Publications

Read Now

December 2007 (Revised July 2008)
Case

MINI USA: Finding a New Advertising Agency (A)

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details

Keywords: Strategy; Advertising; Sales; Advertising Industry

June 1996
Case

Siemens Corporation (B): Corporate Advertising for 1996

By: Stephen A. Greyser and Norman Klein

Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry

03 Feb 2014
Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence, sellers are able to place... View Details

Keywords: by Kim Girard; Advertising; Advertising

12 Aug 2008
Op-Ed

Google-Yahoo Ad Deal is Bad for Online Advertising

A proposed advertising deal between Internet competitors Google and Yahoo would reduce competitiveness in the Internet advertising market, likely resulting in higher View Details

Keywords: by Benjamin G. Edelman; Advertising; Advertising

February 1987
Case

PBS National Advertising Plan

By: Stephen A. Greyser

Keywords: Advertising; Media; Media and Broadcasting Industry

21 May 2008
Research & Ideas

Going Negative in Political Advertising

withstand the barrage. And, with no prospect of another debate to score points, and with Obama trying to stay positive and clinging to the moral high ground by staying positive, the underdog Clinton campaign will remain relentless in its View Details

Keywords: by John Quelch

Article

Towards a Bill of Rights for Online Advertisers

By: Benjamin Edelman

Online advertising presents remarkable efficiencies—better targeting, improved measurement and greater return on investment. Yet there are challenges, particularly when networks of intermediaries place ads through convoluted relationships, and all the more so when... View Details

Keywords: Online Advertising; Rights; Measurement and Metrics; Investment Return; Negotiation; Networks; Problems and Challenges; Performance Efficiency; Law; Advertising Industry

Read Now

2008
Working Paper

The Internalization of Advertising Services: An Inter-Industry Analysis

By: Sharon Horsky, Steven C. Michael and Alvin J. Silk

The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of... View Details

Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States

Read Now

May 1986
Supplement

Gillette Co.: Dry Idea Advertising (B), Video Introduction

Provides an overview of the two-part video: 1) bake-off participant interviews with managers from Gillette and its advertising agency for Dry Idea, and 2) creative presentations by the two bake-off competitors. View Details

Keywords: Advertising; Consumer Products Industry

Fast Answer

Advertising expenditures & budgets

How can I find the advertising expenditures & budgets of a particular company, industry or country? Advertising Expenditure Forecasts
View Details

July 1994
Article

Retail Pricing and Advertising Strategies

By: R. Lal and C. Matutes

Keywords: Price; Strategy; Advertising

July 1993
Supplement

Advertising Council: Corporate Strategy

By: V. Kasturi Rangan

Keywords: Advertising; Corporate Strategy; Advertising Industry

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details

Keywords: by Susan Young

December 1992 (Revised June 1996)
Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details

Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States

January 2014 (Revised June 2014)
Case

Dumb Ways To Die: Advertising Train Safety (A)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Viral Marketing; Advertising; Marketing Communications; Social Marketing; Digital Marketing; Advertising Industry; Advertising Industry; Advertising Industry; Oceania; Europe