Publications

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

Read Now

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

spring/summer 1984
Article

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

By: L. S. Paine

Keywords: Customers; Ethics; Media; Advertising

Find at Harvard

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

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

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

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

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

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

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

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

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

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

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

Register to Read

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

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

February 2017
Case

Clear Channel (A): The Rise, 1972–2003

By: John R. Wells and Gabriel Ellsworth

At the end of 2003, Clear Channel Communications, Inc., a diversified media group with revenues of $8.9 billion, could claim leadership positions in all three of its main businesses. Clear Channel Broadcasting was the largest radio-station operator in the world, with... View Details

Keywords: Clear Channel; Clear Channel Outdoor; Radio; Outdoor Advertising; Concert Industry; Lowry Mays; Federal Communications Commission; Regulation; Regulations; Regulatory Environment; JCDecaux; Media; Growth Management; Consolidation; Competitive Strategy; Fair Value Accounting; Advertising; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; For-Profit Firms; Entertainment; Music Entertainment; Television Entertainment; Public Equity; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Government Legislation; Business History; Laws and Statutes; Business or Company Management; Growth and Development Strategy; Marketing Channels; Industry Structures; Public Ownership; Problems and Challenges; Sales; Opportunities; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Wireless Technology; Valuation; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; Texas

April 2015 (Revised December 2015)
Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun

After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details

Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia