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Show Results For
- All HBS Web
(1,909)
- News (332)
- Research (1,260)
- Events (9)
- Multimedia (26)
- Faculty Publications (838)
- February 1987
- Case
PBS National Advertising Plan
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
- Research Summary
Advertising and the Economics of Attention
Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he... View Details
- Article
Towards a Bill of Rights for Online Advertisers
By: Benjamin Edelman
Online advertising presents remarkable efficiencies—better targeting, improved measurement and greater return on investment. Yet there are challenges, particularly when networks of intermediaries place ads through convoluted relationships, and all the more so when... View Details
Keywords: Online Advertising; Rights; Measurement and Metrics; Investment Return; Negotiation; Networks; Problems and Challenges; Performance Efficiency; Law; Advertising Industry
Edelman, Benjamin. "Towards a Bill of Rights for Online Advertisers." Advertising Week (September 21, 2009).
- 2012
- Article
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising Agency; Competitors; Marketing Services Industry; Structural Changes; Agency-client Relationships; Hybrid Conflict Policies; Safeguards; Advertising; Advertising Industry; Europe; Latin America; North and Central America
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.
- 12 Aug 2008
- Op-Ed
Google-Yahoo Ad Deal is Bad for Online Advertising
A proposed advertising deal between Internet competitors Google and Yahoo would reduce competitiveness in the Internet advertising market, likely resulting in higher View Details
- July 1993
- Supplement
Advertising Council: Corporate Strategy
Rangan, V. Kasturi. "Advertising Council: Corporate Strategy." Harvard Business School Video Supplement 593-513, July 1993.
- 18 Sep 2008
- Working Paper Summaries
The Internalization of Advertising Services: An Inter-Industry Analysis
- 2008
- Working Paper
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of... View Details
Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- Fast Answer
Advertising expenditures & budgets
How can I find the advertising expenditures & budgets of a particular company, industry or country? Advertising Expenditure Forecasts
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- December 2007 (Revised July 2008)
- Case
MINI USA: Finding a New Advertising Agency (A)
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details
Godes, David B. "MINI USA: Finding a New Advertising Agency (A)." Harvard Business School Case 508-041, December 2007. (Revised July 2008.)
- June 1996
- Case
Siemens Corporation (B): Corporate Advertising for 1996
By: Stephen A. Greyser and Norman Klein
Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details
Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details
Keywords: by Susan Young
- January 2014 (Revised June 2014)
- Case
Dumb Ways To Die: Advertising Train Safety (A)
By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
Keywords: Viral Marketing; Advertising; Marketing Communications; Social Marketing; Digital Marketing; Advertising Industry; Advertising Industry; Advertising Industry; Oceania; Europe
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
- March 1990 (Revised March 1993)
- Case
Signalling Quality Through Advertising
Brandenburger, Adam M., and Vijay Krishna. "Signalling Quality Through Advertising." Harvard Business School Case 190-147, March 1990. (Revised March 1993.)
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could respond with targeted advertising... View Details
airline price advertising violations
Ever felt the "taxes" on air travel are unduly high? In other travel contexts (most notably, rental cars), genuine government-imposed taxes often approach or even exceed the amount payable to service providers. But when airlines quote fares, they sometimes include... View Details