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Show Results For
-
All HBS Web
(17,701)
- People (25)
- News (3,082)
- Research (12,175)
- Events (100)
- Multimedia (220)
- Faculty Publications (9,986)
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
that marketers began to think of the Web as an advertising medium, U.S. Internet advertisers spent $940 million; a year later, that number had almost doubled, View Details
Keywords:
by Susan Young
- December 2015 (Revised July 2020)
- Technical Note
Some Strategy Ingredients: Scale, Learning, and Market Structure
This note introduces students to some economic concepts and ideas that are important ingredients for strategy, such as scale, learning, and the effects of market structure on competition. The note approaches these ideas really from a strategy perspective with a focus...
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Van den Steen, Eric. "Some Strategy Ingredients: Scale, Learning, and Market Structure." Harvard Business School Technical Note 716-439, December 2015. (Revised July 2020.)
- 24 Mar 2008
- Research & Ideas
Reducing Risk with Online Advertising
fraud. But the people who decide how to proceed often lack legal experience. They are marketers and advertisers, not legal professionals. There are also serious agency problems within many companies. Often...
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- 1999
- Article
Managing Advertising and Promotion for Long-Run Profitability
By: Kamel Jedidi, Carl F. Mela and Sunil Gupta
Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.)
- 10 May 2019
- Working Paper Summaries
Consumer Inertia and Market Power
Keywords:
by Alexander MacKay and Marc Remer
- 15 Apr 2013
- News
Solving the Search vs. Display Advertising Quandary
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online...
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Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
- October 2006 (Revised February 2007)
- Background Note
How Media Choices are Changing Online Advertising
By: Stephen P. Bradley and Nancy Bartlett
What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options.
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Keywords:
Digital Marketing;
News;
Media;
Emerging Markets;
Internet and the Web;
Perspective;
Disruption;
Journalism and News Industry
Bradley, Stephen P., and Nancy Bartlett. "How Media Choices are Changing Online Advertising." Harvard Business School Background Note 707-458, October 2006. (Revised February 2007.)
- May 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video." Harvard Business School Video Supplement 594-511, May 1994.
- 06 Jan 2021
- Working Paper Summaries
Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?
- October 1995
- Article
New Trading Practices and Short-Run Market Efficiency
By: Kenneth A. Froot and André Perold
Keywords:
Institutional Investing;
Market Efficiency;
Behavioral Finance;
Equities;
Stock Market;
Indexing;
Financial Markets;
Asset Pricing
Froot, Kenneth A., and André Perold. "New Trading Practices and Short-Run Market Efficiency." Journal of Futures Markets 15, no. 7 (October 1995): 731–766. (Revised from NBER Working Paper No. 3498, October 1990.)
- March 1997
- Background Note
Asymmetric Information: Market Failures, Market Distortions, and Market Solutions
Presents a conceptual framework for thinking about markets characterized by asymmetric information. Presents the standard economic analysis of "the lemons problem," and demonstrates how asymmetric information may lead to market inefficiencies and alter the distribution...
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Keywords:
Competitive Strategy
Corts, Kenneth S. "Asymmetric Information: Market Failures, Market Distortions, and Market Solutions." Harvard Business School Background Note 797-100, March 1997.
- 10 Dec 2013
- Working Paper Summaries
Information and Incentives in Online Affiliate Marketing
- 30 Nov 2016
- Working Paper Summaries
The Stock Market and Bank Risk-Taking
- June 2010
- Article
The Pathologies of Online Display Advertising Marketplaces
By: Benjamin Edelman
Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a...
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Keywords:
Misleading and Fraudulent Advertising;
Online Advertising;
Cost;
Corporate Accountability;
Information Publishing;
Consumer Behavior;
Relationships;
Web Sites
Edelman, Benjamin. "The Pathologies of Online Display Advertising Marketplaces." Art. 2. ACM SIGecom Exchanges (June 2010).
- September–October 2013
- Article
The Dynamic Advertising Effect of Collegiate Athletics
By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over...
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Keywords:
Choice Modeling;
Entertainment Marketing;
Heterogeneity;
Panel Data;
Structural Modeling;
Rights;
Analytics and Data Science;
Higher Education;
Ethics;
Consumer Behavior;
Advertising;
Sports;
Advertising Industry;
Advertising Industry
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- February 2009 (Revised September 2010)
- Case
JWT China: Advertising for the New Chinese Consumer
By: Elisabeth Koll
This case analyzes the business strategy and expansion of JWT China from the late 1990s to 2008. As part of the world's fourth largest marketing communications network, JWT China grew into one of the largest integrated communications companies in China operating from...
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Keywords:
Governing Rules, Regulations, and Reforms;
Marketing Strategy;
Consumer Behavior;
Business and Government Relations;
Business Strategy;
Expansion;
Advertising Industry;
China
Koll, Elisabeth. "JWT China: Advertising for the New Chinese Consumer." Harvard Business School Case 809-079, February 2009. (Revised September 2010.)
- 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