Publications

May 1982 (Revised April 1984)
Case

Consolidated Foods Corp. (A)

Top management at Consolidated Foods was concerned about consumer complaints and threatened boycotts, some relating to television and print ad content and others relating to sponsorship of television programs thought to portray excessive sex or violence. Describes the... View Details

Keywords: Customers; Marketing Communications; Crisis Management; Advertising

June 2007 (Revised April 2010)
Case

Comcast Corporation

By: Anita Elberse and Jason Schreiber

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry

23 Aug 2011
First Look

First Look: August 23

unobserved program attributes. Our focus is on the network television industry, in which the products are television shows. We estimate a model that allows us to distinguish between the direct effect of... View Details

Keywords: Sean Silverthorne

Article

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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Read Now

11 Jun 2018
Research & Ideas

Why South Korea's Samsung Built the Only Outdoor Skating Rink in Texas

advertisers. They were especially likely to spend in areas where trials are decided by juries, rather than bench trials (i.e., decided by judges), where advertising increases were statistically zero. “You are not buying billboards to... View Details

Keywords: by Michael Blanding; Legal Services

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

Are you sure you have everything you need to watch the Super Bowl this weekend? Beer? Check. Nachos? Check. Friends? Check. What about your smartphone, tablet, or laptop? When most people sit down to watch the "big game" this Sunday, the View Details

Keywords: by Michael Blanding; Advertising; Advertising

05 Aug 2008
First Look

First Look: August 5, 2008

Prior to 1992, college football teams were matched for post-season play up to several weeks before the end of the regular season. Since 1992, the market has reorganized to postpone this matching. We show that the matching of teams affects efficiency as measured by the... View Details

Keywords: Martha Lagace

31 Jan 2005
Research & Ideas

Rethinking Marketing’s Conventional Wisdom

position in the market. Q: Do you have a favorite case? A: One of the cases I wrote is about BMW Films' award-winning marketing campaign. These were eight beautiful short films by famous directors, each less than ten minutes long, stuck on a corner of the Internet.... View Details

Keywords: by Garry Emmons; Service

22 Aug 2012
Research & Ideas

Advertising: It’s Not ‘Mad Men’ Anymore

Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the... View Details

Keywords: by Michael Blanding; Advertising

July 2002
Case

Introducing ... The XFL!

By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman

When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details

Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization

June 1999
Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth

Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment

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22 Oct 2009
Working Paper Summaries

Strategies to Fight Ad-sponsored Rivals

Keywords: by Ramon Casadesus-Masanell & Feng Zhu; Advertising

September 2011 (Revised March 2014)
Case

Brightcove, Inc. in 2007

By: Andrei Hagiu and David B. Yoffie

Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details

Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Motion Pictures and Video Industry

January 2016 (Revised February 2016)
Case

Citizens United and Corporate Speech

By: David Moss and Marc Campasano

The story of Citizens United began in late 2007, as leading members of the Republican and Democratic parties were preparing for the 2008 presidential primaries. Democrats expected a three-way contest in their party between Senator Barack Obama of Illinois, Senator (and... View Details

Keywords: Rights; Internet and the Web; Political Elections; Lawsuits and Litigation; Business and Government Relations

10 Jul 2000
Research & Ideas

Cable TV: From Community Antennas to Wired Cities

John Walson launched the first commercial cable television system in Mahanoy City, Pennsylvania, an Appalachian town eighty-six miles from Philadelphia. 1,2 Walson worked as a lineman for Pennsylvania Power & Light and also owned a... View Details

Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Consumer Products; Entertainment & Recreation

June 2013 (Revised November 2013)
Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details

Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States

07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

perspective, altering the commercials to mimic a pulsing strategy is a virtually cost-free fix for a significant payoff, with zapping rates for some commercials reduced by as much as 25 percent in a lab experiment. If a company is paying to View Details

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

March 2012
Article

The New Science of Viral Ads

By: Thales Teixeira

It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details

Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment

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