than that of
   noncomparative advertising. Lastly, the propensity to be persuaded by comparative advertising differs among the
   analyzed demographic groups, with the oldest consumers being the most likely to be influenced by advertising.
Marketing Science Institute Working Paper, January 2008
“Getting into Your Head(ache): Advertising Content for OTC Analgesics",
With Simon P. Anderson, and Federico Ciliberto
  The over-the-counter analgesics market is characterized by substantial advertising expenditures by the top brands.
  Advertising-to-sales ratios in this industry range from 20-50%, and are more than 7 times higher than the average for all
  industrial sectors.
  We use a novel dataset where we code the product characteristics featured in the advertisements. For comparative
  advertisements, we record the rival products mentioned as well as the characteristics used for comparisons. We provide a
  comprehensive, five-year description of the number and types of characteristics mentioned in ads as well as the ad
  spending on emphasizing particular characteristics. The content analysis highlights the role of different types of
  advertising in enhancing product differentiation.
  We then consider some theoretical hypotheses and test them with our data. First, we find that the fraction of comparative
  advertising is highest for new brands, or those with low market shares. Second, comparative advertising targets rival
  brands rather than stablemates. Third, there is only limited support for the idea that each characteristic will be advertised
  by at most one product. However, we find that nationally advertised brands tend to specialize in which characteristics
  they advertise the most. Fourth, comparative advertising claims are more likely for experience rather than credence
  attributes. Finally, we find that usually comparative advertising targets products with different active ingredients.

“Push-me, Pull-you: Equilibrium Analysis of Advertising Choice",
With Simon P. Anderson, Federico Ciliberto and Regis Renault
  In this paper we model the strategic choice of comparative and noncomparative advertising. We derive the equilibrium
  conditions and explain why firms use comparative advertising and how it affects the equilibrium outcomes of
  competitors. We show the predictions of the relationships between market shares and comparative advertising intensity
  and match it with the empirical observations in OTC analgesics market. We show that the presence of comparative
  advertising increases the magnitude of the Prisoner’s Dilemma, which is bound to exist even in most noncomparative
  advertising scenarios. This paper provides answers to the following questions: Why do firms use comparative advertising
  in a market where products are differentiated? How do these actions affect the market position of the brand which
  advertises comparatively and the brand that is being attacked? Why would firms compare their brand to a competitor’s
  brand rather than using direct advertising of their own brand?

“Advertising with Subjective Vertical Differentiation: Characteristics Approach”
With Simon P. Anderson and Federico Ciliberto
   We argue that advertising affects the consumer's perception of the quality of goods by highlighting quality attributes of
  the product. We model the advertising of particular product attributes, and find evidence that advertising heightens the
  consumer appreciation of the characteristic(s) that is advertised. Ads are found to strengthen consumer valuation of the
  product by strengthening appreciation of its strongest constituent characteristics.

“Advertising Spillovers: From Branded to Generic”
   In this paper I allow information that is provided through advertising for branded product to spill over to generic
   product, a feature that is notably absent from empirical industrial organization literature. With cross advertising
   elasticities, I empirically test whether there exists a spillover effect, when advertising of a branded product affects sales of
   it’s generic counterparts.

“Perception Mapping with Comparative Advertising”
   The position of the brands in the perceptual map space are modeled as depending on the true characteristics of products,
   the advertising of the characteristics and the type of advertising. Comparative advertising is allowed to increase the
   distance between two brands in a different way than noncomparative advertising.

“A History of Mergers: Theory and Regulations"
   U.S. public policy with respect to horizontal mergers has changed rather drastically over the last forty years. To a large
   extent, this change is reflected in the differences between the Fist Merger Guidelines issued by the DOJ in 1968 and the
   guidelines currently in force. While it is tempting to summarize these changes as a move from a very strict regime to a
   more permissive one, I argue that it is more accurate to describe the evolution of merger policy as a reflection of more
   sophisticated theoretical and empirical Industrial Organization research.
Academic Experience
 Instructor, University of Virginia, Department of Economics
 (Rated 4.6/5.0 vs. Department Average 3.8/5.0)
      Industrial Organization (Econ 419)                         Spring 2007, Spring 2009
      Intermediate Microeconomics (Econ 301)                     Summer 2006

Instructor, Brandeis University, International Business School
     Microeconomic Analysis (Econ 80A)                           Spring 2008

Teaching Assistant, University of Virginia, Department of Economics
    Intermediate Microeconomics                                 Summer 2005/Fall 2005/Spring 2006
    Principles of Microeconomics                                Fall 2003/Fall 2004
    Principles of Macroeconomics                                Spring 2004/Spring 2005

Research Assistant, University of Virginia
    Simon P. Anderson, Ph.D., Department of Economics            Spring 2006 – Fall 2008
    Kamalini Ramdas, Ph.D., Darden Business School               Spring 2006 – Spring 2008
    Luann Lynch, Ph.D., Darden Business School                   Spring 2006 – Spring 2008
    Gregory Fairchild, Ph.D., Darden Business School             Summer 2004/Summer2005

Presentations and Conferences
    INFORMS Marketing Science Conference, Vancouver, Canada, June 2008
    Doctoral Student Consortium, Vancouver, Canada, June 2008
    Brown Bag Seminar, Department of Economics, University of Virginia , April 2008
    “Beautifully Misleading Mind”, Market Based Management Institute, February 2007
    “Comparative Advertising”, Invited Lecture for Simon Anderson, University of Virginia, October 2007
    “Advertising Content”, Invited Lecture for Simon Anderson, University of Virginia, October 2006
    Southern Economic Association Annual Meeting. Washington, DC, November 2008 (planned)
    G. Soros scholarship alumni conference, Central European University, Budapest, Hungary
    Conference and Workshops, “Human Rights and Media“, by Open Society Institute, Istanbul, Turkey
    Economics Summer School — “Take the Best from East and West“, Ljubljana University, Slovenia

  Languages: Lithuanian (Native Speaker), English (Excellent), Russian (Good), German (Basic), Polish (Basic).
  Programming experience: STATA, MATLAB, SPSS, SAS, GAUSS, Visual Basic, C++, HTML
  Citizenship: Lithuania, European Union.

   Simon P. Anderson,                Federico Ciliberto,                 Kamalini Ramdas,
   Commonwealth Professor            Assistant Professor                 Associate Professor of Business Adm.
   Department of Economics           Department of Economics             Darden Graduate School of Business
   University of Virginia            University of Virginia              University of Virginia
   P.O. Box 400182                   P.O. Box 400182                     P.O. Box 400321
   Charlottesville, VA 22904         Charlottesville, VA 22904-4182      Charlottesville, VA 22903-4321
   Office: (434) 924-3861            Office: (434) 924-6755              Office: (434) 243-7685
   Fax: (434) 982-2904               Fax: (434) 982-2904                 Fax: (434) 243-8945
   E-mail: sa9w@virginia.edu         E-mail: ciliberto@virginia.edu      E-mail:ramdask@darden.virginia.edu

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