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Publications

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  • All HBS Web  (1,933)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (855)

Show Results For

  • All HBS Web  (1,933)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (855)
← Page 3 of 1,933 Results →
  • 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
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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
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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.)
  • November 1979
  • Article

Hospitals, Consumers and Advertising

By: J. A. Quelch
Citation
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Quelch, J. A. "Hospitals, Consumers and Advertising." Journal of the Canadian Hospital Association 56, no. 11 (November 1979): 33–36. (Reprint.)
  • 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
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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
Keywords: by Michael Blanding; Advertising
  • 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
  • July 1993
  • Supplement

Advertising Council: Corporate Strategy

By: V. Kasturi Rangan
Keywords: Advertising; Corporate Strategy; Advertising Industry
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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
Keywords: Strategy; Advertising; Sales; Advertising Industry
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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

Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising
  • 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
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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

By: Stephen A. Greyser
Keywords: Advertising; Media; Media and Broadcasting Industry
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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
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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
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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

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Farris, Paul W. "Note on Advertising Budgeting." Harvard Business School Background Note 579-085, October 1978. (Revised March 1987.)
  • April 1979
  • Article

Hospitals, Consumers and Advertising

By: J. Quelch
Citation
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Quelch, J. "Hospitals, Consumers and Advertising." Administrative Briefs of the American College of Hospital Administrators (April 1979): 1–6.
  • 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
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
  • 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
Keywords: Advertising; Consumer Products Industry
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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
Keywords: Advertising; Consumer Products Industry
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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
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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.
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