Publications

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios... View Details

Keywords: by Kim Girard; Advertising; Media & Broadcasting

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

divided the ads into four types. The first two types, product-focused and action-focused, look for a direct response from the viewer. Product-focused ads showcase products and features, explaining to the... View Details

Keywords: by Michael Blanding; Advertising; Sports

November 2021
Article

A Salient Sugar Tax Decreases Sugary Drink Buying

By: Grant E. Donnelly, Paige Guge, Ryan Howell and Leslie John

Many governments have introduced sugary drink excise taxes to reduce purchasing and consumption of such drinks; however, they do not typically stipulate how such taxes should be communicated at point-of-purchase. Historical, field, and experimental data entailing over... View Details

Keywords: Decision-making; Open Data; Open Materials; Preregistered; Health; Policy; Taxation; Consumer Behavior; Decision Making

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March 2020
Case

Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire

By: Ayelet Israeli, Danilo Tauro and Sarah Gulick

This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming an integrated adtech company that could leverage AI to buy digital media, while creating and serving display and... View Details

Keywords: Digital Marketing; Insolvency and Bankruptcy; Mergers and Acquisitions; Applications and Software; Internet and the Web; Competition; Marketing; Advertising Industry; Web Services Industry; United States; Europe

12 Aug 2008
Op-Ed

Google-Yahoo Ad Deal is Bad for Online Advertising

many advertisers that currently buy ads from Yahoo. The proposed deal would substantially reduce Yahoo's ability to offer competitive payments to Web site publishers seeking to show pay-per-click ads.... View Details

Keywords: by Benjamin G. Edelman; Advertising; Publishing

06 Aug 2019
Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

Kenny: : "This flat tire needs a man," says the narrator of the Goodyear Tire commercial that aired during the inaugural Super Bowl between the Green Bay Packers and the Kansas City Chiefs in 1967. The ad featured a damsel in... View Details

Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting

28 Oct 2015
Research & Ideas

A Dedication to Creation: India's Ad Man Ranjan Kapur

Now you have programmatic buying; the algorithm does all that. There is no comparative advantage in media buying anymore. So suddenly you need an engineering mind, you need a data-analytics mind, and you... View Details

Keywords: by Sean Silverthorne; Advertising

November 2013
Article

Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella

Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these... View Details

Keywords: Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States

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Article

Towards a Bill of Rights for Online Advertisers

By: Benjamin Edelman

Online advertising presents remarkable efficiencies—better targeting, improved measurement and greater return on investment. Yet there are challenges, particularly when networks of intermediaries place ads through convoluted relationships, and all the more so when... View Details

Keywords: Online Advertising; Rights; Measurement and Metrics; Investment Return; Negotiation; Networks; Problems and Challenges; Performance Efficiency; Law; Advertising Industry

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July 1989 (Revised April 2001)
Case

Kanthal (A)

By: Robert S. Kaplan

Multinational company needs an improved cost system to determine the profitability of individual customer orders. Its strategy is to have significant sales and profitability growth without adding additional administrative and support people. The new cost system... View Details

Keywords: Cost Accounting; Earnings Management; Cost Management; Financial Management; Multinational Firms and Management; Business or Company Management; Customer Relationship Management; Sales; Business Strategy; Profit; Electronics Industry

28 Apr 2021
Research & Ideas

Remote Workers Spend More on Housing. Do They Deserve Higher Pay?

To executives expecting to save on office space when some employees continue working remotely post-pandemic: Not so fast. Makeshift desks and kitchen tables have sufficed for many people working from home to avoid COVID-19. However, permanently remote workers tend to... View Details

Keywords: by Kristen Senz

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

seminar. The other implication is sales models, most of which are the ad hoc accumulation of decisions that different managers made pursuing different objectives, usually quarter by quarter. Changes in View Details

Keywords: by Kristen Senz

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry

26 Jun 2017
Research & Ideas

How Cellophane Changed the Way We Shop for Food

senses deprived by cellophane—i.e., while a store’s customers could no longer touch, smell, or taste a product before buying it, cellophane let you imagine how a product smelled, felt, or tasted. One ad in... View Details

Keywords: by Carmen Nobel; Food & Beverage; Retail; Advertising

March 2022
Case

DealShare: Social E-Commerce for the Indian Mass Market

By: Krishna G. Palepu and Malini Sen

Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details

Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, advertising on the Internet is much... View Details

Keywords: by Susan Young

July 1998 (Revised August 1998)
Case

Optimark: Launching a Virtual Securities Market

Bill Lupien's OptiMark Technologies, Inc., plans to launch a super-computer system in September, 1998 that he believes will release previously withheld liquidity to the securities market. While today's market matches those trades based on price and size, Lupien's... View Details

Keywords: Information Technology; Financial Markets; Product Launch; Financial Services Industry; United States

May 2007 (Revised November 2019)
Case

Dollar General (A)

By: Willy Shih, Stephen P. Kaufman and Rebecca McKillican

Dollar General Corporation (DG) operates one of the leading chains of extreme value retailers in the United States. 2006 revenues reached $9.2 billion, making DG the 6th largest mass retailer in the country. With revenues growing at 9% annually over the five-year... View Details

Keywords: Business Model; Family Business; Disruptive Innovation; Growth and Development Strategy; Competitive Advantage; Retail Industry; United States