Finding the Sweet Spot: Ad Scheduling on Streaming MediaMay 13, 2020 Prashant Rajaram, Puneet Manchanda, and Eric Schwartz, 2020, 20-116
Using metrics of "bingeability" and "ad tolerance" this study explores the tradeoff between content consumption and ad exposure for a balanced viewing experience. Good news for advertisers: “win-win” ad schedules that simultaneously allow for higher content consumption at higher levels of ad exposure are feasible.
Rethinking Market Orientation from the Outside inMay 11, 2020 George S. Day, 2020, 20-115
How can the concept of market orientation be adapted to changing market realities? George Day proposes that organizations embed the decades-old mandate to understand, attract, and keep valuable customers within a more expansive outside-in approach to marketing strategy.
Understanding the (Negative and Positive) Effects of Gamification for CompaniesMay 8, 2020 René Eppmann, Magdalena Bekk, Kristina Klein, and Franziska Völckner, 2020, 20-114
Gamification is popular, but this study suggests that marketers should proceed with caution before using game elements to engage consumers with their brands. For highly trusted brands, the distraction of gamification can reduce consumer attention to product information.
Visual Listening In: Extracting Brand Image Portrayed on Social MediaMay 1, 2020 Liu Liu, Daria Dzyabura, and Natalie Mizik, 2020, 20-113
Evidence that analyzing the rich image data generated by consumers can generate valuable insights for marketers. The brand-portrayal metrics these researchers derived from consumer-created brand images were strongly correlated with survey-based metrics.
The Impact of Chief Marketing Officer Role Variance on Marketing CapabilityApr 30, 2020 Kimberly A. Whitler, Neil A. Morgan, and Lopo L. Rego, 2020, 20-112
Why do CEOs struggle to get the CMO role right? This study finds that CMO experience is often mis-aligned with the scope of job responsibilites -- a person-position "mismatch" in 40% of cases. One solution: CMOs can—and should—help design their own roles.