Marketing

Lee Iacocca and the Art of the Celebrity CEO

Lee Iacocca created the Mustang at Ford. He created the minivan at Chrysler. And in advertising, he forged a new template for the celebrity CEO.

Jul 03, 2019
Boycotts Are Rough. Memes May Be Worse.

Brands who are called out on social media because of the causes they support risk not just a boycott, but also a higher likelihood that customers will go out of their way to lie, cheat and steal from them, says new research.

Jul 01, 2019
VW Says Hello to the Light

You’d think by now, four years after its diesel emissions scandal broke, Volkswagen would be keen to change the subject. That’s what makes its latest ad campaign so surprising – and so compelling.

Jun 10, 2019
How To Ace Your Interview With AI

Got a video job interview lined up with a big company? It's likely that you're meeting with an AI interviewer, not a human being. Here's how to charm that robot and move on to the next stage.

Jun 05, 2019
Target’s Collaboration Machine Sputters

Target became known for its high-profile, high-fashion collaborations, and for helping upstart designers like Proenza Schouler gain wider brand recognition. Lately, those partnerships have drawn less hype. Here's why that's not all bad for Tarjay.

May 29, 2019
The Magnolia Appeal: Why We Love Chip and Joanna Gaines

Chip and Joanna Gaines have made a living knocking down walls, fixing up homes – and building a marketing empire. Now their success is setting a new agenda for big-box retailers and elite fashion houses alike.

Apr 25, 2019
Are You Really Having Fun?

Consumers make more hedonic choices when their preferences are visible to others, so that they can promote the image that they are having fun — whether or not they really are.

Mar 30, 2019
When Marketing Becomes Creepy

The marketing was innovative. It was clever. It was bold enough to warrant coverage in The Wall Street Journal. It was also ... creepy.

Mar 26, 2019
How Can Luxury Brands Deter Counterfeits?

Luxury brands use legal threats and guilt campaigns to deter people from buying knockoff products. But Maryland Smith research explores a better way.

Mar 26, 2019
How Does A Sad Face Make Consumers Feel?

If you see an ad picturing a child's sad face, it’s likely to stir some emotions. They just might not be the feelings the organization hopes to evoke.

Mar 20, 2019

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Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742