marketing Archives

Photo by Matthew Modoono/Northeastern University

Netflix is cracking down on password-sharing. Will it work?

“Our research found that 79% of those who currently use someone else’s password would not get their own subscriptions if Netflix outright banned account-sharing,” says Ben Treanor, whose company surveyed so-called “streaming swindlers.” And Netflix will have a fine line to walk if it introduces ads, says Yakov Bart, a marketing expert at Northeastern.

by Molly Callahan April 21, 2022

cell phone displaying adidas sports bra web page

Adidas bared it all in a new ad campaign. Who does it support?

An Adidas ad for its new line of sports bras, featuring a photo grid of topless women, made a splash online recently, prompting a mix of praise and criticism. But it may not be so black-and-white. Northeastern experts in body image and marketing weigh the pros and cons.

by Molly Callahan February 16, 2022

A Washington Commanders jersey is displayed at an event to unveil the NFL football team's new identity. AP Photo/Patrick Semansk

Washington’s NFL team unveiled a top-to-bottom makeover. Will it translate into on-field success?

Rebrands are rare, says Paul Fombelle, who worked at one of the world’s biggest advertising agencies before teaching marketing at Northeastern. In the case of the team most recently known as the Washington Football Team, a new name and logo won’t matter as much as the play on the field, he says.

by Peter Ramjug February 4, 2022

She was a three-time novelist in high school, then helped a CEO write a book

Aisha Samake is a gaming arts major and novelist who appreciates the storytelling in “The Walking Dead,” “The Last of Us,” and other video games.

by Peter Ramjug July 27, 2021

Aerial view of Raymond James Stadium, site of Super Bowl LV between The Tampa Bay Buccaneers and the Kansas City Chiefs on January 31, 2021. Credit: mpi34/MediaPunch /IPX

It’s cuddles—not controversy—for many Super Bowl advertisers this year

Once the domain of envelope-pushing sight gags or scantily-clad women noshing burgers, Super Bowl ads will likely focus on nostalgia and feel-good messaging this year as businesses seek to minimize risk during the pandemic, says Northeastern associate professor of marketing Yakov Bart.

by Hillary Chabot February 6, 2021

Jennifer Alajandro wears a facemask as she cleans and disinfects a booth at Silver Diner in Washington on June 22, 2020. The nation's capitol AP Photo by Carolyn Kaster

How has COVID-19 transformed the ‘forgotten front line’?

How has the disease affected the people who work in grocery stores, hotels, or restaurants? Paul Fombelle, associate professor of marketing at Northeastern, considers these employees the “forgotten front line,” and seeks to learn more about how their jobs and lives have changed over the last six months.

by Molly Callahan October 14, 2020

Here’s why COVID-19 panic makes you want to stock up on toilet paper

Does being fully stocked on groceries make you feel better about the state of the world? You aren’t alone, says Alexander DePaoli, an associate professor of marketing. Amid the anxiety from COVID-19, stockpiling supplies might make us feel more in control, he says.

by Kaitlyn Budion April 7, 2020

Trader Ashley Lara works on the floor of the New York Stock Exchange on Feb. 5, 2020. AP Photo/Richard Drew, File

How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.)

Reacting to the worldwide instability stemming from the COVID-19 pandemic, the stock market has plunged into bear market territory following the worst day for the market since "Black Monday" in 1987. But don’t let your emotions influence your financial decisions, says Yakov Bart, associate professor of marketing.

by Kaitlyn Budion March 13, 2020

So how do you sell recreational marijuana?

Booming sales and the piecemeal legality of both recreational and medical marijuana use in the United States have created a novel marketplace that is ripe for study by marketing scholars, says Northeastern assistant professor Keith Smith.

by Molly Callahan January 15, 2020

New research shows that angry customers stick to their goals, which “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

Buy angry. Be happy.

New research shows that anger makes customers stick to their goals—and that “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.

by Aria Bracci August 15, 2019

marketing