Monia Kouki-Block

Monia is a research assistant and PhD candidate at the University of Hamburg in Germany. She studied business administration at the University of Hamburg where she received her master degree.  After her studies she has spent several years working in different positions of media companies. She is interested in the advertising market, production and financing of media products.

Her PhD Thesis is titled "Media Brands on the advertising market" and examines the importance of media brands in the process of media planning. Branding in the media industry differ in many characteristics from other industries. The most important difference is that the media serves audience and advertisers at the same time, which is described as a two-sided market. Branding strategies for both markets are needed. The advertising market has a significant role, as advertising is the main resource of revenue for a publishing house.

With the help of an ACBC experiment, her study will investigate the impact of an extended media print brand in online media planning. She will examine the importance of extended media print brands compared to online brands and other selecting criteria (quantitative and qualitative).