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The Business of Behavior Change: Why Brands Are Motivating Action Through Social Marketing

With Earth Day 2017 quickly fading in the rearview mirror, I’m reminded of the challenge we face every other day of the year: maintaining high awareness and action on sustainability issues. Government agencies and nonprofits have traditionally shouldered the greatest responsibility for ...
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Playing the Field: Releasing Super Bowl Ads Online to Increase Value

Let’s face it, not all of us are avid sports fans. Nonetheless, every first Sunday in February, we gather around the T.V. anxiously awaiting the kickoff. For some, the two teams are irrelevant. We aren’t watching to see an old band rehash former glory during halftime, either. Instead, each ...
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