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JM Webinar for Marketing Professionals

Join us for an upcoming webinar of authors sharing research insights from their recently published Journal of Marketing articles. We encourage you to invite your colleagues, students, and managerial colleagues that might be interested in these topics.

Date: June 7, 2019 

Time: 1:00 PM – 2:00 PM (Eastern) 

“The Hidden Secrets of Creating a Viral YouTube Ad

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.

Presented by Gerry Tellis, Professor, Director of the Center for Global Innovation, and Neely Chair of American Enterprise, Marshall School of Business, University of Southern California

The Common Wisdom About Marketing Cocreated Innovations Is Wrong

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.

Presented by Helen Wang, Assistant Professor of Marketing, Marketing Department, Faculty of Business and Economics, University of Hong Kong, China and Charlie Noble, Henry Professor of Business, Associate Dean for Research and Faculty, Haslam College of Business, University of Tennessee. 

Click Here to Register for the Webinar

 


Webinars On-Demand

Go to the Journal of Marketing​​​

Gerry Tellis

Professor, Director of the Center for Global Innovation, and Neely Chair of American Enterprise, Marshall School of Business, University of Southern California

Helen Wang

Assistant Professor of Marketing, Marketing Department, Faculty of Business and Economics, University of Hong Kong

Charlie Noble

Henry Professor of Business, Associate Dean for Research and Faculty, Haslam College of Business, University of Tennessee

Christine Moorman

Editor-in-Chief, Journal of Marketing

JM Webinar for Marketing Professionals