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  • February 2008 (Revised August 2011)
  • Teaching Note

Charles Schwab & Co., Inc.: The 'Talk to Chuck' Advertising Campaign (TN)

By: John A. Quelch
Teaching Note for [507005]. View Details
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  • December 2018 (Revised August 2019)
  • Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery
The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America
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  • 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
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  • 29 Jan 2018
  • News

Sporting spectacle mixed with US razzmatazz: Super Bowl delivers an advertising touch down

  • 2002
  • Working Paper

Knowledge Spillovers and Growth in the Disagglomeration of the U.S. Advertising Agency Industry

By: Charles King III, Alvin J. Silk and Niels Ketelhohn
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  • Web

Bibliography - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Advertising Photography . Berkeley: University of California Press, 1997. "Harvard Couples Art and Industry," New York Times (June 19, 1932). Full text available as a networked resource (Harvard users only: Harvard ID and University PIN... View Details
  • 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
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  • 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
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  • 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
  • 06 Jul 2020
  • News

Will the Facebook advertising boycott force the social media giant to change? Not likely

  • 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
  • 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
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  • 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
  • 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
Keywords: Advertising; Social Psychology
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  • 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
Keywords: Digital; Digitalization; Advertising; Marketing; Creative Industry; Succession; Leadership; Transition; Transformation; Change Management; Advertising Industry; United States; France; Europe
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  • 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
  • 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
  • June 1998
  • Article

Accounting for Soft Costs: New Start-up Activities Cost Standard Consistent with Earlier Advertising Cost Standard

By: David F. Hawkins
Keywords: Cost; Accounting; Advertising
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  • 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
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