Advertising - Publications - Faculty & Research

June 2017
Teaching Note

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

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September–October 2020
Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung

This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details

Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States

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2009
Chapter

Securing Online Advertising: Rustlers and Sheriffs in the New Wild West

By: Benjamin Edelman

Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. Advertising is the bedrock of web sites that are provided without charge to end users, so advertising is everywhere. But advertising security gaps... View Details

Keywords: Misleading and Fraudulent Advertising; Digital Marketing; Crime and Corruption; Ethics

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12 Oct 2011
Research & Ideas

Creating Online Ads We Want to Watch

For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where popular sites such as YouTube and... View Details

Keywords: by Carmen Nobel; Consumer Products

16 Jan 2006
Research & Ideas

What Customers Want from Your Products

Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs. Customers want to "hire" a product to do a job, or, as legendary Harvard Business School marketing professor... View Details

Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products

07 Oct 2008
Working Paper Summaries

Securing Online Advertising: Rustlers and Sheriffs in the New Wild West

Keywords: by Benjamin G. Edelman; Advertising

December 2007 (Revised April 2008)
Case

Butler, Shine, Stern & Partners

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details

Keywords: Strategy; Advertising; Sales; Advertising Industry

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June 2018 (Revised April 2021)
Case

Valuing Snap After the IPO Quiet Period (A)

By: Marco Di Maggio, Benjamin C. Esty and Gregory Saldutte

Snap, the disappearing message app, went public at $17 per share on March 2, 2017, making its two 20-something founders the youngest self-made billionaires in the country. Over the next three weeks, 14 analysts made investment recommendations on Snap: two with buy... View Details

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11 Jun 2018
Research & Ideas

Why South Korea's Samsung Built the Only Outdoor Skating Rink in Texas

sway verdicts in their favor.” The results of that inquiry can be found in a new National Bureau of Economic Research working paper, titled Buying the Verdict, co-written with Umit Gurun of the University of Texas at Dallas. Together, they found that Samsung is hardly... View Details

Keywords: by Michael Blanding; Legal Services

February 2017 (Revised May 2022)
Case

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

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05 Mar 2009
Working Paper Summaries

CPC/CPA Hybrid Bidding in a Second Price Auction

Keywords: by Benjamin Edelman & Hoan Soo Lee

10 Dec 2013
Working Paper Summaries

Information and Incentives in Online Affiliate Marketing

Keywords: by Benjamin G. Edelman & Wesley Brandi; Publishing; Technology

January 1991
Supplement

Volkswagen of America: Audi 5000 (B)

By: Stephen A. Greyser

Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details

Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States

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August 1988 (Revised November 1989)
Case

Reebok International Ltd.

By: John A. Quelch

Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new... View Details

Keywords: Marketing Strategy; Music Entertainment; Advertising Campaigns; Sports; Advertising Industry; Advertising Industry; Advertising Industry

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Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang

Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details

Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry

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Article

Advertising, the Matchmaker

By: Bharat N. Anand and Ron Shachar

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details

Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry

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06 Feb 2008
Working Paper Summaries

On Best-Response Bidding in GSP Auctions

Keywords: by Matthew Cary, Aparna Das, Benjamin G. Edelman, Ioannis Giotis, Kurtis Heimerl, Anna R. Karlin, Claire Mathieu & Michael Schwarz; Technology

July 1984 (Revised April 1997)
Case

British Airways

By: John A. Quelch

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details

Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England

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February 2005 (Revised June 2006)
Case

JCDecaux

By: John R. Wells and Vincent Dessain

Describes how JCDecaux, the second largest global outdoor advertising company, became the world leader in street furniture advertising in a fast consolidating business environment. Also explains why, in the late 1990s, JCDecaux diversified its activities into... View Details

Keywords: Advertising; Global Strategy; Leadership Style; Family Ownership; Strategic Planning; Competitive Strategy; Diversification; Advertising Industry

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July 2024
Article

Buying the Verdict

By: Lauren Cohen and Umit Gurun

We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location, precisely following initiation of the suit. In particular, we use legal actions brought against publicly... View Details

Keywords: Lawsuits and Litigation; Advertising; Marketing Strategy