Publications

Della Femina was part of a new breed of executives that shook up the staid world of advertising in the late sixties. Wildly creative and eccentric, Della Femina pushed the envelope of provocative advertising... View Details

Keywords: Services

October 1992 (Revised July 2001)
Case

Gap, Inc., The: Building a Brand

By: Walter J. Salmon and David Wylie

Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details

Keywords: Advertising; Brands and Branding; Supply Chain Management

Bergerac devoted his energies to increasing the distribution of the company’s core cosmetics lines, which were suffering at the hands of fierce competition. Marketing and advertising schemes became more elaborate but paid off for Revlon,... View Details

Keywords: Personal Care & Home Products

Richard R. Deupree

In 1930, Deupree was the first individual not of the Procter or Gamble names to head the company. Under Deupree’s leadership, the company became the country’s leading seller of consumer products. Deupree also put Procter & Gamble on the path toward becoming the... View Details

Keywords: Personal Care & Home Products

Will K. Kellogg

Kellogg invented corn flakes and created a breakfast cereal empire. Practicing pioneering advertising techniques, he managed to change the American breakfast style. Today, the Kellogg Company carries on the tradition of innovative View Details

Keywords: Food & Tobacco

28 Jan 2002
Research & Ideas

Read All About It! Newspapers Lose Web War

facing the Internet. Note that in the newspaper industry, digital content initially started with different advertising customers, a different business model, and a whole set of performance characteristics that made it appear unattractive... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation; Information; Publishing

January 2003 (Revised February 2003)
Case

Office Depot, Inc.: Business Transformation (A)

By: James L. Heskett, Dan Maher, Daniel F. OBrien, Thomas Watson and Jeffrey F. Rayport

The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and... View Details

Keywords: Corporate Entrepreneurship; Advertising Campaigns; Brands and Branding; Business Strategy; Technology Adoption; Transformation; Market Timing; Growth and Development; Training; Retail Industry

August 2020 (Revised January 2021)
Supplement

Facelift at Olay (B)

By: Sunil Gupta, Rajiv Lal and Olivia Hull

This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details

Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio

29 May 2007
First Look

First Look: May 29, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,... View Details

Keywords: Martha Lagace

Stanley B. Resor

Though his wife Helen was the creative genius behind JWT’s ad campaigns, Resor was a pioneer in the business of advertising. Under his leadership, JWT became a leader, not only in print advertising, but also in radio advertising and... View Details

Keywords: Services

May 2019
Teaching Note

JUUL and the Vaping Revolution

By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta

Teaching Note for HBS No. 619-006. View Details

Web

Seen and Unseen | Baker Library | Bloomberg Center | Harvard Business School

Harvard Business School Virtual Tour This exhibition explores representations of Native Americans in the popular imagination through a selection of advertising trade cards, currency, illustrations, and sculpture from Baker Library Special... View Details

Thomas J. Burrell

Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the largest black-owned advertising agency in the United States. He... View Details

Keywords: Services

David M. Ogilvy

Though he founded the advertising giant that is best known for its hard-sell approach, Ogilvy himself is known for his creativity and for championing the softer side of advertising. Despite the minimal profits earned by such an approach,... View Details

Keywords: Services

Web

The High Art of Photographic Advertising: The 1934 National Alliance of Art and Industry Exhibition

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions The High Art of Photographic Advertising Introduction Photographic Exhibit Research Links... View Details

June 2014
Article

Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

By: Benjamin Edelman

Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details

Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry

Read Now

Career Coach

Ellen Harris

that may not be readily obvious. Her background in advertising and marketing, and subsequently Organizational Behavior and Development/Facilitation/Consulting, shaped her belief that students and alumni generally have a good idea of their... View Details

Keywords: Consulting; Consumer Products; Education; Hospitality; Manufacturing; Retail; Social Enterprise

December 2004 (Revised October 2005)
Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek

Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details

Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry