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      • January 2009
      • Teaching Note

      Obama versus Clinton: The YouTube Primary (TN)

      By: John A. Deighton and Leora Kornfeld
      Teaching Note for [509032]. View Details
      Keywords: Internet and the Web; Media; Political Elections; Advertising Campaigns
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      Deighton, John A., and Leora Kornfeld. "Obama versus Clinton: The YouTube Primary (TN)." Harvard Business School Teaching Note 509-038, January 2009.
      • January – February 2009
      • Article

      Content vs. Advertising: The Impact of Competition on Media Firm Strategy

      By: David Godes, Elie Ofek and Miklos Sarvary
      Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the... View Details
      Keywords: Monopoly; Duopoly and Oligopoly; Business Model; Price; Media; Competitive Strategy; Competitive Advantage; Advertising; Profit; Media and Broadcasting Industry
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      Godes, David, Elie Ofek, and Miklos Sarvary. "Content vs. Advertising: The Impact of Competition on Media Firm Strategy." Marketing Science 28, no. 1 (January–February 2009): 20–35.
      • November 2008 (Revised August 2011)
      • Case

      UnME Jeans: Branding in Web 2.0

      By: Thomas J. Steenburgh and Jill Avery
      This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
      Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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      Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
      • November – December 2008
      • Article

      Holding a Mirror up to Marketing

      By: John A. Quelch and Katherine Jocz
      The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details
      Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics
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      Quelch, John A., and Katherine Jocz. "Holding a Mirror up to Marketing." Marketing Management 17, no. 6 (November–December 2008): 16–21.
      • October 2008
      • Case

      TripIt: The Traveler's Agent

      By: Lynda M. Applegate, Gabriele Piccoli and Kathryn Brohman
      In July 2008, the co-founders of TripIt, a free online travel organizer that aggregated travelers' bookings from many top travel websites, had recently secured $5.1 million in new financing. While the co-founders believed that their company offered travelers a unique... View Details
      Keywords: Entrepreneurship; Investment; Profit; Revenue; Growth and Development Strategy; Competition; Internet; Travel Industry
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      Applegate, Lynda M., Gabriele Piccoli, and Kathryn Brohman. "TripIt: The Traveler's Agent." Harvard Business School Case 809-059, October 2008.
      • August 2008
      • Supplement

      Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by Professor John Quelch

      By: John A. Quelch
      Professor John Quelch interviewed Becky Saeger, Chief Marketing Officer of Charles Schwab and Co., Inc., with regard to the background and success of the "Talk to Chuck" advertising campaign. View Details
      Keywords: Success; Advertising Campaigns; Financial Services Industry
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      Quelch, John A. "Becky Saeger, CMO, Charles Schwab & Co., Inc., Interviewed by Professor John Quelch." Harvard Business School Video Supplement 509-703, August 2008.
      • August 2008
      • Supplement

      Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips

      By: John A. Quelch
      A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details
      Keywords: Decisions; Business or Company Management; Advertising Campaigns; Financial Services Industry
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      Quelch, John A. Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips. Harvard Business School Video Supplement 509-701, August 2008.
      • August 2008
      • Supplement

      Lenovo 2006-2008 Advertising Clips

      By: John A. Quelch
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      Quelch, John A. "Lenovo 2006-2008 Advertising Clips." Harvard Business School Video Supplement 509-717, August 2008.
      • August 2008
      • Supplement

      Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch

      By: John A. Quelch
      Professor John Quelch interviewed Lenovo CMO, Deepak Advani, regarding Lenovo's buy-out of IBM's personal computer business, and Lenovo's marketing strategy leading up to the 2008 Summer Olympics in Beijing, China. View Details
      Keywords: Advertising; Leveraged Buyouts; Brands and Branding; Marketing Strategy; Hardware; Computer Industry; China
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      Quelch, John A. "Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch." Harvard Business School Video Supplement 509-711, August 2008.
      • August 2008
      • Teaching Note

      Go Red for Women: Raising Heart Health Awareness (TN)

      By: V. Kasturi Rangan and Marie Madelene Bell
      Teaching Note for [507026]. View Details
      Keywords: Corporate Strategy; Financing and Loans; Risk and Uncertainty; Advertising Campaigns; Health Care and Treatment; Health Industry
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      Rangan, V. Kasturi, and Marie Madelene Bell. "Go Red for Women: Raising Heart Health Awareness (TN)." Harvard Business School Teaching Note 509-017, August 2008.
      • 2008
      • Blog

      Harvard Business Online—Marketing Know:How: How Negative Advertising Works (And When it Doesn't)

      By: John A. Quelch
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      Quelch, John A. "How Negative Advertising Works (And When it Doesn't)." Harvard Business Online—Marketing Know:How (blog). May 12, 2008. https://hbr.org/2008/05/how-negative-advertising-works.
      • May 2008
      • Supplement

      Dove: Evolution of a Brand - Advertising Supplement

      By: John A. Deighton
      Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry
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      Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
      • May 2008
      • Supplement

      Hasbro Games -- POX (A) and (B), Supporting Video

      By: Elie Ofek
      The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. View Details
      Keywords: Media; Advertising; Product Launch; Entertainment and Recreation Industry
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      Ofek, Elie. "Hasbro Games -- POX (A) and (B), Supporting Video." Harvard Business School Video Supplement 508-706, May 2008.
      • 2008
      • Book

      Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

      By: Gerald Zaltman and Lindsay Zaltman
      Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
      Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
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      Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
      • March 2008 (Revised March 2014)
      • Case

      Facebook

      By: Mikolaj Jan Piskorski, Thomas R. Eisenmann, Aaron Smith, David Chen and Brian Feinstein
      As Facebook topped one billion monthly users in October 2012, the online social network continued to face questions about how best to monetize its surging traffic. The company could invest further in new advertising products, which represented the majority of the... View Details
      Keywords: Entrepreneurship; Profit; Open Source Distribution; Social and Collaborative Networks; Competition; Competitive Strategy; Internet and the Web; Digital Platforms; Information Technology Industry
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      Piskorski, Mikolaj Jan, Thomas R. Eisenmann, Aaron Smith, David Chen, and Brian Feinstein. "Facebook." Harvard Business School Case 808-128, March 2008. (Revised March 2014.) (More Info.)
      • February 2008
      • Teaching Note

      DermaCare: Zapping Zits Directly (TN)

      By: Richard G. Hamermesh
      Teaching Note for [808064]. View Details
      Keywords: Product Development; Innovation and Invention; Health Care and Treatment; Financing and Loans; Venture Capital; Advertising; Distribution; Health Industry
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      Hamermesh, Richard G. "DermaCare: Zapping Zits Directly (TN)." Harvard Business School Teaching Note 808-122, February 2008.
      • 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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      Quelch, John A. "Charles Schwab & Co., Inc.: The 'Talk to Chuck' Advertising Campaign (TN)." Harvard Business School Teaching Note 508-064, February 2008. (Revised August 2011.)
      • Article

      Coarse Thinking and Persuasion

      By: Sendhil Mullainathan, Joshua Schwartzstein and Andrei Shleifer
      We present a model of uninformative persuasion in which individuals "think coarsely": they group situations into categories and apply the same model of inference to all situations within a category. Coarse thinking exhibits two features that persuaders take advantage... View Details
      Keywords: Cognition and Thinking; Brands and Branding
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      Mullainathan, Sendhil, Joshua Schwartzstein, and Andrei Shleifer. "Coarse Thinking and Persuasion." Quarterly Journal of Economics 123, no. 2 (May 2008): 577–619.
      • January 2008 (Revised March 2009)
      • Case

      Framedia (A) Abridged

      By: Li Jin, Carliss Y. Baldwin, Li Liao, Huabing Li and Jielun Zhu
      Examines an acquisition in the highly competitive outdoor media advertising industry in China in late 2005. The transaction leads to eventual consolidation of the whole industry and positive stock reactions. Discusses equity consideration in the context of an M&A... View Details
      Keywords: Mergers and Acquisitions; Venture Capital; Equity; Private Equity; Corporate Governance; Emerging Markets; Organizations; Consolidation; Valuation; Advertising Industry; China
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      Jin, Li, Carliss Y. Baldwin, Li Liao, Huabing Li, and Jielun Zhu. "Framedia (A) Abridged." Harvard Business School Case 208-048, January 2008. (Revised March 2009.)
      • 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
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      Moss, David, and Mary Oey. "The Paranoid Style in the Study of American Politics." 2008.
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