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(1,916)
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Show Results For
- All HBS Web
(1,916)
- News (337)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- May 2009
- Article
Skewed Bidding in Pay-per-Action Auctions for Online Advertising
By: Nikhil Agarwal, Susan Athey and David Yang
Agarwal, Nikhil, Susan Athey, and David Yang. "Skewed Bidding in Pay-per-Action Auctions for Online Advertising." American Economic Review: Papers and Proceedings 99, no. 2 (May 2009): 441–447.
- 2021
- Article
Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era
By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details
Keywords: Industry Evolution; Advertising; Spending; Measurement and Metrics; Mathematical Methods; Media; Advertising Industry; United States
Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.
- Web
Site Credits - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Bibliography Site Credits CURATOR: Melissa... View Details
- 2015
- Other Unpublished Work
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Lingling Zhang, Clarence Lee and Anita Elberse
- 2013
- Article
How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality
By: Alvin J. Silk and Charles King III
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of... View Details
Keywords: Concentration Levels; Data; U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey; Measurement Problems; Herfindahl-Hirschman Index; Concentration Ratios; Advertising; Advertising Industry; North and Central America
Silk, Alvin J., and Charles King III. "How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality." Journal of Current Issues & Research in Advertising 34, no. 1 (2013): 166–193.
- July–August 1995
- Article
Seeing the Voice of the Customer: Metaphor-based Advertising Research
By: Gerald Zaltman and R. Coulter
Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
- 1997
- Working Paper
Intermedia Substitutability in the U.S. National Advertising Market
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- 12 Feb 2013
- News
Welcome to the Future of Advertising Insight Center
- 24 Mar 2008
- Working Paper Summaries
Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud
- 21 May 2014
- News
What to do when your refrigerator starts advertising
- 05 Feb 2013
- News
Pistachios beat Blackberry in Super Bowl's advertising match
- 15 Nov 2016
- News
Facebook, Google Crack Down on Fake News Advertising
- 26 Oct 2017
- Research Event
In an Era of 'Fake News,' What is the Future of Advertising and Publishing?
White House popularized the term “fake news,” the influence of social media advertising and online publishing requires serious reexamination. That began to happen October 24 at the The Future of Advertising... View Details
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
company’s obligation lie? The struggle over the advertising of India’s fairness creams is the centerpiece of a March 2016 case “Fair & Lovely vs. Dark Is Beautiful,” which was written by Rohit Deshpandé, Sebastian S. Kresge Professor... View Details
- November 1992 (Revised June 1993)
- Case
The Advertising Council Teen Alcoholism Campaign: Research and Strategy
By: V. Kasturi Rangan and Jayne D. Kramer
Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council Teen Alcoholism Campaign: Research and Strategy." Harvard Business School Case 593-060, November 1992. (Revised June 1993.)
- March 2014
- Teaching Note
Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children
By: Dennis Yao
- 10 Feb 2010
- News
Harvard Business School Faculty Comment on Super Bowl Advertisements
- Web
A Marketing Revolution - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: A Marketing Revolution National Markets Advertising Products Trade... View Details