by Thales Teixeira - Publications - Faculty & Research

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

02 Feb 2015
News

Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t

17 Jun 2013
News

Advertising Symbiosis: The Key to Viral Videos

26 Jan 2015
News

What You Can Expect For Social Video in 2015

24 May 2013
News

Advertising Symbiosis: The Key to Viral Videos

09 Feb 2018
Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

programs, including the forthcoming Winter Olympics. Thales Teixeira Lumry Family Associate Professor of Business Administration My top vote for best Super Bowl spot goes to Amazon's Alexa voice-loss ad.... View Details

Keywords: Re: Multiple Faculty; Telecommunications

31 Jan 2013
News

The Funniest Super Bowl Ads of All Time

12 PM – 1 PM EDT, 12 Sep 2018
Webinars: Trending@HBS

Responding to Digital Disruption

As a follow-up to his 2017 webinar and building upon his proposed recipe for digital disruption, Associate Professor Thales Teixeira proposes a new framework to help established businesses respond to digital disruptors. View Details

November 2018
Supplement

Zalora PH: Solving the Profitability Challenge by Hiding Discounts Online

By: Thales S. Teixeira, Donald Ngwe, Leandro A. Guissoni and Samy Dana

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Moment-to-moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

By: Thales S. Teixeira, Michel Wedel and Rik Pieters

We develop a conceptual framework for understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this... View Details

Keywords: Advertising; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Consumer Behavior; Mathematical Methods

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