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Thursday, 14 October 2010 15:11

Social Media and the Context for Corporates

A tweet there, a status update here, a blog post over there. This seemingly inconsequential stream of online commentary has suddenly begun to challenge the orthodoxies of traditional marketing approaches. Granted, corporates may have come to the social media party late, but they are showing every intention of playing catch-up. And those companies that don’t embrace these new methods of communication risk being left behind in the turgid realm of old media.

Published in Marketing and Sales
Sunday, 19 September 2010 17:25

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether.

New research by HBS professor Thales S. Teixeira offers a simple, inexpensive solution to help marketers hold on to some of those consumer eyeballs.

In "Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing," forthcoming in Marketing Science, Teixeira and coauthors Michel Wedel of the University of Maryland and Rik Pieters of the Netherlands' Tilburg University use data that tracks the eye movements of nearly 2,000 participants over 31 commercials to show how various branding patterns of activity influence consumer "zapping," or ignoring, commercials.

Published in Marketing and Sales