Publications
Publications
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- All HBS Web
(1,950)
- Faculty Publications (548)
- spring 1996
- Article
The Effect of Manufacturer Advertising on Retail and Wholesale Margins
By: R. Lal and C. Narasimhan
Keywords: Advertising
- February 1996
- Teaching Note
Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN
- January 1996 (Revised January 1996)
- Teaching Note
Colonial Broadcasting Co. TN
By: Arthur Schleifer Jr. and George Wu
Teaching Note for (9-894-011). 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
- October 1995 (Revised December 1995)
- Case
Marketing the National Hockey League
By: V. Kasturi Rangan and Marie Bell
One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details
- July–August 1995
- Article
Seeing the Voice of the Customer: Metaphor-based Advertising Research
By: Gerald Zaltman and R. Coulter
- February 1995 (Revised November 1996)
- Case
MasterCard and World Championship Soccer
By: John A. Quelch and Carin-Isabel Knoop
The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
- February 1995
- Teaching Note
Catalina Marketing Corporation TN
By: David E. Bell
Teaching Note for (9-594-026). View Details
Keywords: Advertising Industry
- January 1995 (Revised March 1995)
- Teaching Note
Saatchi and Saatchi Company PLC: Corporate Strategy TN
By: David J. Collis
Teaching Note for (9-792-056). View Details
Keywords: Advertising Industry
- 1995
- Other Teaching and Training Material
Intel: A Multimedia Exercise in Advertising Management
By: J. Quelch
- December 1994
- Case
Intel's Pentium: When the Chips Are Down (A)
By: Stephen A. Greyser and Norman Klein
Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details
- November 1994 (Revised August 1997)
- Case
TV Guide (A)
TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects... View Details
- September 1994
- Case
Benetton: The "United Colors" Communications Campaigns
By: James L. Heskett, Stephen A. Greyser and Norman Klein
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
- April 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video Index
By: John A. Quelch
- April 1994 (Revised March 1997)
- Case
Planet Reebok (A)
By: John A. Quelch
Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details