Media

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes the form of banners on mobile webpages and in mobile applications. This paper examines which product characteristics are likely to be associated with MDA campaigns that are effective in increasing consumers' favorable attitudes towards products and purchase intentions.

The Internet promises a very different technological and regulatory future for film and television. As older media are produced for and delivered through the Internet, how might the content be reshaped? The development of cable and satellite networks promised to bring more channels of more diverse programming to households around the world. Internet access to film and television content is similarly enabling more on-demand access to content from anywhere at any time. Will ever-faster broadband networks change what we will view?

We are entering the 4th generation of TV, based on the online transmission of video. This article explores the emerging media system, its policy issues, and a way to resolve them. It analyzes the beginning of a new version of the traditional telecom interconnection problem. The TV system will be diverse in the provision of technology, standards, devices, and content elements. For reasons of interoperation, financial settlements, etc., this diversity will be held together by intermediaries that are today called cloud providers, and through whom much of media content will flow.

The case describes the launch of a social media platform by the largest container shipping company in the world. Students will have the opportunity to thoroughly evaluate the campaign, which by observable criteria, has done extremely well. The case provides details on the various platforms used, the nature of content provided on each, and the associated budgets (including headcount). The budget figures are particularly interesting because they permit a rich discussion around the social media program's ROI.

In late 2013, Bloomberg LP, the financial information powerhouse, was challenged by a competing messaging service owned by a consortium of banks, many of whom were Bloomberg's customers. This development came when growth was slowing and news was emerging that Bloomberg's business practices may have compromised the privacy of its customers. Did these events serve to open fissures in the company's ability to maintain industry dominance? This case asks students to consider Bloomberg's business model and the industry's competitive landscape to assess the company's market position.

How do firms repair their reputations after a serious accounting restatement? To answer this question, we review firms' press releases and identify 1,765 reputation-building actions taken by: (1) 94 restating firms in the periods before and after their restatement; and (2) a set of matched control firms during contemporaneous periods.

When a negotiator of digital investments at a global advertising firm is given the task of developing an innovative media strategy for a car insurance product targeting young urban drivers, she looks to native advertising as a possible option. This case considers the genesis of native advertising, the associated costs, and the challenges to providing meaningful metrics as she weighs the pros and cons of this option for the firm's client.

Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers' tendency to use branded keywords in place of generic keywords. The elasticity of a brand's total searches with respect to its TV advertising is 0.17, an effect that peaks in the morning.

La télévision aborde aujourd'hui sa quatrième génération. D'emblée, je voudrais insister sur le fait qu'un point de vue typiquement américain sur ce sujet n'existe pas. Non seulement parce que les États-Unis sont un grand pays avec une population hétérogène, mais aussi parce que ce dont je vais vous parler est un sujet rarement discuté, autant dans le monde universitaire que dans le monde des entreprises.