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  • 2021
  • Working Paper

First Law of Motion: Influencer Video Advertising on TikTok

By: Jeremy Yang, Juanjuan Zhang and Yuhan Zhang
This paper engineers an intuitive feature that is predictive of the causal effect of influencer video advertising on product sales. We propose the concept of m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging... View Details
Keywords: Influencer Advertising; Video Advertising; Computer Vision; Machine Learning; Advertising; Online Technology
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  • 14 Oct 2015
  • News

When People Pay Attention to Video Ads--and Why

Keywords: video advertising; consumer behavior; Advertising, Public Relations, and Related Services; Professional Services
  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (A), Video

Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended... View Details
Keywords: Advertising; Consumer Products Industry
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  • 24 May 2013
  • Video

Advertising Symbiosis: The Key to Viral Videos

  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (B), Video Introduction

Provides an overview of the two-part video: 1) bake-off participant interviews with managers from Gillette and its advertising agency for Dry Idea, and 2) creative presentations by the two bake-off competitors. View Details
Keywords: Advertising; Consumer Products Industry
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  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (B), Video

Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)... View Details
Keywords: Advertising; Consumer Products Industry
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  • 24 May 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

It probably won't shock you that the most popular YouTube video in the past month was "Gentleman," the latest hit from South Korean rapper PSY, whose "Gangnam Style" is the most-watched video of all time.... View Details
Keywords: by Carmen Nobel; Advertising
  • May 1986 (Revised August 1987)
  • Supplement

Gillette Co.: Dry Idea Advertising (A), Video Introduction

Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. View Details
Keywords: Advertising; Consumer Products Industry
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  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (C), Video

Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half... View Details
Keywords: Advertising; Consumer Products Industry
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  • May 1994
  • Supplement

Advertising and Promotion Management, Fourth Edition, Video

By: John A. Quelch
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  • 17 Jun 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • Jun 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Related
  • May 2011 - 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Related
  • April 1994
  • Supplement

Advertising and Promotion Management, Fourth Edition, Video Index

By: John A. Quelch
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  • 2015
  • Other Unpublished Work

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Lingling Zhang, Clarence Lee and Anita Elberse
Keywords: Digital Marketing; Advertising Campaigns
Related
  • Video

Dr. Catena Video Clip - Marketing & Advertising

  • May 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Related
  • 05 Jul 2006
  • Working Paper Summaries

Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures

Keywords: by Anita Elberse & Bharat N. Anand; Advertising; Advertising; Advertising
  • 17 Sep 2007
  • Research & Ideas

Broadband: Remaking the Advertising Industry

no longer sitting in front of the television screen and are open to more creative options. They will increasingly go to where the audience is—social networking, video sharing, and virtual world sites. We're also seeing View Details
Keywords: by Julia Hanna; Advertising; Advertising; Advertising