Publications

Fast Answer

Advertising agencies: lists and rankings

national and international advertising agencies and public relations firms. Includes indexes by agency name, type, personnel, and location. View Details

01 Dec 2010
News

The Father of Modern Advertising

discussed — to a president, Warren G. Harding. The Man Who Sold America (Harvard Business Review Press) by Jeffrey L. Cruikshank (PMD 51, 1986) and Arthur W. Schultz, goes a long way to reintroducing Lasker as an industry trailblazer. “Before he arrived on the scene,... View Details

Keywords: Sean Silverthorne; Advertising, Public Relations, and Related Services; Advertising, Public Relations, and Related Services

2020
Working Paper

Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?

By: Alvin J. Silk and Ernst R. Berndt

The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details

Keywords: Economy; Advertising; Spending; Media

Read Now

August 2008
Supplement

Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips

By: John A. Quelch

A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details

Keywords: Decisions; Business or Company Management; Advertising Campaigns; Financial Services Industry

March 1998 (Revised July 1998)
Case

United Way Community Services

By: V. Kasturi Rangan

Describes in detail the fund development and distribution system of United Way Community Services. A key question is how to measure the outcome/impact of the work done by the agencies that receive United Way funding. A follow-on question is how to reinvent the... View Details

Keywords: Capital; Management Systems; Measurement and Metrics; Distribution Channels; Organizational Change and Adaptation; Outcome or Result; Nonprofit Organizations

10 Oct 2014
News

The Go-To Company in Mobile Advertising

Keywords: Advertising, Public Relations, and Related Services; Advertising, Public Relations, and Related Services

03 Feb 2012
HBS Seminar

Dr. Regina Dugan, Director, Defense Advanced Research Projects Agency (DARPA)

July–August 2016
Article

Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry

12 Oct 1999
Research & Ideas

Media Metamorphosis: Advertising in the Technology Age

the long-standing "full service" industry norm, there has been a growing trend toward agencies unbundling the media function from creative and other services provided to clients. At the same time,... View Details

Keywords: by Peter K. Jacobs; Advertising

31 Aug 2009
Research & Ideas

Why Competition May Not Improve Credit Rating Agencies

In the run-up to the global financial crisis, credit rating agencies gave high marks to such risky financial vehicles as collateralized debt obligations, which few people understood. It has been argued that these ratings misled investors... View Details

Keywords: by Martha Lagace; Financial Services

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

Educators

17 Jun 2013
Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

advertising agency Wieden+Kennedy then created and uploaded 185 short videos where Mustafa responded personally to individual Twitter users, a mix of celebrities, politicians, and average fans. Inevitably,... View Details

Keywords: by Carmen Nobel; Advertising

01 Feb 2000
News

Financial Services 24/7

online trading. Crane, in fact, views advertising as a window into the future that reveals where financial services are headed. Pointing to a recent issue of Business Week, he notes that close to 75 percent... View Details

Keywords: Susan Young

June 2013
Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira

This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details

Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry

Read Now

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

Educators

2014
Article

Notes from the Search for Deep Indicators in Services

By: James L. Heskett

Much of the research in the service sector over the last four decades has concerned itself with the search for deep indicators that explain service performance. This paper provides a brief retrospective of some of this research and illustrates the directions that this... View Details

Keywords: Service Delivery; Organizational Culture; Performance; Service Industry

Web

Site Credits - 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 CURATOR: Melissa... View Details

March 2001 (Revised September 2005)
Case

Madison Avenue: Digital Media Services (C)

By July 2000, Madison Avenue had experienced extraordinary growth in sales, employees, clients, and service offerings. From late 1999 to July 2000, the company had taken several initiatives to redesign its internal processes so that the firm could continue to grow,... View Details

Keywords: Service Operations; Digital Marketing; Product Development; Growth and Development Strategy; Advertising Industry

Educators