Thales S. Teixeira

5 Results

 

Creating the Perfect Super Bowl Ad

Professor Thales S. Teixeira says TV viewers lose purchasing interest when ads get too caught up in entertainment. His advice for the perfect pitch: tie together a good story and a compelling brand. Open for comment; 3 Comments posted.

Sharpening Your Skills: Online Marketing

In this collection from our archives, Harvard Business School faculty discuss the latest research on online marketing techniques, including consumer reviews, video ads, loyalty programs, and coupon offerings. Open for comment; 6 Comments posted.

It’s Alive! Business Scholars Turn to Experimental Research

Business researchers are turning increasingly to experiments in the lab and field to unlock the secrets of what motivates CEOs, consumers, and policymakers. Open for comment; 5 Comments posted.

Creating Online Ads We Want to Watch

The mere fact that an online video advertisement reaches a viewer's computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention by evoking certain emotional responses. Open for comment; 6 Comments posted.

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that are subsequently ignored by a third of viewers. New research by HBS professor Thales S. Teixeira offers a simple, inexpensive solution for marketers to retain brand recognition. Read More