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  • All HBS Web  (1,932)
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  • All HBS Web  (1,932)
    • News  (346)
    • Research  (1,274)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)
← Page 3 of 1,932 Results →
  • 1980
  • Chapter

Advertising and Public Relations

By: R. S. Tedlow
Keywords: Advertising; Advertising Industry; Advertising Industry
Citation
Related
Tedlow, R. S. "Advertising and Public Relations." In Encyclopedia of American Economic History, edited by G. Porter, 677–695. New York: Charles Scribner's Sons, 1980.
  • 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
Citation
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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.)
  • 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
  • February 1987
  • Case

PBS National Advertising Plan

By: Stephen A. Greyser
Keywords: Advertising; Media; Media and Broadcasting Industry
Citation
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Related
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
  • 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
  • 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
Citation
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Edelman, Benjamin. "Towards a Bill of Rights for Online Advertisers." Advertising Week (September 21, 2009).
  • 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
Citation
Related
Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
  • November 1979
  • Article

Hospitals, Consumers and Advertising

By: J. A. Quelch
Citation
Related
Quelch, J. A. "Hospitals, Consumers and Advertising." Journal of the Canadian Hospital Association 56, no. 11 (November 1979): 33–36. (Reprint.)
  • 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
  • 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.
  • 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
  • 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
Citation
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Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
  • 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
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Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
  • 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
Citation
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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.)
  • July 1993
  • Supplement

Advertising Council: Corporate Strategy

By: V. Kasturi Rangan
Keywords: Advertising; Corporate Strategy; Advertising Industry
Citation
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Related
Rangan, V. Kasturi. "Advertising Council: Corporate Strategy." Harvard Business School Video Supplement 593-513, July 1993.
  • 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
Citation
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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.
  • 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
  • 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
Citation
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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.
  • August 1980
  • Article

Hospitals, Consumers and Advertising

By: J. A. Quelch
Citation
Related
Quelch, J. A. "Hospitals, Consumers and Advertising." Texas Hospitals 36, no. 3 (August 1980): 22–27. (Reprint.)
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