Skip to main content

Marketing

Now It’s Personal: How Knowing an Ad Is Targeted Changes Its Impact

A consumer’s knowledge that an advertisement has been tailored to their interests changes how they respond, according to a new study co-authored by Yale SOM’s Jiwoong Shin. Firms evaluating marketing strategies should factor consumers’ inferences about targeted ads into their advertising decisions, Shin says.

An illustration of a bald man looking at an ad for a hair growth product that includes a version of himself with hair
  • The Pleasure of Guilt

    Guilt may be a key mechanism for enhancing pleasure, according to new research co-authored by Professor Ravi Dhar.

  • How do you sell steel?

    How does a manufacturing company in Baltimore thrive selling steel around the world? Titan Steel Corporation keeps manufacturing jobs in the U.S. by continually adapting to shifting suppliers and customers as macro trends and exchange-rate shifts alter the global competitive landscape.

  • What is ecological economics?

    Robert Costanza is one of the founders of a trans-disciplinary effort to understand how economics is embedded in the broader ecosystem that supports all human activity. From this perspective, he sees both limits for economic growth and opportunities to improve long-term human well- being.

  • What are the economics of happiness?

    Economists have begun to use research into happiness to explore questions in economics, policy, and management. Betsey Stevenson of the Wharton School of the University of Pennsylvania surveys the work in this emerging field.

  • How do you market a global brand?

    John Hayes, chief marketing officer at American Express, discusses creating relationships with a global customer base that ranges from individuals to multinational corporations.

  • What does a choice look like?

    A number of economists, psychologists, and neuroscientists are using imaging studies to peek at the brain in action — trying to better understand why we make some of the choices we do.

  • What are your customers thinking?

    The question has always been critical to marketers. However, with rapid innovations in technology—social networks, mobile technology, new ways of delivering content—and the following shifts in behavior, it might be harder to answer than ever. Rishad Tobaccowala, the CEO of Denuo, a company that helps clients grapple with these trends, gives his take on the pulse of marketing today.

  • How do foreign companies market to India?

    Even in a globalized world, culture can create real differences in how products are received from country to country. This can lead to both challenges and opportunities for businesses, according to Julien Cayla of the Australian School of Business.

  • Can you say 'Cosmo' in Russian?

    You can find Cosmopolitan on news­stands in Korea, India, Russia, Greece, Brazil, China, and 50 other countries. How did the idea of the “fun, fearless female” go global — and pull in profits for Hearst?

  • How do you take a brand global?

    In 2005, Lenovo, China’s largest PC maker, acquired IBM’s worldwide PC business. The company inherited nearly $10 billion in annual sales, but faced the challenge of introducing itself to millions of consumers.