Publications

June 2020
Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull

In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details

Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States

Web

Bibliography - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Bibliography Site Credits Dwight, Frederick.... View Details

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, View Details

Keywords: by Peter K. Jacobs

Web

Gallery - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 National Markets Advertising... View Details

Web

National Markets - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: National Markets National Markets Advertising Products Trade Catalogs... View Details

Web

Research Links - The Art of American Advertising

Advertising Ephemera Collection , Baker Library holds more than 8,000 trade cards, over 1,100 of which are available in digital form, representing the full range of products and businesses View Details

2013
Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details

Keywords: Internet and the Web; Digital Marketing

02 Apr 2015
Research & Ideas

Digital Initiative Summit: Companies Must Forget—and Borrow

As companies ride the digital wave, many find that switching up old, tired practices and deviating from the norm can be crucial to survival. But sometimes things can be taken too far. During the Digital... View Details

Keywords: by Dina Gerdeman; Advertising; Advertising

Web

Scrapbooks & Collectibles- The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Scrapbooks & Collectibles National Markets Advertising Products Trade... View Details

April 2010 (Revised June 2011)
Background Note

Television Competes for a Digital Audience

By: Stephen P. Bradley and Nancy Bartlett

In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online... View Details

Keywords: Television Entertainment; Marketing Strategy; Media and Broadcasting Industry

September 2006 (Revised January 2007)
Background Note

Where to Get Your News and Information: The Digital Disruption

By: Stephen P. Bradley and Nancy Bartlett

What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details

Keywords: News; Media; Emerging Markets; Internet and the Web; Disruption; Perspective; Advertising; Journalism and News Industry

Find at Harvard

July 2000 (Revised September 2005)
Case

Madison Avenue: Digital Media Services (A)

Introduces a "new-economy" company, Madison Avenue, facing challenges of mega-success. In the two years since its founding, the company's revenues have grown from zero to nearly $30 million, head count has swollen from the start-up handful to more than 200, and the... View Details

Keywords: Organizational Change and Adaptation; Organizational Design; Online Advertising; Advertising Industry

September 2016
Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details

Keywords: Internet and the Web; Digital Marketing

Find at Harvard

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

the researchers recently wrote in a GfK Marketing Intelligence Review article called "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." In the last decade, marketers have used digital media in different ways. First, many... View Details

Keywords: by Dina Gerdeman; Advertising

February 2009 (Revised March 2009)
Case

Publicis Groupe 2009: Toward a Digital Transformation

By: Rosabeth M. Kanter and Matthew Bird

After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the... View Details

Keywords: Mergers and Acquisitions; Transformation; Financial Crisis; Globalized Firms and Management; Leading Change; Organizational Change and Adaptation; Expansion; Information Technology; Advertising Industry; Advertising Industry