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  • April 1986 (Revised October 1986)
  • Case

Office Technology, Inc. (A1): Video Background

By: Michael Beer and Richard E. Walton
Keywords: Media; Technology
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  • April 1985 (Revised June 1990)
  • Case

STA Media

By: William A. Sahlman
Keywords: Media
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  • spring/summer 1984
  • Article

Children as Consumers: An Ethical Evaluation of Children's Television Advertising

By: L. S. Paine
Keywords: Customers; Ethics; Media; Advertising
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  • April 1979 (Revised May 1993)
  • Teaching Note

Community Television of Southern California: KCET, Teaching Note

By: Regina E. Herzlinger
Keywords: Media; Media and Broadcasting Industry; California
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  • December 1978 (Revised March 1992)
  • Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch
A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details
Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)
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  • May 1976
  • Article

Interbrand Choice, Media Mix and Market Performance

By: M. E. Porter
Keywords: Decision Choices and Conditions; Media; Markets; Performance
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  • Teaching Interest

Overview

By: John A. Deighton
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details
Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Entertainment and Recreation Industry; Information Technology Industry; Publishing Industry; Media and Broadcasting Industry
  • Research Summary

Overview

By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details
Keywords: Marketing; Media; Information Technology; Advertising Industry; Communications Industry; Consumer Products Industry; Information Technology Industry; Telecommunications Industry; Publishing Industry; North and Central America; Asia; Europe