Publications

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

17 Jun 2011
News

Google Admeld Deal to Get Justice Review as FTC Builds Probe

28 May 2019
News

Physician Burnout Costs the U.S. Billions of Dollars Each Year

2006
Article

Measuring the Effect of Multimarket Contact on Competition: Evidence from Mergers Following Radio Broadcast Ownership Deregulation

By: Joel Waldfogel and Julie Wulf

This paper examines the effects of multimarket contact on advertising prices in the U.S. radio broadcasting industry. While it is in general difficult to measure the effect of multimarket contact on competition, the 1996 Telecommunications Act substantially relaxed... View Details

Keywords: Marketing Communications; Markets; Geographic Location; Advertising; Ownership; Price; Telecommunications Industry; Media and Broadcasting Industry; United States

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07 Jun 2010
Research & Ideas

Improving Brand Recognition in TV Ads

Advertisers pay millions of dollars to air TV ads that, by some estimates, more than a third of viewers skip over with digital VCRs or by switching channels or tuning out altogether. New research by HBS professor Thales S. Teixeira offers... View Details

Keywords: by Julia Hanna; Media & Broadcasting; Entertainment & Recreation

18 Oct 2013
News

Google Climbs to Record High as Mobile Ads Dominate

24 Mar 2011
News

Brands matter - but so do ads-Chrystia Freeland

February 2000 (Revised August 2000)
Case

Priceline.com: Name Your Own Price

By: Robert J. Dolan

Priceline.com is a new concept shifting the setting of price from sellers to buyers. The company aspires to use its patented process of advertising units of demand at named prices to suppliers in many categories. This case focuses on its initial use in the airline... View Details

Keywords: Price; Internet and the Web; Marketing; Emerging Markets; Consumer Products Industry; Travel Industry; United States

September 1990 (Revised November 1994)
Case

Kao Corp.

By: John A. Quelch

As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion... View Details

Keywords: Competition; Marketing Strategy; Industry Growth; Product Launch; Brands and Branding; Consumer Products Industry; Japan

26 Nov 2012
News

Cyber Monday Likely to Be Biggest Online Shopping Day in U.S. History

06 Jan 2011
News

Ego goes solo

September 2006 (Revised January 2007)
Background Note

Where to Get Your News and Information: The Digital Disruption

By: Stephen P. Bradley and Nancy Bartlett

What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details

Keywords: News; Media; Emerging Markets; Internet and the Web; Disruption; Perspective; Advertising; Journalism and News Industry

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October 1981 (Revised June 1985)
Case

Vicks Health Care Division: Project Scorpio (B1)

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well... View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

News

What It Takes to Lead a Disease Research Foundation

04 Feb 2020
Video

Ranjan Kapur

Ranjan Kapur, the India country manager of the WPP advertising agency, describes his human resources philosophy: empowering employees (which he describes as "letting the tiger out of the cage"), using... View Details

29 Aug 2011
News

Google gets a wake-up call on questionable ads

March 2013
Article

Advertising's New Medium: Human Experience

By: Jeffrey F. Rayport

Standard ad messaging and conventional creative executions and placements are rapidly becoming outmoded. To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them. Rather than... View Details

Keywords: Customers; Advertising

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28 Aug 2010
News

Why we're all marketers now

August 1984 (Revised October 1994)
Case

Suave

By: Mark S. Albion

Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details

Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry