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- 06 Mar 2006
- Research & Ideas
Winners and Losers at the Olympics
There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win the broadcast rights for the... View Details
- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
year. And unlike for most TV advertising, viewers actually watch Super Bowl commercials. Which advertiser did best? It depends on whether we judge based on aesthetic aspects of the production or likely... View Details
- 02 Feb 2015
- Research & Ideas
Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t
unbundling that allows customers to pick and choose the content they consume (be it articles, music tracks, or airline tickets), Teixeira identifies the fueling factor in this case as "decoupling"—separating out activities that customers want from those that they... View Details
Keywords: by Michael Blanding
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details
- 03 Aug 2015
- Research & Ideas
Why Fierce Competitors Apple and Amazon Became ’Frenemies’ Over eReaders
terms, both companies would like nothing better than to have customers to themselves, wrapped up in their own seamless media universes: iTunes, iPad, and Apple TV on the one hand; and Kindle, Amazon Prime, and Fire View Details
- 10 Aug 2015
- Research & Ideas
Why a Federal Rule on CEO Pay Disclosure May Get You In Trouble With Customers
Here's a tip for companies looking to woo customers away from the competition: Besides advertising fair prices for your products, try advertising fair wages for your employees. Recent research from Harvard... View Details
- 30 Dec 2013
- HBS Case
HBS Cases: What Warren Buffett Saw in Newspapers
advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the decreasing revenues created falling margins and increased leverage... View Details
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising... View Details
Keywords: by Sean Silverthorne
- 19 Nov 2014
- HBS Case
Marketing Marijuana
medium-sized marijuana producers are already trying to build brand loyalty by marketing strains such as Grape Stomper, which boasts a high THC content; sweet-tasting Golden Goat; and low-THC Critical Mass, which markets itself as a more mellow bud. Price Of Pot Since... View Details
- 04 Apr 2019
- Cold Call Podcast
Can Mark Zuckerberg Rebuild Trust in Facebook?
really struck me about this, and that I really wanted to ask students about, is that Mark Zuckerberg is a very public figure. He's in every newspaper, every day. TV shows, media. He wants to be that public figure. All of a sudden he gets... View Details
Keywords: Re: Andi Wang
- 25 Feb 2014
- First Look
First Look: February 25
When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study By: Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby Abstract—The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in View Details
Keywords: Sean Silverthorne
- 19 Dec 2017
- First Look
New Research and Ideas, December 19, 2017
sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need to be made. The first decision is in regard to the amount of... View Details
Keywords: Carmen Nobel
- 29 Jan 2007
- Research & Ideas
The Business Press Is a Watchdog that Bites
by advertising revenue. On the other hand, he detected clear bias in the types of companies that the press targets for special scrutiny. For this reason, business people are wise not to underestimate the ability of the press—particularly... View Details
- 06 Mar 2012
- First Look
First Look: March 6
Review (forthcoming) Abstract Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for... View Details
Keywords: Sean Silverthorne
- 10 Sep 2013
- First Look
First Look: September 10
of metrics to describe TV programs and broadcast advertising. Co-Founder and CEO Deb Roy said: "We want to measure audience engagement, not just media consumption." But what was the value of audience engagement? How could it be... View Details
Keywords: Sean Silverthorne
- 07 Aug 2012
- Research & Ideas
Off and Running: Professors Comment on Olympics
more appealing since it comprises a higher-than-normal proportion of women (especially when gymnastics and swimming are featured) compared to typical sports programs. The TV tradition of "up-close-and-personal" human interest... View Details
- 06 Feb 2007
- First Look
First Look: February 6, 2007
world? Discusses the new distribution platforms, including downloads and video streaming. Also, provides a brief background of the evolution of the U.S. TV broadcast networks from the 1970s through the end of the 20th century. Purchase... View Details
Keywords: Martha Lagace
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer Data—Use It
customers." He cites the example of a major hotel chain that asks guests to complete a multiple-question satisfaction survey via their room's TV set during their stay. When one guest answered "extremely dissatisfied" to all... View Details
Keywords: by Jean Ayers
- 23 Feb 2010
- First Look
First Look: Feb. 23
http://hbr.org/product/handbook-of-leadership-theory-and-practice/an/12326-HBK-ENG Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters... View Details
Keywords: Martha Lagace