Campaigns - Publications - Faculty & Research

30 Mar 2018
What Do You Think?

What Should Mark Zuckerberg Do?

giving it more independent leadership, (2) provide more “community training” on the use of user data, (3) “invest in reducing fake articles,” (4) publish a quarterly “report to Congress” regarding “detailed privacy issues/actions”, and (5) “Start a large scale subtle... View Details

Keywords: by James Heskett; Web Services; Information Technology

20 Feb 2017
Research & Ideas

Having No Life is the New Aspirational Lifestyle

costs Bill Gates $300 a second. What is your time worth?" And an ad campaign for The Wall Street Journal features celebrities including Tory Burch and Will.i.am reading the paper with the tagline, “People who don’t have time make... View Details

Keywords: by Michael Blanding

18 Nov 2002
Research & Ideas

Where Morals and Profits Meet: The Corporate Value Shift

The overseas payments scandal was another contributor to the malaise. More than 400 major U.S. companies had admitted to making illegal campaign contributions and bribing public officials to win business overseas. Given the field's... View Details

Keywords: by Carla Tishler

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

say to them? Rangan, head of the HBS faculty marketing unit, has been wrestling with the limits of social marketing for a decade. McCaffrey was so impressed by a talk Rangan gave several years ago on "marketing to the poorest customers" that he View Details

Keywords: by Martha Lagace

September 2011 (Revised December 2012)
Case

Pepsi-Lipton Brisk

By: Thales S. Teixeira and Alison Caverly

This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... View Details

Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry

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06 May 2021
HBS Case

How Four Women Made Miami More Equitable for Startups

company and social impact accelerator adept at organizing campaigns through social media. “I chose these founders for their differences from one another,” Kanter says. “But then I saw how many similarities there were in their struggles... View Details

Keywords: by Carolyn DiPaolo

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

Pike Place Roast, which emphasizes the brand's humble Seattle coffee culture beginnings. Adidas's "Impossible Is Nothing" campaign emphasized the underdog stories of famous athletes. Q: How did you notice this trend? How did you... View Details

Keywords: by Martha Lagace

30 Jan 2020
Research & Ideas

The Upside of Highlighting a Product's Downsides

wait for care. Patagonia lists the suppliers for each item on its website, while Southwest Airlines’ “transfarency” campaign pledges to save customers from hidden fees. After all, customers are already turning to Google searches and... View Details

Keywords: by Danielle Kost

06 Aug 2019
Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

expand your ROI on the investment. Kenny: Which, obviously, continues to drive the cost up. So, now we're not just talking about advertising. We're talking about the incremental expense of building a social media campaign around this.... View Details

Keywords: Advertising; Sports; Entertainment & Recreation; Media & Broadcasting

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

M&M’s, Spicy Street Taco Dorito chips, and even a set list for the band Metallica. The practice is appealing to companies for several reasons, Norton says. For one, internet-based polls generate near-instant results. “Before, firms had to conduct these View Details

Keywords: by Michael Blanding; Advertising

26 Mar 2012
Research & Ideas

What Neuroscience Tells Us About Consumer Desire

with an ad campaign called "The Orange Underground," featuring a series of 30-second TV spots in which the Cheetos mascot, Chester Cheetah, encourages consumers to commit subversive acts with Cheetos. (In one commercial, an... View Details

Keywords: by Carmen Nobel; Consumer Products

28 Jan 2015
Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

October working paper The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections, was cowritten with HBS doctoral student Lingling Zhang. Chung and Zhang pored over 18,650 observations on voting outcomes and View Details

Keywords: by Dina Gerdeman

February 1974
Case

Listerine Lozenges

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Pharmaceutical Industry

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April 1989
Case

New England Brown Egg Council Takes on Salmonella

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Perception; Agriculture and Agribusiness Industry; New England

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September 1993 (Revised November 1993)
Supplement

Partnership for a Drug-Free America (B)

By: V. Kasturi Rangan, Diana Chapman Walsh, Barbara Moeykens and Rima E. Rudd

Keywords: Health Disorders; Advertising Campaigns

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December 1992
Case

Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion

By: Ray A. Goldberg

Keywords: Restructuring; Advertising Campaigns; Food and Beverage Industry; Europe

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November 1992 (Revised June 1994)
Case

Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

By: V. Kasturi Rangan and Jayne D. Kramer

Keywords: Advertising Campaigns; Advertising; Strategy

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12 Nov 2008
Research & Ideas

The Marketing of a President

Marketing of a President. Barack Obama's campaign is a case study in marketing excellence. True, it was always going to be a Democratic year. An unpopular war, an incumbent Republican president with rock bottom approval ratings, and many... View Details

Keywords: by John Quelch

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

with their predicament. They consult their friends and neighbors more than ever. Advertising that captures these mood shifts is more effective. Thus, in Kansas, billboards use the first person to proclaim "I trust Intrust." Charles Schwab's two-year-old... View Details

Keywords: by John Quelch; Banking; Financial Services

January 2003
Case

Mountain Dew: Selecting New Creative

The key role of selecting creative in brand communications, the problems with building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the senior management skills needed to interpret ads are highlighted. View Details

Keywords: Advertising Campaigns; Culture; Brands and Branding

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