Advertising - Publications - Faculty & Research

27 Mar 2025
News

Advertising Measurable Hiring Goals Attracts a More Diverse Pipeline

26 Oct 2017
Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which Russian operatives allegedly used Facebook ads to sow discord among... View Details

Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News

10 Jun 2016
News

Are there better deals than the “Minimum Advertised Price?” More often than you think.

May 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

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

Keywords: by Dina Gerdeman; Beauty & Cosmetics

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

Citation

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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

Web

Souvenirs & Novelties - 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: Souvenirs & Novelties National Markets Advertising Products Trade... View Details

Web

Brand Name Management - 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: Brand Name Management National Markets Advertising Products Trade... View Details

April 2004 (Revised April 2006)
Teaching Note

Eyeblaster: Enabling the Next Generation of Online Advertising (TN)

By: Elie Ofek

Teaching Note to (2-504-005). View Details

Keywords: Online Advertising; Advertising Industry

Citation

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Jun 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

May 2011 - 2011
Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse

Keywords: Internet and the Web; Advertising

Citation

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

Citation

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September 2012
Teaching Note

JWT China: Advertising for the New Chinese Consumer (TN)

By: Elisabeth Koll

Citation

Purchase

November 1976 (Revised August 1984)
Case

Friendly Ice Cream Corp.: Advertising Strategy for New England

Citation

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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

Citation

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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