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.
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.