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New research on advertising from Harvard Business School faculty on issues including strategy and tactics, digital advertising, measuring impact and advertising technology.
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Elon Musk’s Twitter Takeover: Lessons in Strategic Change

Re: Andy Wu

In late October 2022, Elon Musk officially took Twitter private and became the company’s majority shareholder, finally ending a months-long acquisition saga. He appointed himself CEO and brought in his own team to clean house. Musk needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising agencies advised their clients to pause spending on Twitter, and EU officials considered a broader Twitter ban. What short-term actions should Musk take to stabilize the situation, and how should he approach long-term strategy to turn around Twitter? Harvard Business School assistant professor Andy Wu and co-author Goran Calic, associate professor at McMaster University’s DeGroote School of Business, discuss Twitter as a microcosm for the future of media and information in their case, “Twitter Turnaround and Elon Musk.”

Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?

by Alvin J. Silk and Ernst R. Berndt

We analyze total United States advertising spending from 1960 to 2018. In nominal terms, the elasticity of annual advertising outlays with respect to gross domestic product appears to have increased substantially beginning in the late 1990s, roughly coinciding with the dramatic growth of internet-based advertising.

Time and the Value of Data

by Ehsan Valavi, Joel Hestness, Newsha Ardalani, and Marco Iansiti

This paper studies the impact of time-dependency and data perishability on a dataset's effectiveness in creating value for a business, and shows the value of data in the search engine and advertisement businesses perishes quickly.

Why Privacy Protection Notices Turn Off Shoppers

by Michael Blanding

It seems counterintuitive, but website privacy protection notices appear to discourage shoppers from buying, according to Leslie John. Open for comment; 0 Comments.

Are Candor, Humility, and Trust Making a Comeback?

by James Heskett

SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.

Super Bowl Ads Sell Products, but Do They Sell Brands?

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; 0 Comments.

Does Facebook's Business Model Threaten Our Elections?

by George Riedel

America's 2016 presidential election was the target of voter manipulation via social media, particularly on Facebook. George Riedel thinks history is about to repeat itself. Open for comment; 0 Comments.

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

by Michael Blanding

Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.

Large-Scale Demand Estimation with Search Data

by Tomomichi Amano, Andrew Rhodes, and Stephan Seiler

Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.

Warning: Scary Warning Labels Work!

by Dina Gerdeman

If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

by Dina Gerdeman

A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; 0 Comments.

The Revolution in Advertising: From Don Draper to Big Data

Re: John A. Deighton

The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing. Open for comment; 0 Comments.

Hiding Products From Customers May Ultimately Boost Sales

by Carmen Nobel

Is it smart for retailers to display their wares to customers a few at a time or all at once? The answer depends largely on the product category, according to research by Kris Johnson Ferreira and Joel Goh. Open for comment; 0 Comments.

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

by Dina Gerdeman

The items displayed next to a product in online marketing displays may determine whether customers buy that product, according to a new study by Uma R. Karmarkar. Open for comment; 0 Comments.

Paid Search Ads Pay Off for Lesser-Known Restaurants

by Dina Gerdeman

Researchers Michael Luca and Weijia Dai wanted to know if paid search ads pay off for small businesses such as restaurants. The answer: Yes, but not for long. Open for comment; 0 Comments.

How Wayfair Built a Furniture Brand from Scratch

What was once a collection of 240 home furnishing sites is now a single, successful brand, Wayfair.com. How that brand developed over time and the challenges and opportunities presented by search engine marketing are discussed by Thales Teixeira. Open for comment; 0 Comments.

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

by James Heskett

SUMMING UP. Boaty McBoatface may have been shot down as the social-media sourced name of a research vessel, but James Heskett's readers are up to their hip-boots in opinions on the matter. Open for comment; 0 Comments.

Why People Don’t Vote--and How a Good Ground Game Helps

by Michael Blanding

Recent research by Vincent Pons shows that campaigners knocking on the doors of potential voters not only improves overall turnout but helps individual candidates win more of those votes. Open for comment; 0 Comments.

Can Customer Reviews Be 'Managed?'

by Brian Kenny

Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.

A Dedication to Creation: India's Ad Man Ranjan Kapur

by Sean Silverthorne

How do you build a brand amid the uncertainties and opportunities of a developing market? Harvard Business School Professor Sunil Gupta shares lessons learned from Ranjan Kapur, an iconic figure in the Indian advertising industry. Open for comment; 0 Comments.