May 27, 2024


Think Differently

Professor Prasad Naik awarded 2023 Don Schultz Award for Innovation in Built-in Marketing Communications – Medill

Naik’s ground breaking analysis and educating methods to be honored by Medill at a May 25 function

The global award acknowledges college school and internet marketing industry experts who have demonstrated excellence in training the ideas of integrated marketing communications (IMC) and bridging the hole amongst the educational and business arenas.

EVANSTON, Sick. — A committee of Medill College of Journalism, Media, and Integrated Marketing Communication school and business specialists have chosen Professor Prasad Naik as the receiver of the 2023 Don Schultz Award for Innovation in Training, Idea and Exercise of Built-in Marketing and advertising Communications.

Naik is a Professor of Advertising at the College of California Davis, where by he builds versions to support managers increase profit. His exploration gives answers to concerns this sort of as how considerably should firms devote on promoting, how to break up the finances across multiple media channels, and how to deal with livestream salespersons’ effectiveness. He has printed around 50 posts in the journals, which include Nature Critiques, Journal of Internet marketing, Journal of Advertising and marketing Analysis, Internet marketing Science, Management Science, Automatica, Biometrika, JASA, JRSS-B, Journal of Econometrics, Functions Investigate, among others.

“Dr. Prasad Naik is not only a prolific and highly cited scholar, but he has also had a large impact on practice applying behavioral data and the concepts of IMC,” reported Vijay Viswanathan, affiliate dean of IMC. “His work on how organizations ought to allocate methods to various media, especially to a medium that may well seem to be significantly less productive on its very own but has a multiplier effect in tandem with other media, emphasizes the value of integrated advertising communications in the authentic environment.”

The award is named for long-time Medill Professor Don Schultz, who played a pivotal position in creating the field of Built-in Advertising Communications (IMC) and establishing the IMC section at Medill in the early 1990s. Medill was the initially university to provide a graduate degree in Built-in Promoting Communications in the United States. Schultz is regarded internationally as the “father of IMC.” He died in 2020.

“Profitable this prestigious award is a privilege and honor — it features me an possibility to endorse Prof. Don Schultz’s remarkable legacy to future generations of scholars and administrators,” mentioned Naik.

The intercontinental award recognizes university college and advertising and marketing professionals who have shown excellence in training the concepts of built-in internet marketing communications (IMC) and bridging the hole in between the tutorial and business arenas. Naik will get a income prize of $5,000.

Naik will be honored at a ceremony on May possibly 25, 2023. Registration details to adhere to.