Kenneth C. Wilbur
Assistant Professor of Marketing, University of Southern California Marshall School of Business
B.S. (Communications, Economics), magna cum laude, University of Miami, 1997
M.A. (Economics), University of Virginia, 2001
Ph.D. (Economics), University of Virginia, 2005
Kenneth C. Wilbur is Assistant Professor of Marketing at the University of Southern California's Marshall School of Business since 2005.
Wilbur's primary research interests are media markets and advertising effectiveness. His papers on viewer avoidance of television commercials and the impacts of Digital Video Recorders are forthcoming in the Journal of Advertising and conditionally accepted by Marketing Science. He has been quoted in national media like Marketplace on National Public Radio and Media Daily News.
Wilbur's current research examines competition in search advertising markets and the effects of "click fraud" on search engines' ad position auctions, microfoundations of television advertiser demand, and retailers' strategic reactions to manufacturer trade promotions. A separate stream of research seeks to understand the equilibrium relationship between market share and retail distribution in consumer packaged goods industries. This research produced a decision support tool currently used by brand managers in several categories at Procter and Gamble.
He serves as the faculty adviser to the National Student Advertising Competition team at USC.
