This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Search results
-
The Off-Line Impact of Online Ads
Abraham, Magid M.Article HBS-F0804H-EMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Starting at €8.20
-
Making Mobile Ads That Work
Stephen, Andrew; Bart, Yakov; Sarvary, MiklosArticle HBS-F1312C-EMarketingResearch shows that mobile banner ads can be effective for some products--those that are both utilitarian and "high involvement" (bought only after much deliberation on the consumer's part). Marketers who understand this can spend their mobile dollars more wisely and tailor and time their ads for maximum impact.Starting at €8.20
-
The Off-Line Impact of Online Ads (Spanish version)
Abraham, Magid M.Article HBS-F0804HMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Starting at €8.20
-
Ads That Don't Overstep
John, Leslie K.; Kim, Tami; Barasz, KateArticle HBS-R1801C-EMarketingData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with tailored ads. But when this practice feels invasive to people, it can prompt a strong backlash. Marketers today need to understand where to the draw the line. The good news is that psyc...Starting at €8.20
-
Do Search Ads Really Work
Harvard Business ReviewArticle HBS-F1702A-EMarketingNew research conducted with restaurant listings on Yelp found that establishments given prime position atop search results did get better results. Still, there's an important caveat. "The value Yelp ads seem to provide is in surfacing brands to customers," the researchers point out. That isn't to say that well-known companies should never use search ads; however, they should bear in mind that the ads work best when alerting customers to aspects o...Starting at €8.20
-
Adding Value Through Offshoring
Ricart Costa, Joan Enric; Agnese, PabloArticle ART-2013-EStrategyFor decades, offshoring involved little more than moving call centers to countries with lower labor costs. But things have changed. Today's new generation of offshoring increasingly features value-added services, such as highly complex software projects or specific R&D functions. These changes are forcing companies to rethink their internationalization strategies in order to incorporate more of these kinds of value-added offshoring processes. In ...Starting at €8.20
-
The New Science of Viral Ads
Teixeira, Thales S.Article HBS-F1203A-EMarketingAs commercials migrate from television to the Internet, marketers need to use different techniques to keep viewers watching--and to encourage them to send the ad to others. Harvard Business School's Thales Teixeira utilizes infrared eye tracking and facial-emotion-detection software to understand how people respond to online ads, and he offers five techniques to increase the odds an online ad will go viral.Starting at €8.20
-
For Mobile Devices, Think Apps, Not Ads
Gupta, SunilArticle HBS-R1303D-EMarketingMany companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to apps to reach customers and engage them. Effective apps will do one of the following: 1) Add convenience. Banking apps, for example, let people pay their bills online, and airline apps...Starting at €8.20
-
SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold
Birnbaum, DanielArticle HBS-R1401A-EMarketingWhen Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist...Starting at €8.20
-
How to Combat Online Ad Fraud
Edelman, BenjaminArticle HBS-F0912D-EService and Operations ManagementOnline advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their perpetrators.Starting at €8.20