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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, 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...Starting at €8.20
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How to Profit from "Lean Advertising"
Teixeira, Thales S.Article HBS-F1306A-EMarketingCompanies are increasingly turning to online video advertising, which costs a small fraction of what traditional ads and paid media typically cost and which can create much greater engagement among viewers. Do-it-yourself strategies and outside talent can be used to create content, to distribute it, or both.Starting at €8.20
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World-Class Bull (HBR Case Study)
Humphreys, John; Ahmed, Zafar U.; Pryor, MildredArticle HBS-R0905X-EMarketingWhen Chris Knox, a top salesperson at Specialty Fleet Services, volunteers to go after the business of Armadillo Gas & Power, he decides to try a new approach. After all, no one else from SFS has succeeded with Dale Landry, Armadillo's CFO. Knox shows up at Landry's ranch, asks to photograph his beloved bull, presents the photo as a gift to Landry's wife, and engineers several other encounters before Landry learns that Knox is anything more than ...Starting at €8.20
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World-Class Bull (Commentary for HBR Case Study)
Humphreys, John; Ahmed, Zafar U.; Pryor, MildredArticle HBS-R0905Z-EMarketingWhen Chris Knox, a top salesperson at Specialty Fleet Services, volunteers to go after the business of Armadillo Gas & Power, he decides to try a new approach. After all, no one else from SFS has succeeded with Dale Landry, Armadillo's CFO. Knox shows up at Landry's ranch, asks to photograph his beloved bull, presents the photo as a gift to Landry's wife, and engineers several other encounters before Landry learns that Knox is anything more than ...Starting at €8.20
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Can You Win Back Online Shoppers? (HBR Case Study and Commentary)
Teixeira, Thales S.; Gupta, SunilArticle HBS-R1509K-EMarketingBenjy's, an electronics and appliance retailer, is losing business because of "showrooming": Customers come into the chain's stores to see, touch, and compare products but then buy at a lower cost from online competitors. Does the company's answer lie in matching online prices, trying to thwart price comparisons, improving customer service, offering exclusive products, charging manufacturers a fee for showcasing their products, or something else?...Starting at €8.20
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Can You Win Back Online Shoppers (Commentary for HBR Case Study)
Teixeira, Thales S.; Gupta, SunilArticle HBS-R1509Z-EMarketingBenjy's, an electronics and appliance retailer, is losing business because of "showrooming": Customers come into the chain's stores to see, touch, and compare products but then buy at a lower cost from online competitors. Does the company's answer lie in matching online prices, trying to thwart price comparisons, improving customer service, offering exclusive products, charging manufacturers a fee for showcasing their products, or something else?...Starting at €8.20
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Sell Direct-to-Consumer or Through Amazon (Commentary for HBR Case Study)
Teixeira, Thales S.Article HBS-R1902Z-EStrategyFor a company that's trying to reach more customers, selling on Amazon might seem to be a no-brainer. But there are plenty of risks: A firm might get dragged into a price war with low-cost competitors, and Amazon, not the firm, will own the data on customers--and could use it to create its own competing products. In this fictional case study, the head of marketing at a young e-bike maker thinks through the pros and cons of selling on Amazon and o...Starting at €8.20
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Best of Intentions (HBR Case Study and Commentary)
Loury, Glenn C.; Humphreys, John; Thomas, David A.; Morris, Herman , Jr.; Koehn, Daryl; Leung, AliciaArticle HBS-R0207A-ELeadership and People ManagementCynthia Mitchell has finally gotten a plum management opportunity at AgFunds, a Houston-based company that provides financial services to farmers and farmer-owned cooperatives. Peter Jones, regional vice president, has recruited Cynthia to revive the Arkansas district, which has been losing customers for 15 years. The sales force there isn't bad; it's just been poorly managed by an indifferent boss for too long. Still, Cynthia knows she'll need a...Starting at €8.20
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How Low Will You Go? (HBR Case Study and Commentary)
Mobley, Mary Edie; Humphreys, John; Brown, John; Frank, Katherine; Narayandas, Das; Rousseau, DeniseArticle HBS-R0604A-EMarketingNo question, Galen McDowell knew how to sell. He quickly hooked a big-league outfit, Kinan Motors, as a potential customer. He invited their representatives to come take a tour of the company and, while they were in town, visit the Red Ruby Club. The Red Ruby? That's a strip club. Galen assured CEO Bob Carlton that it was upscale and full of businesspeople. He said his reps had often made use of the club to woo important accounts away from rivals...Starting at €8.20
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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