Filter Results:
(1,916)
Show Results For
- All HBS Web
(1,916)
- News (337)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
Show Results For
- All HBS Web
(1,916)
- News (337)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- January 23, 2023
- Article
Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines
By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details
Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment
Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." e2208110120. Proceedings of the National Academy of Sciences 120, no. 5 (January 23, 2023).
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details
Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Advertising Industry; Advertising Industry; Advertising Industry; United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
- Web
Introduction - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Introduction Gordon Coster. Advertisement for N. W. Ayer, ca. 1934. olvwork490067 Nathan... View Details
- Web
Credits - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
Library Services Supported by the de Gaspé Beaubien Family Endowment at Harvard Business School The High Art of Photographic Advertisement Introduction The Exhibition Photography and Print Advertising... View Details
- December 2002
- Article
Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response
By: Mark R. Forehand, Rohit Deshpandé and Americus Reed III
Forehand, Mark R., Rohit Deshpandé, and Americus Reed III. "Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response." Journal of Applied Psychology 87, no. 6 (December 2002): 1086–1099.
- Article
From TV to Web: Content Strategies for Ads That Drive Online Sales
By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
- Web
Research Links - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
Photograph Collection brings together some of the finest examples of 1930s documentary, public relations, and advertising photography from prominent photographers such as Margaret Bourke-White, Russell Aikins, Alfred Cheney Johnston,... View Details
- 2001
- Working Paper
Geographic Concentration, Knowledge Spillovers, and Growth in the Evolution of the U.S. Advertising Agency Industry
By: Charles King, Alvin J. Silk and Niels Ketelhohn
- Web
Dream Realities - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Dream Realities Eugene Hutchinson. Decorative Crystal, ca. 1934. olvwork490097 Alfredo Valente. View Details
- Web
Related Resources - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
relevance to research in advertising and marketing. Industrial Life Photograph Collection Photographs from 115 leading companies (International Harvester, Hershey's Chocolate, Kraft-Phenix Cheese Corporation, U.S. Steel, and General... View Details
- September 2017
- Case
NBCUniversal Telemundo: Transforming Latino Television
By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively
In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details
Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami
McGee, Henry W., Carin-Isabel Knoop, and Christine Snively. "NBCUniversal Telemundo: Transforming Latino Television." Harvard Business School Case 318-018, September 2017.
- June 1998
- Article
Accounting for Soft Costs: New Start-up Activities Cost Standard Consistent with Earlier Advertising Cost Standard
By: David F. Hawkins
Hawkins, David F. "Accounting for Soft Costs: New Start-up Activities Cost Standard Consistent with Earlier Advertising Cost Standard." Accounting Bulletin, no. 65 (June 1998).
- Web
The Challenge of Color - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
Muray Photo Archives. olvwork490166 Alfred Cheney Johnston. A Study in Color, ca. 1934. olvwork490098 Color photography made its appearance in magazine advertising in the 1890s through the process of chromolithography. Advances in the... View Details
- Article
Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion
By: Sonya Grier and Rohit Deshpandé
Grier, Sonya, and Rohit Deshpandé. "Social Dimension of Consumer Distinctiveness: The Influence of Social Status on Group Identity and Advertising Persuasion." Journal of Marketing Research (JMR) 38, no. 2 (May 2001): 216–224.
- 2005
- Working Paper
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Harvard Business School Working Paper, No. 05-060, March 2005. (Revised July 2006, 2nd revision January 2007.)
- April 2022
- Teaching Note
Publicis Groupe 2021: Changing Nearly Everything
By: Rosabeth M. Kanter, Tonia Labruyere, Vincent Dessain and Catarina Martinez
After a leadership change at the French advertising company Publicis, new CEO Arthur Sadoun has to navigate changes due to digitalization and a pandemic. Teaching Note for HBS Case No. 322-050. View Details
- November 2013
- Case
Coca-Cola: Liquid and Linked
By: John Gourville and Noah Fisher
Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based... View Details
Keywords: Marketing; Promotions; Advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States
Gourville, John, and Noah Fisher. "Coca-Cola: Liquid and Linked." Harvard Business School Case 514-024, November 2013.
- March 2007
- Article
Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords
By: Benjamin Edelman, Michael Ostrovsky and Michael Schwarz
We investigate the "generalized second-price" auction (GSP), a new mechanism used by search engines to sell online advertising. Although GSP looks similar to the Vickrey-Clarke-Groves (VCG) mechanism, its properties are very different. Unlike the VCG mechanism, GSP... View Details
Edelman, Benjamin, Michael Ostrovsky, and Michael Schwarz. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords." American Economic Review 97, no. 1 (March 2007): 242–259. (Winner of the 2013 Prize in Game Theory and Computer Science from the Game Theory Society - for "the best paper at the interface of game theory and computer science in the last decade." Winner of the 2018 SIGecom Test of Time Award from the ACM Special Interest Group on E-Commerce - for "an influential paper or series of papers published between ten and twenty-five years ago that has significantly impacted research or applications exemplifying the interplay of economics and computation.")
- June 2009
- Supplement
Economic Value of the Advertising Supported Internet Ecosystem, presented by Professor John Quelch, Harvard Business School
By: John A. Quelch
Quelch, John A. "Economic Value of the Advertising Supported Internet Ecosystem, presented by Professor John Quelch, Harvard Business School." Harvard Business School Video Supplement 509-732, June 2009.