Publications

17 Sep 2007
Research & Ideas

Broadband: Remaking the Advertising Industry

recently, advertisers have tapped into the popularity of social networking sites like MySpace and Second Life to create intriguing campaigns and an important presence. Q: Why is dissatisfaction increasing... View Details

Keywords: by Julia Hanna; Advertising; Advertising; Advertising

March 2016 (Revised February 2023)
Teaching Note

Advertising Experiments at RestaurantGrades

By: Michael Luca, Weijia Dai and Hyunjin Kim

Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details

Keywords: Advertising Campaigns; Marketing; Digital Marketing; Analysis; Performance Effectiveness

April 27, 2009
Article

Fraud in Online Advertising

By: Benjamin Edelman

At first glance, online advertising seems to be as measurable a medium as any ever invented. Advertisers can count how many times an ad was sent, then measure sales—yielding an analysis that seems to report the value of an online ad campaign. But the reality is... View Details

Keywords: Advertising Campaigns; Online Advertising; Crime and Corruption; Measurement and Metrics; Value

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January 2014 (Revised June 2014)
Case

Dumb Ways To Die: Advertising Train Safety (A)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Viral Marketing; Advertising; Marketing Communications; Social Marketing; Digital Marketing; Advertising Industry; Advertising Industry; Advertising Industry; Oceania; Europe

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

Web

the Art of American Advertising - Advertising Products

century, J. Walter Thompson, E. C. Allen, N. W. Ayer & Son, and others eventually developed into full-service agencies taking on the responsibilities for copy, art, design, layout, and advertising campaigns... View Details

14 Oct 2008
Research & Ideas

Should You Bring Advertising Expertise In-House?

campaign compare when the tasks are performed internally rather than by an independent outside agency? Ownership of an in-house agency rests with the advertiser and allows the View Details

Keywords: by Sarah Jane Gilbert; Advertising

December 1992 (Revised June 1996)
Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details

Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States

April 1990 (Revised April 1992)
Supplement

Ad Council's AIDS Campaign (B): Program Adoption

By: V. Kasturi Rangan and Janet Montgomery

The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details

Keywords: Health Disorders; Advertising Campaigns; Advertising Industry

May 1986 (Revised February 1989)
Case

Gillette Co.: Dry Idea Advertising (B), The Bake-Off

Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details

Keywords: Advertising; Product Marketing; Consumer Products Industry; United States

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

control," Deighton says. "In the 1950s, Dove's advertising approach was similar to a World War II military campaign with a heavy bombardment of 30- and 60-second messages with very strong, functional... View Details

Keywords: by Julia Hanna; Advertising; Advertising

March 1996 (Revised October 1997)
Case

Dewar's (B): Preliminary Results of the Repositioning Campaign

By: Alvin J. Silk and Lisa Klein Pearo

Reports the strategic choices made by Dewar's and briefly describes the implementation of the campaign from its launch in September 1993 through September 1995. View Details

Keywords: Product Positioning; Marketing Strategy; Advertising Campaigns; Food and Beverage Industry

April 1995
Case

USAir "Letters to Travelers" Campaign

By: Stephen A. Greyser and Norman Klein

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

12 Aug 2008
Op-Ed

Google-Yahoo Ad Deal is Bad for Online Advertising

may not offer a functionality that copies data from an AdWords account to a non-AdWords account." The clear effect-and explicitly stated intention-is to impede advertisers' efforts to efficiently copy their ad campaigns to other... View Details

Keywords: by Benjamin G. Edelman; Advertising; Advertising

June 1996
Case

Siemens Corporation (B): Corporate Advertising for 1996

By: Stephen A. Greyser and Norman Klein

Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry

2015
Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details

Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States

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November 1990
Case

Eastern Airlines: The ""Fight Back"" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation Industry