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Show Results For
- All HBS Web
(55)
- News (21)
- Research (35)
- Multimedia (6)
- Faculty Publications (6)
- 2014
- Working Paper
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
By: Thales S. Teixeira
Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details
Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
When marketers want to reach users of social networks such as Facebook, MySpace, or Cyworld, they have two choices: buy advertising or start a viral campaign. New research by Harvard Business School professor Sunil Gupta suggests that... View Details
- 28 Jan 2014
- First Look
First Look: January 28
increased dramatically (seven- to nine-fold) in the last two decades. To counteract this trend, I propose novel approaches to lower its cost or use attention more efficiently by adopting multitasker-tailored ads, Lean Advertising, and View Details
Keywords: Sean Silverthorne
- 29 Jan 2014
- Working Paper Summaries
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Keywords: by Thales S. Teixeira
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
online ad budget is spent on search advertising, which is more effective than banner advertising at driving traffic. The ability to place your ad on the screen exactly where someone is searching for... View Details
- 11 Jun 2013
- First Look
First Look: June 11
themselves (e.g., inbound marketing), (3) outsourcing content creation (e.g., via crowdsourcing), or (4) outsourcing content distribution (e.g., viral marketing). Benefits and challenges of these four approaches are discussed and their... View Details
Keywords: Carmen Nobel
- 04 May 2010
- First Look
First Look: May 4
knowledge-based "recombinative capabilities" view of business groups—that such groups have done the most to invest in R&D and other skills necessary to combine inputs in ways that lead to greater added value. Further, our... View Details
Keywords: Martha Lagace
- 29 Nov 2010
- HBS Case
United Breaks Guitars
object lesson in what that means for big, recognizable companies and their brands. "United Breaks Guitars" documents the incredible viral power of social media, analyzing the reach and impact of a clever customer complaint music... View Details
Keywords: by Julia Hanna
- 15 May 2024
- Research & Ideas
A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better
for marketers is to make such interventions short, memorable, and motivational—as when Metro Trains in Melbourne, Victoria, successfully launched a viral ad campaign on railway safety called “Dumb ways to... View Details
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details
- 07 Feb 2022
- Research & Ideas
Digital Transformation: A New Roadmap for Success
algorithms can lead to unintended bias that harms certain employees and customers, and the company’s reputation (a bias story can go viral on social media within minutes). 5. Design for inclusive and agile problem-solving As they become... View Details
- 25 Jul 2023
- Research & Ideas
Could a Business Model Help Big Pharma Save Lives and Profit?
cross-sector and cross-border partnerships needed to execute the model. Adding new information about how pharmaceutical companies handle global public health challenges. Jessica Martinez, a former Big Pharma executive who joined the Bill... View Details
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right... View Details
Keywords: by John Deighton and Leora Kornfeld
- Web
Profiles - MBA
to working at a healthcare VC and then in software at Microsoft, I've experienced technology being integrated into a wide array of disciplines. What I've found is that it is often too easy to fall in love with the technology itself and not with the value View Details
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
culture, setting off a K-Drama (Korean television drama) and K-Pop (Korean pop music) craze, with music exports, for example, expanding ninefold to $277 million in 2013. Think virally and socially. When New York City sought to bring back... View Details
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
Stay beautiful”—went viral on social media in 2013. (See illustration below) Campaign ad featuring Indian actress Nandita Das protesting skin-lightening creams. Source: Women of Worth, courtesy Rohit... View Details
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
marketers are feeling pressure to show ROI.” Still, since those first Facebook ads were posted in 2004, social media has proven itself a valuable tool for helping companies create consumer perceptions about particular brands (Old Spice)... View Details
- Web
2022 Reunion Presentations - Alumni
Reunions 2022 Reunion Presentations Slides and materials have been added for many of the faculty presentations. Session recordings from the Live from Klarman Hall series are available here and on the Klarman series page . June 3-4 June... View Details
- 01 Sep 2010
- News
You’ve Been YouTubed
or not we’re active users of them. A new case coauthored by HBS marketing professor John Deighton and research associate Leora Kornfeld offers an object lesson in what that means for big, recognizable companies and their brands. “United Breaks Guitars” documents the... View Details
- 19 Nov 2019
- Op-Ed
Gender Bias Complaints against Apple Card Signal a Dark Side to Fintech
Hansson tweeted that after both he and his wife Jamie applied for the Apple Card with much of the same or shared financial information, he was astonished to receive a credit limit 20 times higher, despite his wife’s higher credit score. Cue the View Details