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- Faculty Publications (24)
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- All HBS Web (131)
- Faculty Publications (24)
- 01 Dec 2017
- News
3-Minute Briefing: Wei Zhang (MBA 1999)
connection we feel with animals. People thought the most we could do was 30 to 50 million yuan; eventually we did 606 million yuan in box office. Working in media was always my dream. One summer I saw an advertisement recruiting for kids...
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Julia Hanna
- 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...
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- 04 Sep 2019
- News
Giving Live Sports Another Dimension
Smart Venues “There’s long been this tension between the experience of live sports in a venue versus the comfort of watching on TV at home. And broadcasts have improved dramatically. So now stadium-goers are increasingly expecting their...
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- 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...
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- 01 Sep 2015
- News
In My Humble Opinion: Keith Clinkscales (MBA 1990)
beauty of working in California is that I still wake up on East Coast time. I can work three or four hours before the LA day kicks in.” Happy place: Bryant Park in Manhattan. “You can take a genuine, green-grass moment that’s very accessible, right there on 40th Street...
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- 18 May 2011
- News
Man with a Plan
News (February, 13, 2011). Therein lies the broad impact of his “Yella Fella” TV ads, in which Rane stars as the yellow-clad cowboy who saves the West from rotting wood with his pressure-treated pine, known as YellaWood. “They'll probably...
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- 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...
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by Michael Blanding
- 12 Jul 2011
- News
Phone Fun
demographic’s attention. “TV is where we have to be,” said Braterman. The Adam & Eve advertising agency, which represents Phones 4u, recently arranged large sponsorship deals with a number of youth market shows, including ITV’s “Harry...
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- 01 Oct 2000
- News
Timothy G. Brier: The Price is Right
represented a substantial barrier to entry to any competitors, our long-term success would depend on customer service, scalability, and building the brand. While practically every other dot-com chose to advertise on the Internet, we saw...
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James E. Aisner
- 10 Nov 2008
- Research Event
Social Media Leads the Future of Technology
Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in...
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by Martha Lagace
- 01 Sep 2003
- News
The Kids Are Alright: Alumni Children Crack Case
pop-up ads on most sites. Instead, its “immersive” advertising was more like the product placements common to television and movies — sponsors’ products or messages appear in the context of the site’s games and activities.) As the class...
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- 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...
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by Sean Silverthorne
- 17 Dec 2001
- Research & Ideas
Venture Capital: Hot Markets and Current Industry Trends
sleeves.—Jeff Fagnan Lisa L. Wiersma, Principal, Tribune Ventures, invests around core businesses or newspapers and television stations. Her firm, perhaps not too surprisingly, is particularly interested in ventures that are not driven by View Details
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by Julia Hanna
- 04 Sep 2019
- News
A Wide Screen Approach
Immersive Media “The single largest revenue stream for sports in North America is media rights. The sports industry is slowly adapting to new formats and platforms, which is having an immediate impact on the acquisition and retention of audiences. The traditional model...
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- Career Coach
Hillary Mann
aspirations. Prior to HBS, Hillary worked in Integrated Marketing at MTV Networks and as a Production Assistant for a national TV talk show. Drawing upon her coach training from CPD and the Co-Active Training Institute, Hillary asks...
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- 01 Feb 1998
- News
Running Up the Score
as a TV sport and, from the fans' perspective, made it a national game. Before that, teams had only sold TV rights separately in their local markets." Television revenues remained rather modest, however,...
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Garry Emmons
- 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
- 01 Mar 2014
- News
Insight: Yenball
geographic: Japanese stars who come to US cities with a large Japanese population—Los Angeles and New York, for example—can convert those populations into increased ticket and merchandise sales. (All major league teams share national TV...
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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...
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- 01 Dec 2013
- News
14 for '14
consumer data, expect social platforms to grab media dollars from TV budgets and to drive e-commerce sales. Facebook continues to grow but look for Google to get more aggressive by leveraging YouTube and Google+." —Walter Delph (MBA...
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