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  • All HBS Web  (545)
    • News  (77)
    • Research  (382)
    • Events  (4)
    • Multimedia  (1)
  • Faculty Publications  (217)

Show Results For

  • All HBS Web  (545)
    • News  (77)
    • Research  (382)
    • Events  (4)
    • Multimedia  (1)
  • Faculty Publications  (217)
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  • 2001
  • Other Unpublished Work

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Keywords: Advertising; Media; Demand and Consumers; Advertising Industry
Citation
Related
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability and Market Demand by National Advertisers." NBER Working Paper Series, December 2001.
  • 10 Nov 2008
  • Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details
Keywords: by Martha Lagace
  • 26 Oct 2017
  • Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

White House popularized the term “fake news,” the influence of social media advertising and online publishing requires serious reexamination. That began to happen October 24 at the The Future of View Details
Keywords: by Jen Deaderick; Media & Broadcasting; Media & Broadcasting
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
Citation
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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • 25 Jan 2017
  • HBS Case

How Should Advertisers Respond to Consumer Demand for Whiter Skin?

company’s obligation lie? The struggle over the advertising of India’s fairness creams is the centerpiece of a March 2016 case “Fair & Lovely vs. Dark Is Beautiful,” which was written by Rohit Deshpandé, Sebastian S. Kresge Professor... View Details
Keywords: by Dina Gerdeman; Beauty & Cosmetics
  • spring/summer 1984
  • Article

Children as Consumers: An Ethical Evaluation of Children's Television Advertising

By: L. S. Paine
Keywords: Customers; Ethics; Media; Advertising
Citation
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Paine, L. S. "Children as Consumers: An Ethical Evaluation of Children's Television Advertising." Business & Professional Ethics Journal 3, nos. 3/4 (spring/summer 1984): 119–145. (Reprinted in Business Ethics, edited by Thomas White. New York: MacMillan Publishing Company, 1993; Revised as "Children as Consumers: The Ethics of Children's Television Advertising." In Ethics in Marketing, edited by J. Quelch and C. Smith, 672-686. Burr Ridge, Ill: Richard D. Irwin, 1993.)
  • August 1990
  • Case

General Foods Corp.: Adapting to the New Electronic Media

By: Stephen A. Greyser
Keywords: Advertising; Media; Strategy; Food and Beverage Industry
Citation
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Greyser, Stephen A. "General Foods Corp.: Adapting to the New Electronic Media." Harvard Business School Case 591-024, August 1990.
  • Teaching Interest

Overview

By: Jeffrey F. Rayport
Technology Entrepreneurship, Marketing Strategy, Service Management View Details
Keywords: Technological Innovation; Strategy Formulation; "Marketing Analytics"; Advertising Technology; Media Content; Media And Broadcasting Industry; Media Businesses; Technology Industry; Retail Industry; Consumer Products Industry; Electronics Industry
  • 10 Feb 2023
  • Research & Ideas

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Public health officials who took to social media to push people to get the COVID-19 vaccine may have wondered if they were screaming into a void. Over the course of the pandemic, health agencies around the world—ranging from the World... View Details
Keywords: by Scott Van Voorhis; Health; Technology
  • 2015
  • Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
  • 11 Jun 2014
  • Research & Ideas

In the Future of Sports Investing, Media Is the Best Bet

league's partners include Nike, Monster Energy, and Fox Sports, indicating the sport's potential to drive both consumer advertising and new media rights. "There's a rabid fan base," Higgins says of... View Details
Keywords: by Carmen Nobel; Sports; Financial Services
  • September 2017
  • Case

NBCUniversal Telemundo: Transforming Latino Television

By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively
In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details
Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Media and Broadcasting Industry; Media and Broadcasting Industry; Miami
Citation
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McGee, Henry W., Carin-Isabel Knoop, and Christine Snively. "NBCUniversal Telemundo: Transforming Latino Television." Harvard Business School Case 318-018, September 2017.
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Advertising Industry; Advertising Industry; Boston; Massachusetts
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Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
  • February 2017
  • Supplement

JCDecaux, 2016: Global Leader ... Again

By: John R. Wells and Gabriel Ellsworth
In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details
Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris
Citation
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Wells, John R., and Gabriel Ellsworth. "JCDecaux, 2016: Global Leader ... Again." Harvard Business School Supplement 717-441, February 2017.
  • December 2018 (Revised August 2019)
  • Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery
The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America
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Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
  • February 22, 2023
  • Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America
Citation
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Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
  • Teaching Interest

Overview

By: John A. Deighton
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details
Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
  • June 2016
  • Case

Publicis Groupe 2016: Maurice and the Millennials

By: Rosabeth Moss Kanter and Jonathan Cohen
Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details
Keywords: Managing Change; Transformations; Digital; Millennials; Change; Innovation; Acquisitions; Merger; Culture; Advertising Agency; Reorganization; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Management Succession; Marketing; Mergers and Acquisitions; Transformation; Innovation and Invention; Digital Marketing; Advertising Industry
Citation
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Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Case 316-127, June 2016.
  • Research Summary

Overview

By: Jeffrey F. Rayport
Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details
Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; "Marketing Analytics"; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; European Union; China
  • 2025
  • Working Paper

Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details
Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry
Citation
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Cheng, Mengjie, Elie Ofek, and Hema Yoganarasimhan. "Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs." Harvard Business School Working Paper, No. 25-051, April 2025.
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