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  • All HBS Web  (1,979)
    • News  (346)
    • Research  (1,267)
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  • 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
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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.)
  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could respond with targeted advertising... View Details
Keywords: by Julia Hanna; Advertising; Advertising
  • March 1990 (Revised March 1993)
  • Case

Signalling Quality Through Advertising

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Brandenburger, Adam M., and Vijay Krishna. "Signalling Quality Through Advertising." Harvard Business School Case 190-147, March 1990. (Revised March 1993.)
  • August 1980
  • Article

Hospitals, Consumers and Advertising

By: J. A. Quelch
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Quelch, J. A. "Hospitals, Consumers and Advertising." Texas Hospitals 36, no. 3 (August 1980): 22–27. (Reprint.)
  • July/August 1979
  • Article

Hospitals, Consumers and Advertising

By: J. A. Quelch
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Quelch, J. A. "Hospitals, Consumers and Advertising." Hospital Trustee 3, no. 4 (July/August 1979): 21–23. (Reprint.)
  • 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
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Quelch, J. "Hospitals, Consumers and Advertising." Administrative Briefs of the American College of Hospital Administrators (April 1979): 1–6.
  • June 1993 (Revised July 1999)
  • Supplement

The Advertising Council: Earth Share Campaign

By: V. Kasturi Rangan
Keywords: Advertising Campaigns
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Rangan, V. Kasturi. "The Advertising Council: Earth Share Campaign." Harvard Business School Video Supplement 593-516, June 1993. (Revised July 1999.)
  • 08 Feb 2013
  • Working Paper Summaries

The Dynamic Advertising Effect of Collegiate Athletics

Keywords: by Doug J. Chung; Sports
  • 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.
  • December 2007 (Revised July 2008)
  • Supplement

MINI USA: Finding a New Advertising Agency (B)

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: Advertising; Acquisition; Service Operations; Sales; Strategy; Advertising Industry
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Godes, David B. "MINI USA: Finding a New Advertising Agency (B)." Harvard Business School Supplement 508-042, December 2007. (Revised July 2008.)
  • February 1980 (Revised October 1984)
  • Case

Mobil Oil and Advocacy Advertising

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Raymond, Thomas J., and Judith B. Esterquest. "Mobil Oil and Advocacy Advertising." Harvard Business School Case 380-149, February 1980. (Revised October 1984.)
  • December 1977 (Revised June 1978)
  • Case

Boston Globe: Advertising the Krugerrand

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Cady, John F. "Boston Globe: Advertising the Krugerrand." Harvard Business School Case 578-111, December 1977. (Revised June 1978.)
  • February 2024
  • Article

Pricing Power in Advertising Markets: Theory and Evidence

By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize, extend, and test this prediction. We find that television outlets whose viewers watch more... View Details
Keywords: Television Entertainment; Advertising; Residency; Social Media; Price; Media; Age
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Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." American Economic Review 114, no. 2 (February 2024): 500–533.
  • May 1986
  • Supplement

Gillette Co.: Dry Idea Advertising (A), Video

Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended... View Details
Keywords: Advertising; Consumer Products Industry
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video." Harvard Business School Video Supplement 886-511, May 1986.
  • November 1992 (Revised March 1997)
  • Case

The Advertising Council: Corporate Strategy

By: V. Kasturi Rangan and Jayne D. Kramer
Keywords: Corporate Strategy; Advertising; Advertising Industry
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Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council: Corporate Strategy." Harvard Business School Case 593-059, November 1992. (Revised March 1997.)
  • Article

Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services

By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Keywords: Operations; Advertising; Advertising Industry
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Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
  • February 2012 (Revised March 2014)
  • Case

Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
Keywords: Food; Advertising; Ethics; Food and Beverage Industry
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Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
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