The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
What Should Marketers Read? 3 Selections from UMD’s Wendy MoeSep 18, 2017
Reading list for marketers, curated by our Academic Trustees
Anticipating Customers’ Next StepsAug 07, 2017
How marketers can fully capitalize on smartphones' expanded potential to improve mobile campaigns and customer experiences
5 Things I Know About Marketing – Scott McDonald, The ARFJul 19, 2017
"Marketers often live inside their own brand bubble, imagining that consumers are paying much closer attention than, in fact, they are," says ARF President Scott McDonald. "At best, people are paying partial attention. . . . This is one of the reasons why advertising needs to be sustained."
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111-05
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
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