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Multitaskers May Be Advertisers' Best Audience (Spanish version)
Zigmond, Dan; Stipp, HorstArticle HBS-F1101ZMarketingMany media strategists have been so busy bemoaning the demise of the TV commercial that they've failed to spot a new opportunity: People are combining TV watching and internet use in ways that could be highly valuable to advertisers. Research shows that multitaskers often take what they see in a TV ad and run to the internet, looking for more information. Smart advertisers will be a step ahead, waiting for them there. Due to the highly graphical...Starting at €8.20
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Multitaskers May Be Advertisers' Best Audience
Zigmond, Dan; Stipp, HorstArticle HBS-F1101Z-EMarketingMany media strategists have been so busy bemoaning the demise of the TV commercial that they've failed to spot a new opportunity: People are combining TV watching and internet use in ways that could be highly valuable to advertisers. Research shows that multitaskers often take what they see in a TV ad and run to the internet, looking for more information. Smart advertisers will be a step ahead, waiting for them there. Due to the highly graphical...Starting at €8.20
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Provoque a sus clientes durante una crisis
Lay, Philip; Hewlin, Todd; Moore, GeoffreyArticle HBS-R0903CMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. A pesar de que los presupuestos discrecionales se están secando, algunos vendedores de B2B han encontrado una forma de llegar a los propietarios de recursos de sus clientes y les motive a comprar. Lo hacen mediante la identifica...Starting at €8.20
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In a Downturn, Provoke Your Customers
Lay, Philip; Hewlin, Todd; Moore, GeoffreyArticle HBS-R0903C-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Even as discretionary budgets are drying up, some B2B vendors have found a way to reach their customers' resource owners and motivate them to buy. They do this by identifying a thorny issue in the customer's company or industry and developing an original, compellin...Starting at €8.20