Davit Davtyan Curriculum Vitae, August 2016

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1 Davit Davtyan Curriculum Vitae, August 2016 The University of Texas at Austin Phone: Stan Richards School of Advertising & PR W. Dean Keaton, Austin TX Academic Background: Ph. D., Advertising (expected 2017), The University of Texas at Austin, Stan Richards School of Advertising and PR, Austin, Texas. Dissertation Title: Investigating the Effectiveness of Brand Placements in Music Videos: The Effects of Repetition. Dissertation Committee: Dr. Isabella Cunningham (Chair), Dr. Gary Wilcox, Dr. Linda Golden, Dr. Wayne Hoyer, Dr. Tasha Beretvas, Dr. Brad Love. Master of Business Administration (2009), American University of Armenia, School of Business and Management, Yerevan, Armenia Bachelor of Science in Physics (2004), Moscow Institute of Engineering and Physics. Concentration: Solid State Physics, Moscow, Russian Federation. Research Interests: Branded Entertainment, Comparative Advertising, Diffusion of Innovations, Big Data. Teaching Interests: Consumer Behavior, Marketing Research, Marketing Strategy, Integrated Marketing Communications, Advertising, Digital Marketing, Marketing Analytics. Academic Experience: Adjunct Lecturer, American University of Armenia, MBA Program, Yerevan, Armenia, June July 2016 Designed and taught a capstone course Entrepreneurship, Innovation and Growth to second year MBA students at the University. Assistant Instructor, The University of Texas at Austin, Texas, USA, January 2016 present Designed and taught Psychology of Advertising course to over 100 undergraduate students. Internship Coordinator, The University of Texas at Austin, Texas, USA, June 2013 December 2015 Developed and delivered a robust portfolio of internship related services including outreach to employers and campus partners as well as direct service to students through workshops, events, and advising. Teaching Assistant, The University of Texas at Austin, Texas, USA, Aug 2012 May 2013 Assisted the instructor and conducted review sessions for students in the Integrated Marketing Communications, Account Planning and General Management and Strategy classes. Visiting Lecturer, American University of Armenia, MBA Program, Yerevan, Armenia, Sept Dec 2010 Taught two sections of graduate Principles of Marketing to first year MBA students at the University. Sales and Customer Service Instructor & Trainer, Byblos Bank Armenia, Yerevan, Armenia, April May 2010 Conducted training programs in Excellence in Customer Service and Essentials of Selling in Financial Institutions to mid-level managers of the bank. Davit Davtyan Page 1

2 Sales and Customer Service Instructor, Orange Armenia, Yerevan, Armenia, Nov Feb 2010 Conducted training programs in Handling Customer Complaints and Essentials of Cross Selling and Up Selling to employees and managers of the telecommunication company. Teaching Assistant, American University of Armenia, MBA Program, Yerevan, Armenia, Oct March 2010 Assisted the instructor and conducted review sessions for students in the Financial Accounting and Corporate Finance classes. Research & Publications: Refereed Journal Articles and Proceedings Davtyan, D., Stewart, K. and Cunningham, I. (in press). Comparing Brand Placements and Advertisements on Brand Recall and Recognition. Journal of Advertising Research. Davtyan, D. and Cunningham, I. (in press). An Investigation of Brand Placement Effects on Brand Attitudes and Purchase Intentions: Brand Placements versus TV Commercials. Journal of Business Research. Davtyan, D. and Eastin. M.S. (2016). Strategic Importance of Different Adopter Groups in Diffusion of Innovation Research: Focus on Laggards. Proceedings of the 2016 AMA Summer Educators Conference, Atlanta, GA. Manuscripts in Preparation Davtyan, D., Wilcox, G. and Cunningham, I. (data analysis), WOM Effects of Placing Alcohol Brands in James Bond Movies. Target: Journal of Advertising Research. Davtyan, D. and Cunningham, I. (final write-up), Program Involvement Effects on the Affective Measures of Brand Placements Effectiveness. Target: Journal of Current Issues and Research in Advertising. Davtyan, D. and Cunningham, I. (study design), Innovate, Survive and Thrive: Heuristics and Biases of New Product Adaptation. Target: Journal of Consumer Marketing. Davtyan, D. and Cunningham, I. (study design), The Real Value of Brand Placements in TV Programs. Target: Journal of Academy of Marketing Science. Applied Research Feasibility Study for Gyumri Technology Center, Center for Business Research and Development, American University of Armenia, Business Plan for Business Incubator in Gyumri, Center for Business Research and Development, American University of Armenia, A Guide for Foreign Companies- Taxation in the Republic of Armenia, Center for Business Research and Development, American University of Armenia, 2010, Unpublished Handbook. Import and Export of Gold and Diamond in the Republic of Armenia, Center for Business Research and Development, American University of Armenia, 2010, Unpublished Handbook. Research Funding: 2013 IC2 Research Grant, Comparative Research of Brand Placements and TV Commercials, University of Texas. Faculty Adviser, Isabella Cunningham. Granted $5, IC2 Research Grant, Affective and Conative Effects of Brand Placements, University of Texas. Faculty Adviser, Isabella Cunningham. Granted $25,000.. Davit Davtyan Page 2

3 2016 IC2 Research Grant, Research the Long-term Effects of Brand Placements in TV Programs, University of Texas. Faculty Adviser, Isabella Cunningham. Under review. Selected Coursework: Advertising and Media Analytics Theories of Persuasive Communication Advanced Advertising Theories 1 Advanced Advertising Theories 2 Advanced Advertising Research 1 Advanced Advertising Research 2 Media Management Media Psychology Social Media Marketing Marketing Research Methods Buyer Behavior Marketing Strategies Marketing of High-Tech Products Innovation Marketing Methodology and Statistics Quantitative and Qualitative Research Methods Experimental Design and Statistical Inference Correlation and Regression Methods Survey of Multivariate Methods Structural Equation Modeling (Brad Love) (Mike Mackert) (Anthony Dudo) (Matt Eastin) (Wei-Na Lee) (Vincent Cicchirillo) (Matt Eastin) (Gary Wilcox) (Raghunath Rao) (Julie Irwin) (Jade DeKinder) (Kevin Williams) (Luís Filipe Lages) (Wei-Na Lee) (Tiffany Wittacker) (Tasha Beretvas) (Keenan Pittuch) (Timothy Keith) Corporate Experience: Assistant Researcher, American University of Armenia, Yerevan, Armenia, March 2010 June 2012 Responsible for design and implementation of a variety of studies and research projects including business analysis and planning, feasibility studies for business start-ups, market research and analysis, financial analysis, production planning and optimization and implementation of classroom and on-the-job training programs. Commerce Director, Infonika, Yerevan, Armenia, Sept 2008 March 2010 Senior manager in charge of all sales activities of various departments and personnel involved in sales and marketing. Provided leadership in day-to-day operations of the sales and marketing departments. Analyzed sales statistics to determine business growth potential and established performance goals and monitored performance on a continual basis. Marketing Specialist, Marnik LLC, Yerevan, Armenia, Oct 2006 Dec 2007 Responsibilities included the development, writing, and communication of Marketing Plans, promotional recaps, creative briefs, project recommendations, and presentations. Produced campaign analytics reports and assisted with writing and editing of promotional literature, newsletters, direct marketing, and Internet marketing projects. Reviewed and analyzed marketing and competitive data to support marketing strategy development. Project Manager, BAITS, Moscow, Russian Federation, May 2002 March 2004 Responsible for the overall direction, coordination, implementation, and control of various projects to ensure consistency with company strategy, commitments and goals. Planed and scheduled project timelines; managed project budgets and resource allocation. Davit Davtyan Page 3

4 Professional Service: 2016 AMA Summer Educators Conference Reviewer Honors and Awards: Armenian General Benevolent Union Fellowship Highly competitive and prestigious fellowship awarded for academic merit and community service Armenian General Benevolent Union Fellowship Highly competitive and prestigious fellowship awarded for academic merit and community service Armenian General Benevolent Union Fellowship Highly competitive and prestigious fellowship awarded for academic merit and community service. Affiliations: American Marketing Association (member) International Center for Intercultural Research, Learning & Dialogue (member) References: Isabella Cunningham (chair) Stan Richards Chair in Advertising and PR Stan Richards School of Advertising and PR University of Texas at Austin Phone: Gary Wilcox John A. Beck Centennial Professor in Communication Stan Richards School of Advertising and PR University of Texas at Austin Phone: Linda Golden Shelby H. Carter, Jr. and Patricia Carter Regents Professor in Global Business Marketing McCombs School of Business University of Texas at Austin Phone: Davit Davtyan Page 4

5 Selected Abstracts: APPENDIX Davtyan, D., Stewart, K. and Cunningham, I. (in press) Comparing Brand Placements and Advertisements on Brand Recall and Recognition. Journal of Advertising Research. Despite the popularity of brand placements in TV programming, little is known about their effectiveness when they are used separately or combined with TV commercials. Results of the current study, confirmed that brand placements in TV sitcoms elicit lower recall but similar recognition compared to a 30-second advertisement during the commercial break. It was suggested that consumers memory performance might be enhanced by combinations of brand placements and TV commercials as explained by synergy effects of mixed usage of these promotional tactics. Underlying mechanisms are discussed and managerial implications are offered. Davtyan, D. and Cunningham, I. (in press). An Investigation of Brand Placement Effects on Brand Attitudes and Purchase Intentions: Brand Placements versus TV Commercials. Journal of Business Research. Brand placements are becoming an important part of promotional toolkit of many major companies. However, despite the increasing volume of research on brand placements during the last decade, several important questions still remain unanswered. The purpose of this research is to investigate the effectiveness of brand placements in television sitcoms and contrast it with the effectiveness of 30- second commercials. The authors administer a quasi-natural experiment to a sample of research panel participants to investigate how brand placements in television sitcoms affect their attitudes and purchase intentions. Results of the study suggest that people have a more positive attitude toward brand placements than toward traditional television commercials. Moreover, placements can be more effective than 30-second commercials when targeting audiences with low attitude toward advertising. Finally, a combination of a brand placement and a commercial within one program doesn t significantly increase brand attitudes and purchase intentions compared with sole exposure conditions. Davtyan, D. and Eastin. M.S. (2016). Strategic Importance of Different Adopter Groups in Diffusion of Innovation Research: Focus on Laggards, Proceedings of the 2016 AMA Summer Educators Conference, Atlanta, GA. Contemporary marketing practices suggest that in order to foster successful adoption of innovations, marketers should consider targeting the Early Adopters, as this group has a substantial influence on the behavior of other adopter groups. As such, marketing research rarely examines behavior of other consumer segments (e.g. Laggards), labeling them as financially unattractive. However, recent studies demonstrated that under certain conditions, targeting late adopters might be profitable. The current research is an attempt to shed light on the decision making process of late adopter segments by Davit Davtyan Page 5

6 integrating the Theory of Planned Behavior and Diffusion of Innovations framework. Results indicate that various adopter groups have different determinants of behavior and should be targeted differently. Specifically, results demonstrate that attitudes and subjective norms of leapfrogged Laggards are similar to those of Early Adopters; however their perceived behavioral control is significantly lower than that of the Early Adopters and Majority groups. Finally, this research offers some practical implications, which might help companies to target underserved markets. Davit Davtyan Page 6