Publications

21 May 2008
Research & Ideas

Going Negative in Political Advertising

For more details, see Greater Good: How Good Marketing Makes For Better Democracy by John Quelch and Katherine Jocz (Harvard Business Press 2008). Choice sells, in politics and... View Details

Keywords: by John Quelch

November 1992 (Revised June 1993)
Case

The Advertising Council Teen Alcoholism Campaign: Research and Strategy

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Advertising Campaigns; Strategy; Health Disorders; Social Issues

2020
Working Paper

Sex Selection and the Indian Marriage Market

By: Reshmaan N. Hussam

I consider the widespread phenomenon of sex ratios skewed by parental preference. Edlund (1999) proposes that if parents prefer sons and permit only women to marry up in social class, sexes will segregate by wealth in equilibrium. Using data on 30,000 Indian children,... View Details

Keywords: Sex Selection; Marriage Market; Bargaining Power; Gender; Information Technology; Household; Outcome or Result; India

15 Jan 2019
Working Paper Summaries

The Creation and Evolution of Entrepreneurial Public Markets

Keywords: by Shai Bernstein, Abhishek Dev, and Josh Lerner; Banking; Financial Services

July–August 2024
Article

Navigating the Future of Online Advertising with WEB3

By: Frank V. Cespedes and Ben Plomion

or years, digital ad spend was a steadily growing portion of marketing budgets. But online advertising faces challenges that mean a transformative shift in digital marketing. Meanwhile, so-called “Web3” has emerged as a medium that can change ad spend and how personal... View Details

Keywords: Internet and the Web; Advertising; Digital Marketing

May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

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

Educators

Article

Brand Values and Capital Market Valuation

By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik

Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details

Keywords: Brands and Branding; Valuation

May 1986 (Revised February 1989)
Case

Gillette Co.: Dry Idea Advertising (B), The Bake-Off

Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details

Keywords: Advertising; Product Marketing; Consumer Products Industry; United States

Educators

Fast Answer

Advertising expenditures & budgets

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Ref. HF5801 .A48 in the Stamps Reading Room
Quarterly... View Details

November 1992 (Revised March 1997)
Case

The Advertising Council: Corporate Strategy

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Corporate Strategy; Advertising; Advertising Industry

September 2009
Article

Deterring Online Advertising Fraud Through Optimal Payment in Arrears

By: Benjamin Edelman

Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well hidden, and limited reputation systems reduce accountability. But partners are not paid until after their work is complete, and advertisers can... View Details

Keywords: Cost Management; Misleading and Fraudulent Advertising; Profit; Online Advertising; Advertising Industry

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go... View Details

Keywords: by Carmen Nobel; Advertising

10 May 2012
Working Paper Summaries

The Flattened Firm—Not as Advertised

Keywords: by Julie Wulf

May 1986
Supplement

Gillette Co.: Dry Idea Advertising (B), Video

Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)... View Details

Keywords: Advertising; Consumer Products Industry

Research Summary

Institutions and Markets

Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details

1993
Chapter

Teaching Emotion with Drama Advertising

By: J. A. Deighton and S. Hoch

Keywords: Teaching; Advertising; Advertising Industry; Advertising Industry

2008
Working Paper

Economic Factors Underlying the Unbundling of Advertising Agency Services

By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk

This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling to the unbundling of services be explained and what accounts for the... View Details

Keywords: Transformation; Framework; Service Operations; Decisions; Relationships; Price; Diversification; Geography; Cost; Advertising Industry; United States