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.
What can a professional association accomplish?
Venture capitalists seed companies that are not yet a gleam in the public market's eye. Their investments can sprout and transform industries. Anne Glover '78, a past chairman of the British Venture Capital Association, says a professional association helps the industry self-police.