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Show Results For
- All HBS Web
(1,920)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- 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
- 24 Mar 2008
- Working Paper Summaries
Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud
- June 2013
- Article
How to Profit from 'Lean Advertising'
By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
- 2004
- Chapter
Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Keywords: Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Advertising Industry
Silk, Alvin J., and Ernst R. Berndt. "Cost Economies in the Global Advertising and Marketing Services Business." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, 217–257. San Francisco, CA: Jossey-Bass, 2004.
- February 1994
- Article
A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
By: Rohit Deshpandé and D. M. Stayman
Keywords: Advertising
Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64.
- September 2012
- Teaching Note
JWT China: Advertising for the New Chinese Consumer (TN)
By: Elisabeth Koll
- November 1976 (Revised August 1984)
- Case
Friendly Ice Cream Corp.: Advertising Strategy for New England
Buzzell, Robert D. "Friendly Ice Cream Corp.: Advertising Strategy for New England." Harvard Business School Case 577-062, November 1976. (Revised August 1984.)
- February 26, 2003
- Article
Consumers' Reports on the Health Effects of Direct-To-Consumer Drug Advertising
By: Joel S. Weissman, David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman and Robert Leitman
Weissman, Joel S., David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman, and Robert Leitman. "Consumers' Reports on the Health Effects of Direct-To-Consumer Drug Advertising." Health Affairs (February 26, 2003).
- 25 Jan 2017
- News
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
- May 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- September 2001
- Article
The Emerging Position of the Internet as an Advertising Medium
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "The Emerging Position of the Internet as an Advertising Medium." Netnomics 3, no. 2 (September 2001): 129–148.
- 31 May 2012
- Working Paper Summaries
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
- Web
The Art of "Posting" - 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: The Art of “Posting” National Markets Advertising Products Trade Catalogs... View Details
- spring/summer 1984
- Article
Children as Consumers: An Ethical Evaluation of Children's Television Advertising
By: L. S. Paine
Paine, L. S. "Children as Consumers: An Ethical Evaluation of Children's Television Advertising." Business & Professional Ethics Journal 3, nos. 3/4 (spring/summer 1984): 119–145. (Reprinted in Business Ethics, edited by Thomas White. New York: MacMillan Publishing Company, 1993; Revised as "Children as Consumers: The Ethics of Children's Television Advertising." In Ethics in Marketing, edited by J. Quelch and C. Smith, 672-686. Burr Ridge, Ill: Richard D. Irwin, 1993.)
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.