Advertising Media - Publications - Faculty & Research

02 Apr 2015
Research & Ideas

Digital Initiative Summit: Big Messages, Small Screens, Many Choices

In the land of the digitally connected, the mobile device is king. The majority of digital media consumption happens on mobile devices, with smartphone and tablet activity making up 60 percent of digital screen time in the United States,... View Details

Keywords: by Carmen Nobel; Advertising

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

million every four years just for the privilege of using The Rings in their advertising—with hundreds of millions more spent on the advertising campaigns themselves. They aren't the only ones banking on Olympic success. NBC, which paid... View Details

Keywords: by Michael Blanding; Advertising; Advertising

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The ticket sales are a mere fraction... View Details

Keywords: by Thales Teixeira; Sports

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

social media companies system from the platform. Unless regulatory or governance change happens, it’s hard to see what changes Facebook implements will solve the Pandora’s box of problems opened when it allowed View Details

Keywords: by George Riedel

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

last spring, at the height of pandemic lockdowns. And before the pandemic, social media use had been flat for four years as these advertising channels became more cluttered and distrusted, offering marketers... View Details

Keywords: by Kristen Senz

September 2013 (Revised August 2015)
Background Note

Leadership and Teaming

By: Ethan Bernstein

Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail... View Details

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10 Feb 2003
Research & Ideas

Commodity Busters: Be a Price Maker, Not a Price Taker

more than it charged light users. The original basis for pricing telephone service, including both a fixed monthly charge and a usage charge, represents the same kind of thinking. The person who chose to price advertising services as 15... View Details

Keywords: by Benson P. Shapiro

September 2017
Case

Tencent

By: John R. Wells and Gabriel Ellsworth

Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the... View Details

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10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

public. Boaty blowback highlights the potential danger of giving consumers the power to vote, even though customer engagement is a primary goal of almost every social media strategy. The problem: Even though NERC never explicitly promised... View Details

Keywords: by Michael Blanding; Advertising

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

For example, under the "informative" , advertising tends to encourage price competition while "persuasive" advertising tends to inhibit price competition. Clearly, both kinds of View Details

Keywords: by Manda Salls

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States

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14 Sep 2009
Research & Ideas

Understanding Users of Social Networks

near the media hubs (except Atlanta) and far away from those elite opinion-makers in coastal urban areas. “You need to shift your mindset from social media to social strategy.” "MySpace has a PR problem... View Details

Keywords: by Sean Silverthorne; Advertising; Advertising

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

increasingly fold Web advertising into their media mix. Deighton and Barwise categorize current Web advertisers as either incumbents, traditional brick-and-mortar organizations... View Details

Keywords: by Peter K. Jacobs

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

football. “I am hesitant to say schools choose to invest in athletics just because of the spillover effect into academics” "The primary form of mass media advertising by academic institutions in the... View Details

Keywords: by Sean Silverthorne; Advertising; Advertising; Advertising

17 Oct 2024
Research & Ideas

The Reputation Risks of Sharing Fake News

not just to share anything that would benefit your political party if it were true.” The findings provide a key lesson for companies that advertise and share content on social media to gain a following:... View Details

Keywords: by Avery Forman

May 1988
Case

Capital Cities/ABC, Inc: Spot Sales

By: Frank V. Cespedes

Keywords: Advertising; Strategy; Marketing; Media and Broadcasting Industry

Citation

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05 Feb 2009
Research & Ideas

In Praise of Marketing

to globalization, a second force enabling marketing to bring good quality to the masses is technology. Today, the Internet, supported like most of the diverse media that preceded it by brand advertising... View Details

Keywords: by John Quelch; Advertising

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

January 2009
Teaching Note

Obama versus Clinton: The YouTube Primary (TN)

By: John A. Deighton and Leora Kornfeld

Teaching Note for [509032]. View Details

Keywords: Internet and the Web; Media; Political Elections; Advertising Campaigns

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02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details

Keywords: by James Heskett

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Digital Initiative Summit: Big Messages, Small Screens, Many Choices

Can Putin Score Olympic Gold?

World Cup Soccer: 770 Billion Minutes of Attention

Does Facebook's Business Model Threaten Our Elections?

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

Leadership and Teaming

Commodity Busters: Be a Price Maker, Not a Price Taker

Tencent

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Bypass Marketing: Are Docs Influenced?

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

Understanding Users of Social Networks

Cyber-Marketing: Scouting the Digital Communications Frontier

Diagnosing the ‘Flutie Effect’ on College Marketing

The Reputation Risks of Sharing Fake News

Capital Cities/ABC, Inc: Spot Sales

In Praise of Marketing

Uncovering Racial Discrimination in the ‘Sharing Economy’

Obama versus Clinton: The YouTube Primary (TN)

Are Candor, Humility, and Trust Making a Comeback?

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