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Show Results For
- All HBS Web
(1,927)
- News (346)
- Research (1,271)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
- 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.)
- February 1987
- Case
PBS National Advertising Plan
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
- 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
- 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).
- 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.
- 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.
- 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
- 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.)
- July 1993
- Supplement
Advertising Council: Corporate Strategy
Rangan, V. Kasturi. "Advertising Council: Corporate Strategy." Harvard Business School Video Supplement 593-513, July 1993.
- 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.
- 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
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
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
- 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.)