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  • All HBS Web  (1,932)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)
← Page 26 of 1,932 Results →
  • 15 Dec 2010
  • News

Should sensitive events be used in ads?

  • 28 Aug 2020
  • Video

Peter Vundla

Peter Vundla, who co-founded the first Black-owned advertising agency HerdBuoys in South Africa in 1991, discusses how the business started by exploiting the fact that white-owned companies had no understanding of Black consumers and their languages, and by providing a... View Details
  • February 2012 (Revised January 2013)
  • Case

The New York Times Paywall

By: Vineet Kumar, Bharat Anand, Sunil Gupta and Felix Oberholzer-Gee
On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper... View Details
Keywords: Newspapers; Strategy; Journalism and News Industry; Publishing Industry
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Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.)
  • 29 Jan 2014
  • News

Super Bowl Ads for Multitaskers

  • October 2019 (Revised February 2023)
  • Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details
Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry
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Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
  • 26 Nov 2012
  • News

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

  • 06 Jan 2011
  • News

Ego goes solo

  • 29 Aug 2011
  • News

Google gets a wake-up call on questionable ads

  • News

What It Takes to Lead a Disease Research Foundation

  • 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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Rayport, Jeffrey F. "Advertising's New Medium: Human Experience." Harvard Business Review 91, no. 3 (March 2013): 76–84.

    Stephen A. Greyser

    Stephen A. Greyser is Richard P. Chapman Professor (Marketing/Communications) Emeritus, of the Harvard Business School, specializes in brand marketing, advertising, corporate communications, the business of sports, and nonprofit management.  A... View Details

    Keywords: sports
    • 24 Mar 2011
    • News

    Brands matter - but so do ads-Chrystia Freeland

    • 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.)
    • 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
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    Yip, George S., and Jeffrey R Williams. "Vicks Health Care Division: Project Scorpio (B1)." Harvard Business School Case 582-041, October 1981. (Revised June 1985.)
    • 18 Oct 2013
    • News

    Google Climbs to Record High as Mobile Ads Dominate

    • May 2012
    • Article

    To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

    By: Thales S. Teixeira, Michel Wedel and Rik Pieters
    Huge amounts of money are spent on TV advertising. In an environment of rising per-viewer rates for advertisers and increased skipping past ads by consumers, it is necessary for advertising managers to understand the determinants of commercial avoidance. In order to... View Details
    Keywords: Brands and Branding; Television Entertainment; Advertising; Decisions
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    Teixeira, Thales S., Michel Wedel, and Rik Pieters. "To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance." GfK Marketing Intelligence Review 4, no. 1 (May 2012): 14–23.
    • June 2023
    • Simulation

    Artea Dashboard and Targeting Policy Evaluation

    By: Ayelet Israeli and Eva Ascarza
    Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
    Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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    Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
    • 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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    Waldfogel, Joel, and Julie Wulf. "Measuring the Effect of Multimarket Contact on Competition: Evidence from Mergers Following Radio Broadcast Ownership Deregulation." Art. 17. Contributions B.E. Journal of Economic Analysis & Policy 5, no. 1 (2006).
    • July 2000 (Revised September 2005)
    • Case

    Madison Avenue: Digital Media Services (A)

    Introduces a "new-economy" company, Madison Avenue, facing challenges of mega-success. In the two years since its founding, the company's revenues have grown from zero to nearly $30 million, head count has swollen from the start-up handful to more than 200, and the... View Details
    Keywords: Organizational Change and Adaptation; Organizational Design; Online Advertising; Advertising Industry
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    Spear, Steven J., and Jeremy Dann. "Madison Avenue: Digital Media Services (A)." Harvard Business School Case 601-020, July 2000. (Revised September 2005.)
    • 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
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