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Show Results For
- All HBS Web
(1,933)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (855)
- Research Summary
Advertising and the Economics of Attention
Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he... View Details
- 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
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- October 2006 (Revised February 2007)
- Background Note
How Media Choices are Changing Online Advertising
By: Stephen P. Bradley and Nancy Bartlett
What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. View Details
Keywords: Digital Marketing; News; Media; Emerging Markets; Internet and the Web; Perspective; Disruption; Journalism and News Industry
Bradley, Stephen P., and Nancy Bartlett. "How Media Choices are Changing Online Advertising." Harvard Business School Background Note 707-458, October 2006. (Revised February 2007.)
- June 2010
- Article
The Pathologies of Online Display Advertising Marketplaces
By: Benjamin Edelman
Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a... View Details
Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites
Edelman, Benjamin. "The Pathologies of Online Display Advertising Marketplaces." Art. 2. ACM SIGecom Exchanges (June 2010).
- 15 Apr 2013
- Research & Ideas
Solving the Search vs. Display Advertising Quandary
The dirty little secret of advertising agencies is that much of their work is pure guesswork. Companies spread out their advertising budgets across channels—a little bit of TV, some print media, a few... View Details
- 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
- July 1993
- Supplement
Advertising Council: Corporate Strategy
Rangan, V. Kasturi. "Advertising Council: Corporate Strategy." Harvard Business School Video Supplement 593-513, July 1993.
- 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
Godes, David B. "MINI USA: Finding a New Advertising Agency (A)." Harvard Business School Case 508-041, December 2007. (Revised July 2008.)
- 18 Sep 2008
- Working Paper Summaries
The Internalization of Advertising Services: An Inter-Industry Analysis
- 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
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
- February 1987
- Case
PBS National Advertising Plan
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
- 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
Edelman, Benjamin. "Towards a Bill of Rights for Online Advertisers." Advertising Week (September 21, 2009).
- August 2008
- Supplement
Lenovo 2006-2008 Advertising Clips
By: John A. Quelch
Quelch, John A. "Lenovo 2006-2008 Advertising Clips." Harvard Business School Video Supplement 509-717, August 2008.
- October 1978 (Revised March 1987)
- Background Note
Note on Advertising Budgeting
Farris, Paul W. "Note on Advertising Budgeting." Harvard Business School Background Note 579-085, October 1978. (Revised March 1987.)
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment (Solution)
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (B), Video
Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video." Harvard Business School Video Supplement 886-512, May 1986.
- 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
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video Introduction." Harvard Business School Supplement 586-146, May 1986.
- 2012
- Article
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising Agency; Competitors; Marketing Services Industry; Structural Changes; Agency-client Relationships; Hybrid Conflict Policies; Safeguards; Advertising; Advertising Industry; Europe; Latin America; North and Central America
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.