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Show Results For
- All HBS Web
(1,918)
- News (342)
- Research (1,267)
- Events (9)
- Multimedia (26)
- Faculty Publications (849)
- 06 Jan 2011
- News
Ego goes solo
- 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
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.
- April 2010 (Revised June 2011)
- Background Note
Television Competes for a Digital Audience
By: Stephen P. Bradley and Nancy Bartlett
In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online... View Details
Bradley, Stephen P., and Nancy Bartlett. "Television Competes for a Digital Audience." Harvard Business School Background Note 710-476, April 2010. (Revised June 2011.)
- June 2003 (Revised May 2004)
- Exercise
The Pacific Sentinel: Role for Alex Martinez
By: Kathleen L. McGinn and Dina R. Pradel
A new publishing company has just purchased the Pacific Sentinel, a fictional West Coast newspaper. The new publisher is willing to invest $1 million in the future success of the paper and has asked the executive editor and advertising manager to develop a joint plan... View Details
McGinn, Kathleen L., and Dina R. Pradel. "The Pacific Sentinel: Role for Alex Martinez." Harvard Business School Exercise 903-136, June 2003. (Revised May 2004.)
- 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
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.)
- October 1976 (Revised April 1983)
- Case
Federal Express (A)
Federal Express is a small-package airline operating throughout the United States. After initial heavy losses it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak", an overnight... View Details
Keywords: Advertising; Product Marketing; Sales; Air Transportation Industry; Service Industry; United States
Lovelock, Christopher H. "Federal Express (A)." Harvard Business School Case 577-042, October 1976. (Revised April 1983.)
- 14 Jan 2010
- Working Paper Summaries
Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions
Keywords: by Benjamin G. Edelman & Michael Schwarz
- 23 Jun 2021
- News
What Makes TikTok Video Ads Tick?
- 06 Aug 2019
- News
Super Bowl Ads Sell Products, but Do They Sell Brands?
- June 2003 (Revised September 2004)
- Exercise
The Pacific Sentinel: Role for Chris Coleman
By: Kathleen L. McGinn and Dina R. Pradel
A new publishing company has just purchased the Pacific Sentinel, a fictional West Coast newspaper. The new publisher is willing to invest $1 million in the future success of the paper and has asked the executive editor and advertising manager to develop a joint plan... View Details
McGinn, Kathleen L., and Dina R. Pradel. "The Pacific Sentinel: Role for Chris Coleman." Harvard Business School Exercise 903-133, June 2003. (Revised September 2004.)
- 30 Dec 2014
- News
The Future Of Air Travel Is 'Hell On Wings'
- 13 Jan 2017
- News
Not Just A Crock: The Viral Word-Of-Mouth Success Of Instant Pot
- 23 Aug 2011
- First Look
First Look: August 23
http://www.amacad.org/publications/Challenges.aspx Advertising, the Matchmaker Authors:Bharat N. Anand and Ron Shachar Publication:RAND Journal of Economics 42, no. 2 (summer 2011) Abstract We empirically study the informational role of View Details
Keywords: Sean Silverthorne
- 03 Apr 2022
- News
I Quit? The Real Story Behind the ‘Great Resignation’
- March 2012
- Article
The New Science of Viral Ads
By: Thales Teixeira
It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details
Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment
Teixeira, Thales. "The New Science of Viral Ads." Harvard Business Review 90, no. 3 (March 2012): 25–27.
- 10 Mar 2009
- News
Why CMOs Are Gaining Ground in the Recession
- June 2018 (Revised June 2018)
- Case
Facebook Confronts a Crisis of Trust
By: William W. George and Amram Migdal
The case, “Facebook Confronts a Crisis of Trust,” starts with the crisis Facebook founder and CEO Mark Zuckerberg is facing in March 2018 over Cambridge Analytica’s accessing data from 87 million Facebook accounts in order to influence the 2016 U.S. Presidential... View Details
Keywords: Facebook; Data Privacy; Data Manipulation; Data Science; Political Campaigns; Political Influence; Voter Mobilization; Voters' Interests; Election Outcomes; Elections; Cambridge Analytica; Mark Zuckerberg; Sheryl Sandberg; Voting; Decision Making; Demographics; Ethics; Geopolitical Units; Government and Politics; Government Legislation; National Security; Political Elections; Information Management; Leadership; Leadership Style; Crisis Management; Social Psychology; Personal Characteristics; Power and Influence; Society; Public Opinion; Technology Industry; United States; United Kingdom
George, William W., and Amram Migdal. "Facebook Confronts a Crisis of Trust." Harvard Business School Case 318-145, June 2018. (Revised June 2018.)
- 14 May 2013
- Blog Post
Exploring new opportunities at HBS
On our first official day here at HBS, I looked around at my classmates, all dressed in our finest business formal, and all I could think was, “Toto, we definitely aren’t at a tech startup anymore.” Before coming to HBS, I had spent the last 2.5 years as an analyst at... View Details
Keywords: Technology