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Publications

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Filter Results: (12) Arrow Down Arrow Up

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  • All HBS Web  (12)
    • News  (4)
    • Research  (7)
  • Faculty Publications  (2)

Show Results For

  • All HBS Web  (12)
    • News  (4)
    • Research  (7)
  • Faculty Publications  (2)
Page 1 of 12 Results
  • 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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Liaukonyte, Jura, Thales Teixeira, and Kenneth Wilbur. "Television Advertising and Online Shopping." Marketing Science 34, no. 3 (May–June 2015): 311–330.
  • 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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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • 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
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