Publications

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

January 2014 (Revised February 2015)
Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld

This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details

Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Advertising Industry; Advertising Industry

June 2017
Case

Magellan Boatworks

By: John A. Quelch and James T. Kindley

Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details

Keywords: Marketing; Marketing Communications; Advertising; Strategy; Salesforce Management

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

2008
Working Paper

CPC/CPA Hybrid Bidding in a Second Price Auction

By: Benjamin Edelman and Hoan Lee

We develop a model of online advertising in which each advertiser chooses from multiple advertising measurement metrics—paying either for each click on its ads (CPC), or for each purchase that follows an ad-click (CPA). Our analysis extends classic auction results by... View Details

Keywords: Online Advertising; Auctions; Bids and Bidding; Measurement and Metrics; Quality; Mathematical Methods; Web Sites

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18 Sep 2013
HBS Seminar

Steven Tadelis, University of California Berkeley Haas School of Business

November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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May 1990
Case

PepsiCo and Madonna

By: John A. Quelch

In 1989, PepsiCo withdrew an advertising campaign featuring Madonna following complaints from religious groups regarding the content of a Madonna video. View Details

Keywords: Ethics; Religion; Advertising Campaigns; Brands and Branding; Food and Beverage Industry; United States

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Advertising Industry; Japan; United States

27 Jul 2017
News

The Revolution in Advertising: From Don Draper to Big Data

May 1975 (Revised May 1982)
Case

Southwest Airlines (C)

Southwest Airlines, a small intrastate carrier, has just completed its first year of operations in June 1972 and management is debating what advertising and promotional strategy to adopt for the future. Southwest has successfully broken into a market dominated by two... View Details

Keywords: Marketing Strategy; Air Transportation; Air Transportation Industry; United States

05 Jul 2018
Working Paper Summaries

Buying the Verdict

Keywords: by Lauren H. Cohen and Umit G. Gurun

28 Aug 2020
Video

Peter Vundla

Peter Vundla, who co-founded the first Black-owned advertising agency HerdBuoys in South Africa in 1991, explains how advertising was entirely controlled by white people in apartheid South Africa, who defined how Black people were presented in the media, and how he... View Details

26 Jun 2020
Video

Peter Vundla

Peter Vundla, who co-founded the first Black-owned advertising agency in South Africa, describes how while working in advertising during the last years of the apartheid regime, he sought to educate White people... View Details

31 Jan 2005
Research & Ideas

Rethinking Marketing’s Conventional Wisdom

HBS associate professor Youngme Moon teaches the MBA elective Consumer Marketing and several Executive Education marketing courses. With her research and course development work focusing on innovative consumer-marketing strategies, she is the author of numerous cases... View Details

Keywords: by Garry Emmons; Service

December 2009
Article

How to Combat Online Ad Fraud

By: Benjamin Edelman

Online advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their perpetrators. View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Ethics; Marketing; Behavior

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May 2023 (Revised January 2024)
Case

Quigley-Simpson & Heppelwhite: The Ad Agency Model in the Age of AI

By: David C. Edelman and James Barnett

In October 2022, Quigley-Simpson & Heppelwhite CEO Carl Fremont considers how the advertising agency will integrate artificial intelligence tools into the business. View Details

Keywords: Marketing; Strategy; Advertising Industry; United States