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- Faculty Publications (60)
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- All HBS Web (316)
- Faculty Publications (60)
- 23 Jun 2021
- News
What Makes TikTok Video Ads Tick?
- May 2022
- Supplement
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
- 10 Dec 2013
- Working Paper Summaries
Information and Incentives in Online Affiliate Marketing
- 24 Mar 2011
- News
Brands matter - but so do ads-Chrystia Freeland
- 16 Aug 2006
- Research & Ideas
Is MySpace.com Your Space?
members who are young, plugged in, and likely influencers in their peer groups. But do advertisers buying space on these sites face danger from the backlash of negative publicity? A: It poses dangers to... View Details
- 22 Aug 2012
- Research & Ideas
Advertising: It’s Not ‘Mad Men’ Anymore
Fans of the television show Mad Men are well acquainted with the mystique of the advertising business, circa 1960s, where relationships were consummated over martinis and campaigns fashioned through the wizardry of creative director Don... View Details
- 28 Oct 2015
- Research & Ideas
A Dedication to Creation: India's Ad Man Ranjan Kapur
in the advertising business. It worked for everyone. We all acquired a slight accent at that time.” A: India got its independence in 1947, and even in the 1960s the country was still very heavily influenced... View Details
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details
Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry
Israeli, Ayelet. "Online MAP Enforcement: Evidence from a Quasi-Experiment." Marketing Science 37, no. 5 (September–October 2018): 710–732.
- March 2021
- Case
Sky Deutschland - Bidding for Sports Rights (A)
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany
Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (A)." Harvard Business School Case 721-440, March 2021.
- Article
Coarse Thinking and Persuasion
By: Sendhil Mullainathan, Joshua Schwartzstein and Andrei Shleifer
We present a model of uninformative persuasion in which individuals "think coarsely": they group situations into categories and apply the same model of inference to all situations within a category. Coarse thinking exhibits two features that persuaders take advantage... View Details
Mullainathan, Sendhil, Joshua Schwartzstein, and Andrei Shleifer. "Coarse Thinking and Persuasion." Quarterly Journal of Economics 123, no. 2 (May 2008): 577–619.
- March 2021
- Supplement
Sky Deutschland Analysis: Results
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
- 21 Jan 2014
- First Look
First Look: January 21
mechanism that amplifies interest rate volatility. I find strong support for these predictions in the time series of U.S. government bond returns. Publisher's link: http://www.people.hbs.edu/shanson/MBS_Paper_20140104.pdf Working Papers Separating Homophily and Peer... View Details
Keywords: Sean Silverthorne
- March 2021
- Supplement
Sky Deutschland - Bidding for Sports Rights (B)
By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Sports Industry; Media and Broadcasting Industry; Germany
Oberholzer-Gee, Felix, Sascha L. Schmidt, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (B)." Harvard Business School Supplement 721-441, March 2021.
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
Therefore, the advertising-based business model has had only limited success on social networking sites. If the purpose of advertising is to influence consumers' purchases, our research shows that there is... View Details
- 04 Aug 2020
- Cold Call Podcast
Glossier Built a Cult-Brand and a Digital Community, but What’s Next?
The Power of Experiments: Decision Making in a Data-Driven World
In this book, Michael Luca and Max Bazerman explain the importance of experiments for decision making in a data-driven world. Luca and Bazerman describe the central role experiments play in the tech sector, drawing lessons and best practices from the experiences of... View Details
- 05 Jun 2019
- Blog Post
Exploring the Beauty Industry through an Independent Project
In seeking information on beauty products prior to purchase over the last year, 67% of respondents consulted social media influencers and 59% consulted third-party product reviews. However, company View Details
- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
- 30 Nov 2010
- Working Paper Summaries