Advertising Costs - Publications - Faculty & Research

01 Apr 2002
News

Professorship Brings Brierley's HBS Connection Full Circle

ever dreamed that frequentflier miles would become a multibillion-dollar source of incremental airline revenue," he notes. In 1982, Brierley was named vice president of sales and advertising for Pan American World Airways, where he... View Details

Keywords: Charles M. Williams; Epsilon Data Management; Computer Systems Design and Related Services; Professional Services

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

big bucks in the minds of most consumers. We see similar efforts by magazines that advertise their low per-issue prices or insurance companies that break the cost of their premiums down to a low, per-day... View Details

Keywords: by Manda Mahoney

12 Apr 2012
News

HBS Welcomes Eleven Alumni Startups

northwestern us ClearCare serves the $60-billion private-pay homecare market in the US using a powerful SaaS technology that provides back-office efficiency and front-facing engagement of families and seniors. The sales process is efficient, with customer acquisition... View Details

Keywords: Bulletin Staff; Alumni New Venture Contest

21 Nov 2016
Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

investing in projects that earn more than their cost of capital; increasing profits from existing capital investments; reducing assets in activities that earn less than the cost of capital; and reducing the... View Details

Keywords: by Michael Blanding

07 Aug 2012
Research & Ideas

Off and Running: Professors Comment on Olympics

official International Olympic Committee (IOC) worldwide sponsors are said to pay $90 to $100 million each for the right to use the rings globally in their marketing efforts. These companies typically spend large additional amounts on View Details

Keywords: Re: Multiple Faculty; Sports

08 Mar 2011
First Look

First Look: March 8

Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and advertiser entry strategies are derived using symmetric... View Details

Keywords: Sean Silverthorne

13 May 2014
First Look

First Look: May 13

services obtained in return, reduces general anti-tax sentiment, and holds satisfaction with tax payment stable despite increased compliance with tax dues. With tax noncompliance costing the U.S. government $385 billion annually,... View Details

Keywords: Sean Silverthorne

15 May 2007
First Look

First Look: May 15, 2007

of its key staff, and whose misleading, but lawful, advertising of interest rates is drawing customers away from HDFC. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=301093 HDFC (B) Harvard Business... View Details

Keywords: Martha Lagace

17 Sep 2001
Research & Ideas

Let Customers Call the Shots

definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details

Keywords: by Martha Lagace

10 Sep 2008
Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

by focusing on bigger films that require a bigger commitment." Jeff Robinov believes in blockbusters and his strategy is to create more of them. The pharmaceutical and entertainment industries are similar. R&D costs in both are... View Details

Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical

01 Sep 2003
News

The Kids Are Alright: Alumni Children Crack Case

pop-up ads on most sites. Instead, its “immersive” advertising was more like the product placements common to television and movies — sponsors’ products or messages appear in the context of the site’s games and activities.) As the class... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

08 Jun 2010
First Look

First Look: June 8

Epstein, and Kristi Yuthas Publication:In Scaling Social Impact: New Thinking, edited by Paul Bloom and Edward Skloot. Palgrave Macmillan, forthcoming An abstract is unavailable at this time. Order this Book: http://www.palgrave.com/products/title.aspx?PID=414542 How... View Details

Keywords: Martha Lagace

May 2022
Supplement

Maestro Pizza (B): The Competition Awakens

By: Ramon Casadesus-Masanell and Fares Khrais

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details

Citation

Purchase

01 Jun 2020
News

Inside Out

The second 90 percent that we are ignoring is the true cost of operating our buildings: the people inside. Most companies spend as much as 90 percent of their budgets on human resources, a figure largely driven by their salaries and... View Details

Keywords: Dan Morrell; Corporate, Subsidiary, and Regional Managing Offices; Management

02 Jun 2014
Research & Ideas

Excerpt: ‘A Social Strategy’

retweets they got on Twitter would translate into sales or lower costs (which they rarely did). Second, with this approach, eBay is not trying to become friends with its customers with the intent of broadcasting messages to them. Instead,... View Details

02 Jan 2018
News

Reconsidering Retirement

store in New Jersey; the son accompanied him on buying trips to New York and watched him negotiate for the best merchandise and price. He had even launched his own successful business before arriving at HBS: a birthday cake delivery service that View Details

Keywords: April White; Securities, Commodities, and Other Financial Investments; Finance

09 Aug 2013
Research & Ideas

Read All About It: Digital CEO Buys Traditional Media!

the world are trying to reinvent themselves for digital success. Indeed, few strategic problems are as hard as those confronting newspapers—declining print revenues, even greater declines in advertising revenue (mostly due to the loss of... View Details

Keywords: by Jim Aisner; Journalism & News; Publishing

01 Dec 2013
News

Faculty Q&A: Playing the Hits

dollars to spend in a given year, you're better off making 100 movies that each cost $10 million, or 20 that each cost $50 million. But it turns out that it's much safer to make a handful of really, really... View Details

Keywords: Patrick Kirchner; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services

30 Dec 2013
Research & Ideas

Most Popular Articles of 2013

Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective marketing budgets. Organizational Factors that... View Details

Keywords: by Staff

22 Aug 2011
Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

was enough to spur the innovation, offering inventors a "seal of approval" they could then use to show investors that their idea had merit. "When you think about the cost of launching a new innovation, it is clearly an... View Details