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      • November 1997 (Revised December 1999)
      • Case

      Cinemex

      By: James L. Heskett
      The founders of Cinemex, the largest capitalized venture start-up in Mexican history, are debating several issues concerning the operations of their new chain of motion picture theatres in Mexico City. The first concerns whether some seats should be left unsold to... View Details
      Keywords: Business Startups; Service Operations; Debates; Venture Capital; Customer Satisfaction; Advertising; Investment; Theater Entertainment; Entertainment and Recreation Industry; Mexico City
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      Heskett, James L. "Cinemex." Harvard Business School Case 898-108, November 1997. (Revised December 1999.)
      • Article

      Long Term Impact of Promotion and Advertising on Consumer Brand Choice

      By: Carl Mela, Sunil Gupta and Donald R. Lehmann
      Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
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      Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association​.)
      • February 1997
      • Case

      Transportation Displays, Incorporated (D): Exiting from a Successful Restructuring

      By: Stuart C. Gilson, Vincent Hemmer, Eric Rahe, David Shorrock and Stephen Voorhis
      Following a successful corporate turnaround and, more recently, a leveraged recapitalization, management of a highly profitable, fast--growing outdoor advertising company must consider alternative ways to harvest cash flow from the company without jeopardizing the... View Details
      Keywords: Restructuring; Capital; Cash Flow; Profit; Taxation; Private Ownership
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      Gilson, Stuart C., Vincent Hemmer, Eric Rahe, David Shorrock, and Stephen Voorhis. "Transportation Displays, Incorporated (D): Exiting from a Successful Restructuring." Harvard Business School Case 297-085, February 1997.
      • January 1997 (Revised February 1997)
      • Case

      Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign

      By: David J. Arnold and Robert J. Dolan
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      Arnold, David J., and Robert J. Dolan. "Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign." Harvard Business School Case 597-069, January 1997. (Revised February 1997.)
      • October 1996 (Revised April 1997)
      • Case

      Tweeter etc.

      By: John T. Gourville and George Wu
      In the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic... View Details
      Keywords: Advertising; Customer Focus and Relationships; Price; Market Entry and Exit; Supply Chain Management; Competition; Electronics Industry; Retail Industry
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      Gourville, John T., and George Wu. "Tweeter etc." Harvard Business School Case 597-028, October 1996. (Revised April 1997.)
      • 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
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
      • spring 1996
      • Article

      The Effect of Manufacturer Advertising on Retail and Wholesale Margins

      By: R. Lal and C. Narasimhan
      Keywords: Advertising
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      Lal, R., and C. Narasimhan. "The Effect of Manufacturer Advertising on Retail and Wholesale Margins." Marketing Science (spring 1996).
      • February 1996
      • Teaching Note

      Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

      By: V. Kasturi Rangan
      Keywords: Environmental Sustainability; Advertising Campaigns; Advertising Industry
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      Rangan, V. Kasturi. "Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN." Harvard Business School Teaching Note 596-104, February 1996.
      • January 1996 (Revised January 1996)
      • Teaching Note

      Colonial Broadcasting Co. TN

      By: Arthur Schleifer Jr. and George Wu
      Teaching Note for (9-894-011). View Details
      Keywords: Contracts; Advertising; Television Entertainment; Entertainment and Recreation Industry; United States
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      Schleifer, Arthur, Jr., and George Wu. "Colonial Broadcasting Co. TN." Harvard Business School Teaching Note 896-040, January 1996. (Revised January 1996.)
      • 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
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      Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)
      • October 1995 (Revised December 1995)
      • Case

      Marketing the National Hockey League

      By: V. Kasturi Rangan and Marie Bell
      One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details
      Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry
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      Rangan, V. Kasturi, and Marie Bell. "Marketing the National Hockey League." Harvard Business School Case 596-059, October 1995. (Revised December 1995.)
      • July–August 1995
      • Article

      Seeing the Voice of the Customer: Metaphor-based Advertising Research

      By: Gerald Zaltman and R. Coulter
      Keywords: Customers; Advertising; Research
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      Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.
      • June 1995
      • Case

      Citibank Credit Card: Commercials from the Asian-Pacific Region India 1993 Videotape

      By: V. Kasturi Rangan
      Keywords: Credit; Advertising Campaigns; Banking Industry; Asia; Oceania; India
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      Rangan, V. Kasturi. "Citibank Credit Card: Commercials from the Asian-Pacific Region India 1993 Videotape." Harvard Business School Multimedia/Video Case 595-523, June 1995.
      • April 1995
      • Case

      USAir "Letters to Travelers" Campaign

      By: Stephen A. Greyser and Norman Klein
      Keywords: Advertising Campaigns; Air Transportation; Advertising Industry; Advertising Industry
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      Greyser, Stephen A., and Norman Klein. USAir "Letters to Travelers" Campaign. Harvard Business School Case 595-105, April 1995.
      • February 1995 (Revised November 1996)
      • Case

      MasterCard and World Championship Soccer

      By: John A. Quelch and Carin-Isabel Knoop
      The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
      Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States
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      Quelch, John A., and Carin-Isabel Knoop. "MasterCard and World Championship Soccer." Harvard Business School Case 595-040, February 1995. (Revised November 1996.)
      • February 1995
      • Teaching Note

      Catalina Marketing Corporation TN

      By: David E. Bell
      Teaching Note for (9-594-026). View Details
      Keywords: Advertising Industry
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      Bell, David E. "Catalina Marketing Corporation TN." Harvard Business School Teaching Note 595-093, February 1995.
      • 1995
      • Other Teaching and Training Material

      Intel: A Multimedia Exercise in Advertising Management

      By: J. Quelch
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      Quelch, J. "Intel: A Multimedia Exercise in Advertising Management." Harvard Business School Publishing, 1995. Electronic. (Winner of Silver CINDY (Cinema in Industry) Award presented by International Association of Audio Visual Communicators. revised 1997.)
      • December 1994
      • Case

      Intel's Pentium: When the Chips Are Down (A)

      By: Stephen A. Greyser and Norman Klein
      Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details
      Keywords: Advertising; Engineering; Crisis Management; Brands and Branding; Production; Failure; Semiconductor Industry
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      Greyser, Stephen A., and Norman Klein. "Intel's Pentium: When the Chips Are Down (A)." Harvard Business School Case 595-058, December 1994.
      • November 1994 (Revised August 1997)
      • Case

      TV Guide (A)

      By: Jeffrey F. Rayport
      TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects... View Details
      Keywords: Journals and Magazines; Customers; Marketing Strategy; Advertising; Publishing Industry; United States
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      Rayport, Jeffrey F., and Steven M. Salzinger. "TV Guide (A)." Harvard Business School Case 395-031, November 1994. (Revised August 1997.)
      • September 1994
      • Case

      Benetton: The "United Colors" Communications Campaigns

      By: James L. Heskett, Stephen A. Greyser and Norman Klein
      Keywords: Advertising Campaigns; Apparel and Accessories Industry
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      Heskett, James L., Stephen A. Greyser, and Norman Klein. Benetton: The "United Colors" Communications Campaigns. Harvard Business School Case 595-032, September 1994.
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