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Show Results For
- All HBS Web
(1,909)
- News (332)
- Research (1,260)
- Events (9)
- Multimedia (26)
- Faculty Publications (838)
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (A), Video
Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video." Harvard Business School Video Supplement 886-511, May 1986.
- 1993
- Chapter
Teaching Emotion with Drama Advertising
By: J. A. Deighton and S. Hoch
Deighton, J. A., and S. Hoch. "Teaching Emotion with Drama Advertising." In Advertising Exposure, Memory and Choice, edited by A. A. Mitchell. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
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
- 21 May 2008
- Research & Ideas
Going Negative in Political Advertising
withstand the barrage. And, with no prospect of another debate to score points, and with Obama trying to stay positive and clinging to the moral high ground by staying positive, the underdog Clinton campaign will remain relentless in its View Details
Keywords: by John Quelch
- May 1986 (Revised February 1989)
- Case
Gillette Co.: Dry Idea Advertising (B), The Bake-Off
Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), The Bake-Off." Harvard Business School Case 586-043, May 1986. (Revised February 1989.)
- September 2009
- Article
Deterring Online Advertising Fraud Through Optimal Payment in Arrears
By: Benjamin Edelman
Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well hidden, and limited reputation systems reduce accountability. But partners are not paid until after their work is complete, and advertisers can... View Details
Keywords: Cost Management; Misleading and Fraudulent Advertising; Profit; Online Advertising; Advertising Industry
Edelman, Benjamin. "Deterring Online Advertising Fraud Through Optimal Payment in Arrears." Financial Cryptography and Data Security: Proceedings of the International Conference (September 2009). (Springer-Verlag Lecture Notes in Computer Science.) (Featured in Working Knowledge: Reducing Risk with Online Advertising.)
- August 2008
- Supplement
Lenovo 2006-2008 Advertising Clips
By: John A. Quelch
Quelch, John A. "Lenovo 2006-2008 Advertising Clips." Harvard Business School Video Supplement 509-717, August 2008.
- October 1978 (Revised March 1987)
- Background Note
Note on Advertising Budgeting
Farris, Paul W. "Note on Advertising Budgeting." Harvard Business School Background Note 579-085, October 1978. (Revised March 1987.)
- November 1992 (Revised March 1997)
- Case
The Advertising Council: Corporate Strategy
By: V. Kasturi Rangan and Jayne D. Kramer
Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council: Corporate Strategy." Harvard Business School Case 593-059, November 1992. (Revised March 1997.)
- Fast Answer
Advertising agencies: lists and rankings
national and international advertising agencies and public relations firms. Includes indexes by agency name, type, personnel, and location. Agency rankings: Vault.com: List of Best Advertising... View Details
- July 1994
- Article
Retail Pricing and Advertising Strategies
By: R. Lal and C. Matutes
Lal, R., and C. Matutes. "Retail Pricing and Advertising Strategies." Journal of Business (July 1994).
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (B), Video
Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video." Harvard Business School Video Supplement 886-512, May 1986.
- 2008
- Working Paper
Economic Factors Underlying the Unbundling of Advertising Agency Services
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the... View Details
Keywords: Transformation; Framework; Service Operations; Decisions; Relationships; Price; Diversification; Geography; Cost; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "Economic Factors Underlying the Unbundling of Advertising Agency Services." NBER Working Paper Series, No. 14345, September 2008.
- 08 Feb 2013
- Working Paper Summaries
The Dynamic Advertising Effect of Collegiate Athletics
- Web
Advertising Ephemera | Baker Library
Advertising Ephemera David's Prize Soap chromolithograph trade card, between 1876 and 1899. Advertising Ephemera Collection. Within the Advertising Ephemera Collection, Baker... View Details
- February 1980 (Revised October 1984)
- Case
Mobil Oil and Advocacy Advertising
Raymond, Thomas J., and Judith B. Esterquest. "Mobil Oil and Advocacy Advertising." Harvard Business School Case 380-149, February 1980. (Revised October 1984.)
- December 1977 (Revised June 1978)
- Case
Boston Globe: Advertising the Krugerrand
Cady, John F. "Boston Globe: Advertising the Krugerrand." Harvard Business School Case 578-111, December 1977. (Revised June 1978.)