Publications

November 17, 2009
Article

The Dark Underbelly of Online Advertising

By: Benjamin Edelman

The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to target exactly the right customers. But online advertising is also easily subverted—letting fraudsters claim advertising fees for work they did not actually do. The... View Details

Keywords: Safety; Misleading and Fraudulent Advertising; Online Advertising; Advertising Industry

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June 2014
Article

Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery

Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details

Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Advertising Industry

March 1991 (Revised June 1993)
Case

Chevron Corp.: Corporate Image Advertising

By: John A. Quelch

Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details

Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States

December 1980 (Revised February 1982)
Case

Fieldcrest: Cooperative Advertising

By: Stephen A. Greyser

Keywords: Advertising

December 1992
Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details

Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry

October 1992 (Revised September 1993)
Case

Nopane Advertising Strategy

By: David E. Bell

Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment to determine whether ad copy should be emotional-based or rational-based. The data and associated regression results... View Details

Keywords: Competition; Intellectual Property; Advertising; Health Care and Treatment; Brands and Branding; Product Marketing; Pharmaceutical Industry; United States

Research Summary

Marketing and Advertising and Society

By: Stephen A. Greyser

Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

24 Mar 2008
Research & Ideas

Reducing Risk with Online Advertising

How can online advertising fraud be detected and prevented? What should we look at, where should we look, and what methods and tools should we use? These questions are relevant to anyone who buys online advertising. According to HBS... View Details

Keywords: by Martha Lagace; Video Game; Web Services

2013
Chapter

The Design of Online Advertising Markets

By: Benjamin Edelman

Because the market for online advertising is both new and fast-changing, participants experiment with all manner of variations. Should an advertiser's payment reflect the number of times an ad was shown, the number of times it was clicked, the number of sales that... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Price; Market Design; Measurement and Metrics; Sales; Motivation and Incentives; Internet and the Web

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June 2010
Article

The Pathologies of Online Display Advertising Marketplaces

By: Benjamin Edelman

Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites

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15 Apr 2013
Research & Ideas

Solving the Search vs. Display Advertising Quandary

The dirty little secret of advertising agencies is that much of their work is pure guesswork. Companies spread out their advertising budgets across channels—a little bit of TV, some print media, a few... View Details

Keywords: by Michael Blanding; Advertising

October 2006 (Revised February 2007)
Background Note

How Media Choices are Changing Online Advertising

By: Stephen P. Bradley and Nancy Bartlett

What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. View Details

Keywords: Digital Marketing; News; Media; Emerging Markets; Internet and the Web; Perspective; Disruption; Journalism and News Industry

1980
Chapter

Advertising and Public Relations

By: R. S. Tedlow

Keywords: Advertising; Advertising Industry; Advertising Industry

July 1993
Supplement

Advertising Council: Corporate Strategy

By: V. Kasturi Rangan

Keywords: Advertising; Corporate Strategy; Advertising Industry

03 Feb 2014
Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence, sellers are able to place... View Details

Keywords: by Kim Girard; Advertising; Advertising

18 Sep 2008
Working Paper Summaries

The Internalization of Advertising Services: An Inter-Industry Analysis

Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising

February 1987
Case

PBS National Advertising Plan

By: Stephen A. Greyser

Keywords: Advertising; Media; Media and Broadcasting Industry