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Show Results For
- All HBS Web
(1,977)
- News (346)
- Research (1,263)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
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- 1984
- Chapter
Structural Determinants of Ratios of Promotion and Advertising to Sales
By: John A. Quelch, Cheri T. Marshall and Dae R. Chang
Quelch, John A., Cheri T. Marshall, and Dae R. Chang. "Structural Determinants of Ratios of Promotion and Advertising to Sales." In Research on Sales Promotion: Collected Papers. no. 84-104, edited by Katherine E. Jocz, 83–105. Marketing Science Institute Report. Cambridge, MA: Marketing Science Institute, 1984.
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
- 31 May 2012
- Working Paper Summaries
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
- November 1992 (Revised June 1994)
- Case
Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution
By: V. Kasturi Rangan and Jayne D. Kramer
Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution." Harvard Business School Case 593-061, November 1992. (Revised June 1994.)
- 2012
- Working Paper
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts in interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising; Service Delivery; Competition; Conflict of Interests; Policy; Practice; Advertising Industry; United States
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Marketing Science Institute Report, No. 12-104, May 2012.
- fall 2003
- Article
Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry
By: Charles King III, Alvin J. Silk and Niels Ketelhohn
King, Charles, III, Alvin J. Silk, and Niels Ketelhohn. "Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry." Journal of Economics & Management Strategy 12, no. 3 (fall 2003): 327–362.
- Article
Long Term Impact of Promotion and Advertising on Consumer Brand Choice
By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. 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. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association.)
- May 1992
- Teaching Note
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A) and (B), Teaching Note
By: Nitin Nohria
Keywords: Advertising Industry
- 1983
- Book
Advertising and Promotion Management: A Manager's Guide to Theory & Practice
By: Paul W. Farris and J. A. Quelch
Farris, Paul W., and J. A. Quelch. Advertising and Promotion Management: A Manager's Guide to Theory & Practice. Radnor, PA: Chilton Book Company, 1983.
- March 2012 (Revised October 2021)
- Supplement
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising
By: Ian Larkin and Hal Movius
Larkin, Ian, and Hal Movius. "V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising." Harvard Business School Supplement 912-044, March 2012. (Revised October 2021.)
- January 1997 (Revised February 1997)
- Case
Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign
By: David J. Arnold and Robert J. Dolan
Arnold, David J., and Robert J. Dolan. "Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign." Harvard Business School Case 597-069, January 1997. (Revised February 1997.)
- 2003
- Other Unpublished Work
Scale and Scope Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
- February 1996
- Teaching Note
Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN
- April 2012 (Revised April 2013)
- Case
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
- 1987
- Book
Advertising and Promotion Management: A Manager's Guide to Theory & Practice
By: Paul Farris and John A. Quelch
- November–December 2014
- Article
Accountable? The Problems and Solutions of Online Ad Optimization
By: Benjamin Edelman
Online advertising might seem to be the most measurable form of marketing ever invented.
Comprehensive records can track who clicked what ad—and often who saw what ad—to compare
those clicks with users' subsequent purchases. Ever-cheaper IT makes this tracking... View Details
Keywords: Online Advertising; Fraud; Optimization; Incentives; Digital Marketing; Contracts; Marketing Strategy; Organizational Design
Edelman, Benjamin. "Accountable? The Problems and Solutions of Online Ad Optimization." IEEE Security & Privacy 12, no. 6 (November–December 2014): 102–107.
- March 2013
- Case
Grupo ABC and Nizan Guanaes's Path from Brazil to the World
By: Rosabeth Moss Kanter, Gustavo Herrero and Ricardo Reisen De Pinho
Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the top 10 by 2015. Grupo ABC thrived by identifying national (Brazilian) challenges and incorporating... View Details
Keywords: Management; Global Business; Advertising Agency; Opportunities; Globalized Firms and Management; Advertising; Global Strategy; Business Strategy; Digital Marketing; Advertising Industry; Brazil
Kanter, Rosabeth Moss, Gustavo Herrero, and Ricardo Reisen De Pinho. "Grupo ABC and Nizan Guanaes's Path from Brazil to the World." Harvard Business School Case 313-095, March 2013.
- March 2012 (Revised October 2021)
- Supplement
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
By: Ian Larkin and Hal Movius
Larkin, Ian, and Hal Movius. "V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising." Harvard Business School Supplement 912-045, March 2012. (Revised October 2021.)
- June 2004
- Article
Holding Company Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Silk, Alvin J., and Ernst R. Berndt. "Holding Company Cost Economies in the Global Advertising and Marketing Services Business." Art. 5. Review of Marketing Science 2, no. 1 (June 2004).