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  • 26 Oct 2017
  • Research Event

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

A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which Russian operatives allegedly used... View Details
Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News
  • 2008
  • Working Paper

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

By: Alvin J. Silk and Charles King III

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States
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  • 19 Dec 2018
  • News

Not Everyone Can Build a Digital Ad Business, Plus Debating Radical Transparency

  • 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
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  • 25 Feb 2015
  • Lessons from the Classroom

Scholars and Students Unpack the Digital Business Revolution

Think of Harvard Business School's recently launched the Digital Initiative (D/I) as a giant laboratory, where leading scholars and practitioners convene to research, teach, and put into practice new understandings about the relentless... View Details
Keywords: by Julia Hanna; Education; Technology
  • 01 Jun 2008
  • News

Understanding the Digital Frontier

public response from your CEO has the potential to limit the damage or even change the momentum in your favor, the authors write. The book provides practical tools and assessments to help readers understand this digital frontier. And the... View Details
Keywords: Sean Silverthorne; Management
  • Web

A Marketing Revolution - 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: A Marketing Revolution National Markets Advertising Products Trade... View Details
  • Web

Souvenirs & Novelties - 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: Souvenirs & Novelties National Markets Advertising Products Trade... View Details
  • Web

Brand Name Management - 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: Brand Name Management National Markets Advertising Products Trade... View Details
  • 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
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  • Web

The Art of "Posting" - 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: The Art of “Posting” National Markets Advertising Products Trade Catalogs... View Details
  • August 2012
  • Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America
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  • 30 Nov 2009
  • Research & Ideas

Tracks of My Tears: Reconstructing Digital Music

the pricing of digital songs, a study on the reach and effectiveness of online video advertisements for video games and movies, and a project on how online retailers of entertainment goods can best manage... View Details
Keywords: by Sean Silverthorne; Music
  • 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
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  • 29 Feb 2016
  • HBS Case

Bigbelly's Big Bet on the Digital Trash Can

phone from those who fear the technology will be used to capture personal information. Bigbelly aims to add digital advertising to its connected waste and recycling stations. While their ads are static for... View Details
Keywords: by Michael Blanding; Energy
  • 09 Aug 2013
  • Research & Ideas

Read All About It: Digital CEO Buys Traditional Media!

the world are trying to reinvent themselves for digital success. Indeed, few strategic problems are as hard as those confronting newspapers—declining print revenues, even greater declines in advertising... View Details
Keywords: by Jim Aisner; Journalism & News; Publishing
  • 25 Aug 2003
  • Research & Ideas

Should You Sell Your Digital Privacy?

regulatory approach? Isn't the telemarketing hotline working? Deighton: Regulation solution routinely disappoints. Rules lag behind the cunning of those who want to exploit the limitations of the rules, particularly in the nimble digital... View Details
Keywords: by Manda Salls & Sean Silverthorne; Advertising
  • Web

Digital Exhibits | Baker Library

Digital Exhibits All Exhibits From Concept to Product: Meroë Morse and Polaroid’s Culture of Art and Innovation, 1945–1969 Explores the extraordinary career of Meroë Morse—a key contributor to the development of instant photography,... View Details
  • April 2021
  • Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details
Keywords: Influencer Marketing; Influencers; Influencer; Monetization; Monetization Strategy; Female; Female Entrepreneur; Female Protagonist; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Advertising Industry; Advertising Industry; Advertising Industry; London; United Kingdom; Europe; North America
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  • August 2022
  • Background Note

Retail Media Networks

By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their... View Details
Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Advertising Industry; Advertising Industry; Advertising Industry; United States
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