Esta web utiliza cookies técnicas, de personalización y de análisis, propias y de terceros, para anónimamente facilitarle la navegación y analizar estadísticas del uso de la web. Obtener más información
Resultados de búsqueda
-
Managing Multi-Media Audiences at WHDH (Boston)
Teixeira, Thales S.; Rangan, V. KasturiCaso HBS-515037-EMarketingWHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begin to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to p...Desde 8,20 €
-
Groupon for Local Businesses
Teixeira, Thales S.; Kornfeld, LeoraCaso HBS-514047-EMarketingLocal businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large range in outcomes for firms that used daily deal sites such as Groupon? This case examines the effectiveness of online daily deal sites from the point of view of local businesses.Desde 8,20 €
-
Estrategias publicitarias que aumentan las ventas online
Teixeira, Thales S.Artículo ART-2643Conocimiento y comunicación, Innovación y cambio, MarketingHoy, los consumidores son ávidos usuarios multitarea que se conectan a Internet con dispositivos digitales mientras ven la televisión. Los anuncios más cortos han reducido tanto la calidad como la cantidad de la atención del consumidor durante el prime time. En este nuevo entorno mediático, ¿sigue siendo la televisión un medio eficaz para promocionar productos y servicios? Basándose en su estudio, el autor concluye que esta no ha perdido f...Desde 8,20 €
-
From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Artículo ART-2643-EConocimiento y comunicación, Innovación y cambio, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Desde 8,20 €