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    • All HBS Web  (120,094)
      • Faculty Publications  (131)

      Marketing CommunicationsRemove Marketing Communications →

      ← Page 4 of 131 Results →
      • 2015
      • Book

      Strong Brands, Strong Relationships

      By: Susan Fournier, Michael Breazeale and Jill Avery
      From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
      Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
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      Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
      • March 2015
      • Teaching Note

      CVS Health: Promoting Drug Adherence

      By: Leslie John, John Quelch and Robert Huckman
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: CVS Health: Promoting Drug Adherence (515010). The case finds Helena Foulkes, Executive... View Details
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Teaching Note 515-086, March 2015. (Email mking@hbs.edu for a courtesy copy.)
      • January 2015 (Revised July 2019)
      • Case

      CVS Health: Promoting Drug Adherence

      By: Leslie John, John Quelch and Robert Huckman
      Email mking@hbs.edu for a courtesy copy.

      The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm... View Details
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Case 515-010, January 2015. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)
      • October 2014
      • Article

      Making Charity Pay

      By: Michael I. Norton and Jill Avery
      Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches that garner a lot of buzz often fall short of sales goals, leading many companies to conclude,... View Details
      Keywords: Philanthropy; Charitable Giving; Charity; Philanthropy and Charitable Giving; Advertising; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States
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      Norton, Michael I., and Jill Avery. "Making Charity Pay." Harvard Business Review 92, no. 10 (October 2014).
      • June 2014
      • Article

      Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

      By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
      Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
      Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry
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      Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
      • 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; Media and Broadcasting Industry; Public Administration 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.)
      • January 2014 (Revised June 2014)
      • Supplement

      Dumb Ways To Die: Advertising Train Safety (B)

      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: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (B)." Harvard Business School Supplement 514-080, January 2014. (Revised June 2014.)
      • September 2013
      • Article

      Testimonials Do Not Convert Patients from Brand to Generic Medication

      By: John Beshears, James J. Choi, David Laibson, Brigitte C. Madrian and Gwendolyn Reynolds

      Objectives: To assess whether the addition of a peer testimonial to an informational mailing increases conversion rates from brand name prescription medications to lower-cost therapeutic equivalents, and whether the testimonial's efficacy increases when... View Details

      Keywords: Testimonial; Peer Information; Social Proximity; Communication; Generic Medication; Familiarity; Marketing Communications; Decision Choices and Conditions; Identity; Health Care and Treatment; Marketing Reference Programs; Power and Influence; Brands and Branding; Health Industry
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      Beshears, John, James J. Choi, David Laibson, Brigitte C. Madrian, and Gwendolyn Reynolds. "Testimonials Do Not Convert Patients from Brand to Generic Medication." American Journal of Managed Care 19, no. 9 (September 2013): e314–e316.
      • 2012
      • Chapter

      Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM

      By: Jill Avery and Susan Fournier
      With incidences in the 20%–25% range, the practice of firing customers has become increasingly attractive as firms try to maximize the lifetime value of their customer portfolios. This chapter traces the relationship trajectory of a 30-year customer of Filene's... View Details
      Keywords: Brands; Brand Management; CRM; Customer Relationship Management; Customer Focus and Relationships; Customers; Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Products Industry
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      Avery, Jill, and Susan Fournier. "Firing Your Best Customers: How Smart Firms Destroy Relationships Using CRM." In Consumer-Brand Relationships: Theory and Practice, edited by Susan Fournier, Michael Breazeale, and Marc Fetscherin, 301–316. Routledge, 2012. (Paperback edition published in 2013.)
      • September 2011 (Revised August 2013)
      • Case

      The Pepsi Refresh Project: A Thirst for Change

      By: Michael I. Norton and Jill Avery
      In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
      Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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      Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
      • September 2011
      • Module Note

      Orientation to Leadership Intelligence Days, 2011

      By: Joshua D. Margolis and Anthony J. Mayo
      Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
      Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry
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      Margolis, Joshua D., and Anthony J. Mayo. "Orientation to Leadership Intelligence Days, 2011." Harvard Business School Module Note 412-057, September 2011.
      • June 2011 (Revised May 2012)
      • Case

      Procter & Gamble: Marketing Capabilities

      By: Rebecca M. Henderson and Ryan Johnson
      P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
      Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
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      Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
      • June 2011 (Revised May 2012)
      • Case

      L'Oréal: Global Brand, Local Knowledge

      By: Rebecca M. Henderson and Ryan Johnson
      Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic... View Details
      Keywords: Globalization; Brands and Branding; Marketing Communications; Change Management; Sales; Emerging Markets; Segmentation; Innovation and Invention; Beauty and Cosmetics Industry; France; United States
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      Henderson, Rebecca M., and Ryan Johnson. "L'Oréal: Global Brand, Local Knowledge." Harvard Business School Case 311-118, June 2011. (Revised May 2012.)
      • May 2011 (Revised January 2013)
      • Case

      Nike Football: World Cup 2010 South Africa

      By: Elie Ofek and Ryan Johnson
      Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details
      Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa
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      Ofek, Elie, and Ryan Johnson. "Nike Football: World Cup 2010 South Africa." Harvard Business School Case 511-060, May 2011. (Revised January 2013.)
      • May–June 2011
      • Article

      The Uninvited Brand

      By: Susan Fournier and Jill Avery
      Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
      • May 2011
      • Article

      Underdog Branding: Why Underdogs Win in Recessions

      By: Neeru Paharia, Anat Keinan and Jill Avery
      Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
      Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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      Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
      • February 2011
      • Article

      The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

      By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
      We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
      Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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      Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
      • 2011
      • White Paper

      Brands Are People Too! Harnessing the Power of Brand Warmth and Competence

      By: Chris Malone, Jill Avery and S. T. Fiske
      Research in customer behavior has revealed that the way humans respond to brands is simply an extension of the way they instinctively perceive, judge, and behave towards one another. Understanding how consumers judge brands using social processes akin to those used in... View Details
      Keywords: Brands; Brand Management; Customer Relationship Management; CRM; Brand Positioning; Brand Equity; Customers; Customer Focus and Relationships; Customer Satisfaction; Brands and Branding; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry
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      Malone, Chris, Jill Avery, and S. T. Fiske. "Brands Are People Too! Harnessing the Power of Brand Warmth and Competence." White Paper Series, Relational Capital Group, Newtowne Square, PA, 2011.
      • December 2010
      • Case

      Digital Divide

      By: Sunil Gupta
      In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
      Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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      Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
      • November 2010
      • Article

      Capitalizing on the Underdog Effect

      By: Anat Keinan, Neeru Paharia and Jill Avery
      This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
      Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
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      Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
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