advertising - Publications - Faculty & Research

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The ticket sales are a mere fraction... View Details

Keywords: by Thales Teixeira; Sports

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, digital communications promises to... View Details

Keywords: by Peter K. Jacobs

April 1995
Case

USAir "Letters to Travelers" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation; Advertising Industry; Advertising Industry

Citation

Find at Harvard

November 1993 (Revised December 1993)
Case

Saatchi & Saatchi/WPP Group

By: David F. Hawkins

Keywords: Advertising; Accounting; Advertising Industry

Citation

Find at Harvard

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details

Keywords: by Manda Salls

14 Nov 2005
Research & Ideas

How Can Start Ups Grow?

published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... View Details

Keywords: by Sarah Jane Gilbert; Advertising

02 Apr 2015
Research & Ideas

Digital Initiative Summit: Companies Must Forget—and Borrow

As companies ride the digital wave, many find that switching up old, tired practices and deviating from the norm can be crucial to survival. But sometimes things can be taken too far. During the Digital Initiative Summit at Harvard Business School on March 30, business... View Details

Keywords: by Dina Gerdeman; Advertising; Advertising

05 Feb 2009
Research & Ideas

In Praise of Marketing

commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details

Keywords: by John Quelch; Advertising

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

stevanovicigor In 2016, the National Environmental Research Council (NERC), a quasi-governmental agency in the United Kingdom, decided it would be fun to let the public vote online to name the country’s newest research vessel. The agency was less pleased when it saw... View Details

Keywords: by Michael Blanding; Advertising

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

tickets for the game. What does Soda X get out of the transaction? Revenues from Soda X products and services jointly developed with alliance partners such as Guess? and Chicago Fire, revenues from products and services that users buy through the Soda X wireless... View Details

Keywords: by Nitin Nohria & Marty Leestma

June 1989 (Revised May 1993)
Supplement

Rossin Greenberg Seronick & Hill, Inc. (B)

By: John A. Quelch

Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details

Keywords: Ethics; Marketing Communications; Advertising; Crisis Management; Advertising Industry

Citation

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May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States

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07 Dec 2011
Research & Ideas

Are Creative People More Dishonest?

research, Gino and Ariely surveyed 99 employees across 17 departments at an American advertising agency, where some jobs—copywriting, for example—required much more creativity than others. In the anonymous survey, on a seven-point scale,... View Details

Keywords: by Carmen Nobel; Advertising

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement reaches a viewer's computer... View Details

Keywords: Re: Multiple Faculty; Technology

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

supervision of a stressed-out boss. Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the brand to fit these new ideological circumstances. A new advertising campaign, "Do the... View Details

Keywords: by Martha Lagace

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

regulation, history is likely to repeat itself. “Without a push by Facebook’s customers or more fundamental federal government regulation, history is likely to repeat itself.” After all, the ability of advertisers to get hold of personal... View Details

Keywords: by George Riedel

19 Oct 2012
Research & Ideas

Digital Technology’s Profound Game Change for Marketers

innovative thought leaders and companies who are transforming marketing. Hosted in Boston, at the nexus of the technology and advertising industry, FutureM is a weeklong extravaganza that will bring together marketing artists and... View Details

Keywords: by Jeffrey Bussgang; Advertising; Advertising

October 1993 (Revised September 1994)
Case

Catalina Marketing Corp.

By: David E. Bell, Walter J. Salmon and Dinny Starr

Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details

Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry

Citation

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29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

football. “I am hesitant to say schools choose to invest in athletics just because of the spillover effect into academics” "The primary form of mass media advertising by academic institutions in the United States is, arguably,... View Details

Keywords: by Sean Silverthorne; Advertising; Advertising; Advertising