Advertising Media - Publications - Faculty & Research

01 Oct 2013
First Look

First Look: October 1

Could Lose $100 Million On London Olympics; Ratings Not Expected To Beat Beijing," chimed in John Clarke with Forbes. Sandomir and Clarke were not alone in their damning prediction. Analysts and media put forth similar commentary... View Details

Keywords: Sean Silverthorne

22 Jul 2002
Research & Ideas

Is Performance-Based Pricing the Right Price for You?

is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15 percent of the cost of the... View Details

Keywords: by Benson Shapiro; Manufacturing

22 Apr 2019
Research & Ideas

Why Salespeople Struggle at Leading

says, noting that according to US Bureau of Labor Statistics, 12 percent of the workforce is listed as salespeople, a figure that has grown in the 21st century. Plus, the $900 billion that is spent on sales forces by US companies is three times what firms spend on all... View Details

Keywords: by Dina Gerdeman

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

At the end of June 2022, a video was posted on TikTok with the theme, “I know Victoria’s secret.” The secret was that Victoria was “an old man who lives in Ohio making money off of girls like me cashing in on body issues.” The song was written by Jax, a digital View Details

Keywords: by John Deighton and Leora Kornfeld

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

sellers), ad-supported media (ad sponsors and readers/viewers), computer operating systems (application developers and users), videogame consoles (game developers and geeks), shopping malls (retailers and consumers), digital View Details

Keywords: by Sean Silverthorne; Technology

Web

Advisory Board - Entrepreneurship

Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details

03 Oct 2005
Research & Ideas

The Box Office Power of Stars

film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its market success as well.... View Details

Keywords: by Sarah Jane Gilbert; Entertainment & Recreation; Motion Pictures & Video

2010
Chapter

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

Citation

2008
Other Unpublished Work

The Paranoid Style in the Study of American Politics

By: David Moss and Mary Oey

The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms of political support. Indeed, many... View Details

Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States

Citation

09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

not, the consumer won't repurchase four years from now. Build enthusiasm. Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television View Details

Keywords: by John A. Quelch

May 2022
Case

Maestro Pizza: Coming in Hot!

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

Educators

Purchase

04 Jun 2001
What Do You Think?

What’s the Future of the Subscription Model?

that the advertising model "went bust," one respondent concludes that the "'free' connotation to the Internet is eroding away slowly." Richard Feder maintains that the subscription model will gain momentum on the... View Details

Keywords: by James Heskett

08 Sep 2014
Research & Ideas

The Strategic Way To Hire a Sales Team

Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details

Keywords: by Carmen Nobel

Web

Sarah McConville | About

Sarah McConville Bio Sarah McConville is Co-President of Harvard Business Publishing (HBP), an affiliate of Harvard Business School. HBP bridges academia, enterprise learning, and media including thought leadership published by Harvard... View Details

25 Jun 2020
Blog Post

Harvard Business School Class of 2021 Student Profiles

Organization, Entertainment & Media Club, HBS Tech Club, Volleyball Club Laura Sandoval “I almost didn’t apply here because I didn’t think I’d get accepted – why waste time on a long shot? But I’m glad I accepted the risk and took a... View Details

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

develop "Gaga-esque" products for Polaroid, and a spot in MAC Cosmetics' "Viva Glam" advertising campaign. Connecting on Social Media Lady Gaga's success was built on more than just her... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

Web

Industry Information - Alumni

for full access). Adweek Long running publication dedicated to advertising and marketing. Tiered subscription model (free registration for a limited number of articles per month; subscribe for full access). Alliance for Audited View Details

07 Apr 2020
Research & Ideas

What Customers Need to Hear from You During the COVID Crisis

As the COVID-19 virus pandemic began to sweep across the world, Doug McMillon and his team at Walmart watched in horror. Suddenly, they realized, tomorrow would be nothing like “business as usual” and everything in the company’s marketing plan, from retail execution to... View Details

Keywords: by Jill Avery and Richard Edelman

05 Jun 2019
Blog Post

Exploring the Beauty Industry through an Independent Project

In seeking information on beauty products prior to purchase over the last year, 67% of respondents consulted social media influencers and 59% consulted third-party product reviews. However, company View Details

October 2009 (Revised June 2010)
Case

Hulu: An Evil Plot to Destroy the World?

By: Anita Elberse and Sunil Gupta

In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details

Keywords: Advertising; Business Model; Television Entertainment; Distribution Channels; Service Operations; Internet and the Web; Media and Broadcasting Industry; Media and Broadcasting Industry

Citation

Educators

Purchase