Paywalls: Monetizing Online ContentApr 10, 2017 Adithya Pattabhiramaiah, S. Sriram, and Puneet Manchanda, 2017, 17-107-04
Monetization of online content may generate new subscription revenue--but what about other effects? Study of New York Times finds that metered paywalls can suppress usage among loyal consumers; at the same time, legacy firms may see a boost in print consumption.
How, When, and Where In-app Ads Pay OffMar 08, 2017
Study points to untapped opportunities to improve targeting strategies.
5 Things I Know About Marketing – John Deighton, Harvard Business SchoolMar 07, 2017
"The most difficult task of marketing professionals is to take from today’s intellectual triumphs without losing touch with the many dimensions of behavior that other psychologies and other thoughtful people, novelists, historians, and anthropologists among them, have to offer," says John Deighton.
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104-03
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103-02
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
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