Media Multitasking - Publications - Faculty & Research

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

looking at. Increasingly, viewers are doubling up on entertainment with a second media device in their hand or on their lap to complement—and compete—with the television. In 2012, Nielsen found that close to 40 percent of smartphone and... View Details

Keywords: by Michael Blanding; Advertising; Sports

31 Jan 2014
News

Research Shows Which TV Ads Are Likely to Make Multitaskers Buy

May–June 2015
Article

Television Advertising and Online Shopping

By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur

Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a... View Details

Keywords: Content Analysis; Difference-in-differences; Internet; Media Multitasking; Online Purchases; Advertising; Advertising Industry; United States

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Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira

Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details

Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry

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18 Nov 2014
First Look

First Look: November 18

and Online Shopping By: Liaukonyte, Jura, Thales Teixeira, and Kenneth C. Wilbur Abstract—Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to... View Details

Keywords: Sean Silverthorne

04 Jun 2020
Book

It’s Not About You: Why Leaders Need to Look Outward

need to look after themselves, and they’re not leading when they do that, and they need to be way more attentive to and present for the needs of others. Great leaders are not multitasking on Zoom. They don’t have their video turned off.... View Details

Keywords: by Kristen Senz

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

Toyota's 333,000 global workforce. “FIFA has the potential to generate $23 billion in revenue in a month” Most of the attention-getting opportunities the World Cup offers both on and off the field are sold to advertisers, either directly via sponsorships or indirectly... View Details

Keywords: by Thales Teixeira; Sports

13 Jan 2015
First Look

First Look: January 13

brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising... View Details

Keywords: Sean Silverthorne

01 Jan 2006
News

Philip L. Yeo, MBA 1976

LESSON FROM HBS "The secret of success often comes down to two main ingredients: think through a problem carefully and then act upon your analysis without a hint of procrastination. HBS is a very effective proving ground for this, and for the View Details

Web

Departments | Employment

work with minimal structure and a desire to create something new. Attributes of Successful Staff Members Flexibility Attention to detail Ability to multitask and to embrace a broad spectrum of tasks from the mundane to complex Passion for... View Details

01 Mar 2016
News

Alumni and Faculty Books for March 2016

extremes. Wineries of the Sierra Foothills: Risk-Takers & Rule-Breakers by Barbara Keck (MBA 1976) (Range of Light Media Group) The Sierra foothills are the largest wine region in America, covering ten California counties that are best... View Details

01 Dec 2016
News

Alumni Books of 2016

of the wonders that surround each of us is coupled with Flatt’s candid, empowering reflections on existence and his illness. The CMO’s Social Media Handbook by Peter Friedman (MBA 1983) (LiveWorld) Thirty years of experience informs this... View Details

Publications