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  • All HBS Web  (1,931)
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    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
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  • All HBS Web  (1,931)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)
← Page 26 of 1,931 Results →
  • 13 Aug 2015
  • Working Paper Summaries

Selling to a Moving Target: Dynamic Marketing Effects in U.S. Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang
  • 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
  • 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.)
  • 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.)

    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
    • 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.
    • March 2012 (Revised July 2018)
    • Case

    V-Cola: General Instructions

    By: Ian Larkin and Hal Movius
    V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product. Each of the six parties has different incentives and information, which leads to a complex, realistic simulation... View Details
    Keywords: Negotiation Process; Contracts; Information; Motivation and Incentives; Advertising Industry; Advertising Industry
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    Larkin, Ian, and Hal Movius. "V-Cola: General Instructions." Harvard Business School Case 912-043, March 2012. (Revised July 2018.)
    • 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.)
    • 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).
    • 18 Oct 2013
    • News

    Google Climbs to Record High as Mobile Ads Dominate

    • 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
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    Albion, Mark S. "Suave." Harvard Business School Case 585-019, August 1984. (Revised October 1994.)
    • 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

    • 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.
    • 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
    • February 2009 (Revised September 2011)
    • Case

    Big Spaceship: Ready to Go Big?

    By: Boris Groysberg and Michael Slind
    Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer... View Details
    Keywords: Entrepreneurship; Innovation and Management; Human Capital; Growth and Development Strategy; Marketing; Organizational Culture; Organizational Design; Groups and Teams; Competitive Strategy; Value Creation
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    Groysberg, Boris, and Michael Slind. "Big Spaceship: Ready to Go Big?" Harvard Business School Case 409-047, February 2009. (Revised September 2011.)
    • Article

    Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

    By: John A. Deighton
    The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google... View Details
    Keywords: Data Science; Digital Marketing; Marketing; Internet and the Web; Analytics and Data Science; Disruption
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    Deighton, John A. "Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies." Journal of Advertising Research 57, no. 4 (December 2017): 357–361.
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