Marketing
When People Turn On the TV, Are They Actually Watching?
A study of baseball telecasts co-authored by Yale SOM’s Kosuke Uetake suggests that relatively few viewers actively look at the screen. Viewers perk up during suspenseful moments, suggesting that changes to advertising or even the structure of baseball games could make ads more effective.
How A Sequence of Decisions Affects Later Shopping Choices
When you’re picking out a jacket or a sofa, does it matter in what order you decide on its color, style, and material? New research suggests that the sequence may change how you categorize the object and how you decide to replace it.
Why Consumers Prefer Products Made by Mistake
New research by Professor Taly Reich and her collaborators suggests that revealing mistakes in designing or manufacturing a product can enhance consumer preference.
Should Online Advertisers Pay for Clicks or Sales?
A new paper provides insights into how both advertisers and publishers should think about which model to choose.
Can a Social Message Sell Sneakers?
The 100-year-old sneaker company Keds has adopted women’s empowerment as its theme as it pursues a more nimble mobile-first marketing strategy.
What’s the New Look for the Fashion Industry?
Former CEO William McComb on how he downsized the fashion conglomerate Liz Claiborne, and what his strategy may foretell for the fashion industry.
What’s at Stake on Social Media?
Sprinklr CEO Ragy Thomas discusses how social media is reshaping companies.
How Can Marketers Get a Message through the Noise?
Linda Kaplan Thaler, former chairman of Publicis Kaplan Thaler, says that to make an impact, advertisements must be funny, concise, and intensely focused.
Can I Ask You a Question?
We have learned to be skeptical of claims by advertisers. Can a question evade our defenses?
What Is the Impact of Big Data?
Yale SOM’s K. Sudhir on how data analytics can change management, in marketing and beyond.
How Do You Market to Millennials?
If millennials haven’t yet reshaped your products and marketing, says Christine Barton of BCG, they will soon.
