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Journal of Marketing: Webinar for Marketing Professionals

Start Date:6/7/2019

Start Time:1:00 PM EDT

Duration:60 minutes

Abstract:


Eat your lunch with leading professors and gain actionable insights based on peer-reviewed scientific studies.

The Hidden Secrets of Creating a Viral YouTube Ad

Presenter: Gerry Tellis, University of Southern California

YouTube is a key platform for advertisers. Brands value YouTube because it reaches more than one billion unique users who watch more than one billion hours of video daily and because of its low cost, engagement tools, and wide viewership if an ad goes viral through sharing. Using results from the videos from 109 top brands, measures of emotion, and over 60 ad characteristics, this webinar will offer insight into which ads go viral and why.

The Common Wisdom About Marketing Cocreated Innovations Is Wrong

Presenters: Charlie Noble, University of Tennessee and Helen Wang, University of Hong Kong, China

Is the customer cocreation model a legitimate strategy to drive innovation and adoption of resulting products or is it flawed by design? While adopted by nearly 78% of companies, cocreation has yielded disappointing results to date. The bankruptcy of the much-heralded firm Quirky is one case in point. This webinar will offer insights into why some cocreated products succeed and others fail – focusing on marketing communications as a lever that can help drive success. Specific communication strategies will be offered.

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Speakers

Gerry Tellis

University of Southern California

Director of the Center for Global Innovation, Jerry and Nancy Neely Chair in American Enterprise, Professor of Marketing, Management and Organization

University of Southern California

Helen Wang

Assistant Professor

University of Hong Kong

Charlie Noble

Associate Dean for Faculty and Research, Jerry & Kay Henry Professor

University of Tennessee

Christine Moorman

Editor-in-Chief

Journal of Marketing

Seshadri Tirunillai

Assistant Professor

University of Houston

Deborah MacInnis

Professor of Marketing

University of Southern California

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