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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
When Upbeat Commercials Backfire
Marketing Digital ArticleMarketers, take note. -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?
Sales & Marketing Digital ArticleA survival guide for the new, privacy-centric iOS 14.5. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Holding Onto Your Marketing Budget in a Downturn
Sales & Marketing Digital ArticleSix actions for marketing leaders. -
“Over Time, the Market Will Demand This Information”
Customer experience SpotlightA conversation with Vanguard chairman emeritus Jack Brennan -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Us vs. Them: The Minefield of Comparative Ads
Marketing Magazine ArticleTo introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […] -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong. -
What You Need to Know About California’s New Data Privacy Law
Government policy and regulation Digital ArticleAny company with Californian customers will be affected. -
The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Innovation Magazine ArticleFrench powerhouse LVMH has created a constellation of the most lucrative brands in the world, from Dior to Dom Pérignon. Its chairman explains that success comes down to a four-part paradox: Be timeless and modern, fast growing and highly profitable—all at once. -
Put Marketing at the Core of Your Growth Strategy
Sales & Marketing Digital ArticleThree ways to use marketing as a lever for growth, according to McKinsey research. -
Mismanagement of Advertising
Sales & Marketing Magazine ArticleMost U.S. companies spend as much on advertising as they earn from their brand, and what do they get for it? Not nearly enough. Ineffective tests and... -
How the Pandemic Changed Marketing Channels
Marketing Digital ArticleA new survey of more than 300 marketing leaders identified five key trends. -
Costly Bargain of Trade Promotion
Sales & Marketing Magazine ArticleOver the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase... -
How to Acquire Customers on the Web
Sales & Marketing Magazine ArticleMost retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing... -
How One Marketing Team Made AI Part of Its Daily Work
Marketing Digital ArticleNine out of ten marketers agree: Organizations must increase their use of AI if they want to stay competitive.
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Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study11.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study11.95View Details Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this... -
Francis, Berther and Alfreed
Technology & Operations Case Study11.95View Details At a large advertising agency, a campaign for a major account develops problems at the last minute, and the campaign must be redone. The management supervisor... -
E-Cigarettes: Marketing Versus Public Health
Sales & Marketing Case Study11.95View Details Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower... -
Framedia (A)
Finance & Accounting Case Study11.95View Details Examines an acquisition in the highly competitive new media advertising industry in China in late 2005. The transaction leads to eventual consolidation... -
Netflix, Inc.
Management Case Study11.95View Details The case is set in 2023. The protagonists are Ted Sarandos and Greg Peters, co-CEOs of Netflix, a subscription streaming service and content production... -
Siemens Corp. (A): Corporate Advertising for 1992
Sales & Marketing Case Study11.95View Details Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals... -
MTI: Cash Budgeting in Times of a Sharp Business Downturn
Finance & Accounting Case Study11.95View Details Bill Young, president and CEO of MTI was in Victoria, BC at the time of the terrorist attacks on the World Trade Center on September 11, 2001. Bill knew... -
Groupon for Local Businesses
Sales & Marketing Case Study11.95View Details Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large... -
Promontory, Inc.
Innovation & Entrepreneurship Case Study8.95View Details Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago... -
WorldCom "generation d"
Sales & Marketing Case Study11.95View Details The Worldcom case study takes place in 2000-2001 when the company's "generation d" advertising campaign was launched. The primary emphasis in the early... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Collaborative Commerce for Empowering Marginalized Communities: The Autorickshaw Community Empowerment (ACE) Ecosystem and t4u
Strategy & Execution Case Study11.95View Details The case as the title reveals is about a collaborative program called ACE which combines technology, with a social need through a creative business model... -
Note on Sensory Marketing: Shaping Consumer Perception and Behavior
Sales & Marketing Case Study11.95View Details How do our senses affect which products we like and don't like? How can products be made more sensorially engaging? What should managers consider when... -
FCB and Publicis (B): Managing Client and Country Diversity
Strategy & Execution Case Study5.00View Details Discusses FCB and Publicis, partners in a global advertising agency alliance, working together with their clients to provide excellent service. May be... -
Facebook: Fake News, Free Speech and an Internet Platform's Responsibility
Strategy & Execution Case Study11.95View Details This case describes the role of Facebook in society and its degree of responsibility to protect the privacy of user data and address the real-world impacts... -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study11.95View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Konecta: Strategic Transformations in a Digital Era
Management Case Study11.95View Details The case analyzes the evolution of the business model of the Spanish multinational Konecta, which, since its origin, was dedicated to providing Contact... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case.
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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
When Upbeat Commercials Backfire
Marketing Digital ArticleMarketers, take note. -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study11.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study11.95View Details Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this... -
Francis, Berther and Alfreed
Technology & Operations Case Study11.95View Details At a large advertising agency, a campaign for a major account develops problems at the last minute, and the campaign must be redone. The management supervisor... -
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?
Sales & Marketing Digital ArticleA survival guide for the new, privacy-centric iOS 14.5.