advertising - Publications - Faculty & Research

26 Mar 2012
Research & Ideas

What Neuroscience Tells Us About Consumer Desire

seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details

Keywords: by Carmen Nobel; Consumer Products

October 1993 (Revised September 1994)
Case

Catalina Marketing Corp.

By: David E. Bell, Walter J. Salmon and Dinny Starr

Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details

Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry

Citation

Educators

Purchase

02 Jun 2003
Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

has been the central myth in American culture for the last twenty years. Yet only two brands that I've studied—Budweiser in the eighties and Nike in the period from 1988-1995—have tapped into this myth. Each brand used advertising to... View Details

Keywords: by Manda Salls

January 1993 (Revised November 1993)
Case

FCB and Publicis (A): Forming the Alliance

By: Rosabeth M. Kanter

Two of the largest ad agencies form a partnership to be able to offer their clients global capabilities. After five years, how is the alliance faring? May be used with FCB and Publicis (B): Managing Client and Country Diversity and (C): The German-Led Network. View Details

Keywords: Alliances; Partners and Partnerships; Globalized Firms and Management; Advertising; Global Strategy; Marketing Strategy; Customer Focus and Relationships; Market Timing; Outcome or Result; Advertising Industry; United States; France; Germany

Citation

Find at Harvard

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

Citation

Read Now

February 1973 (Revised June 1973)
Case

Listerine Antiseptic (A)

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Pharmaceutical Industry

Citation

Find at Harvard

16 Feb 2004
Research & Ideas

Marketing Wine to the World

many consolidations in the past decade. Does the rapid consolidation of New World producers make profits at the cost of diversity? Should a beer company own a vineyard? A: The scope economies across the beer and wine businesses appear fairly small. Certainly, Foster's... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

10 Jan 2011
Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details

Keywords: by Carmen Nobel; Advertising; Advertising

June 2013 (Revised November 2013)
Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld

What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details

Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States

Citation

Educators

Purchase

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

By: Youngme E. Moon

Keywords: Advertising Campaigns

Citation

Purchase

14 Sep 2009
Research & Ideas

Understanding Users of Social Networks

findings show that people don't click through on advertising on social networks. "A good analogy is to imagine sitting at a table with friends when a stranger pulls up a chair, sits down, and tries to sell you something while you are... View Details

Keywords: by Sean Silverthorne; Advertising; Advertising

November 1990
Case

Eastern Airlines: The ""Fight Back"" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation Industry

Citation

Find at Harvard

February 1974
Case

Listerine Lozenges

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Pharmaceutical Industry

Citation

Find at Harvard

September 1994
Case

Benetton: The "United Colors" Communications Campaigns

By: James L. Heskett, Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Apparel and Accessories Industry

Citation

Find at Harvard

02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details

Keywords: by James Heskett

Career Coach

Jim Warner

digital strategy and marketing. Microsoft acquired the company in 2007. In 2009, Jim set up Third Floor Enterprises, an advisory and investment firm focused on advertising and marketing technology and services where he has served as a... View Details

Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details