William Havlena

Bill Havlena is an Associate Clinical Professor of Marketing. He joined LeBow after careers in both academia and business, most recently as Senior Vice President at Dynamic Logic and Kantar Millward Brown leading the North American team for the modeling of cross-media advertising campaign effectiveness measurement. His teaching has concentrated on marketing research, marketing analytics, and consumer behavior.

While at Dynamic Logic and Kantar, Professor Havlena’s team led the development of both quasi-experimental and model-based methods for the evaluation of the branding impact and efficiency of advertising campaigns run across multiple media for a wide range of products and services. His recent publications have focused on the effectiveness of advertising in both digital and traditional media. His research has also examined the role and measurement of nostalgia in marketing, consumer emotions in consumption experiences, marketing of the arts, and perceived risk.

Professor Havlena’s work has been presented at a variety of industry and academic conferences. He serves on the research committee of the Ad Council and is a member of the Market Research Council.

Areas of Expertise

• Advertising effectiveness
• Consumer Behavior
• Cross-media advertising
• Marketing analytics
• Marketing Communications
• Marketing Research
• Nostalgia marketing and emotional experiences

Education

• BA Statistics - Columbia College New York, NY US 1975
• MBA Marketing - Columbia Business School New York, NY US 1984
• PhD Marketing - Columbia Business School New York, NY US 1986

Professional Experience

• Academic-Southern Methodist University Assistant Professor of Marketing Dallas TX Sep 1984 - Aug 1989
• Academic-Rutgers University Associate Professor of Marketing Newark NJ Sep 1989 - Aug 1992
• Academic-Fordham University Associate Professor of Marketing New York NY Sep 1992 - Aug 1996
• Academic-New Jersey Institute of Technology Associate Professor of Marketing Newark NJ Sep 1996 - Aug 2003
• Corporate-Kantar Senior Vice President New York NY Oct 2003 - Apr 2019