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  • All HBS Web  (1,980)
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  • February 1974
  • Case

Listerine Lozenges

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Pharmaceutical Industry
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Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
  • April 2008 (Revised February 2010)
  • Teaching Note

Microsoft adCenter

By: Peter A. Coles and Benjamin Edelman
Teaching Note for [908049]. View Details
Keywords: Technology; Advertising; Software; Information Technology Industry
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Coles, Peter A., and Benjamin Edelman. "Microsoft adCenter." Harvard Business School Teaching Note 908-062, April 2008. (Revised February 2010.)
  • April 1994
  • Supplement

Planet Reebok (B)

By: John A. Quelch
Supplements Planet Reebok (A). View Details
Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom
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Quelch, John A. "Planet Reebok (B)." Harvard Business School Supplement 594-095, April 1994.
  • June 1995
  • Case

Citibank Credit Card: Commercials from the Asian-Pacific Region India 1993 Videotape

By: V. Kasturi Rangan
Keywords: Credit; Advertising Campaigns; Banking Industry; Asia; Oceania; India
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Rangan, V. Kasturi. "Citibank Credit Card: Commercials from the Asian-Pacific Region India 1993 Videotape." Harvard Business School Multimedia/Video Case 595-523, June 1995.
  • April 2015
  • Case

Who Owns the Whale? (Abridged)

By: Thales S. Teixeira and David E. Bell
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details
Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; United States; United Kingdom
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Teixeira, Thales S., and David E. Bell. "Who Owns the Whale? (Abridged)." Harvard Business School Case 515-108, April 2015.
  • 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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising 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.
  • 08 Dec 2016
  • Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail
  • September 1988
  • Supplement

Reebok Commercials--1988, Video

By: John A. Quelch
Set of seven commercials to accompany Reebok International Ltd. View Details
Keywords: Marketing; Advertising; Apparel and Accessories Industry
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Quelch, John A. "Reebok Commercials--1988, Video." Harvard Business School Video Supplement 889-507, September 1988.
  • 02 Aug 2011
  • Working Paper Summaries

To Groupon or Not to Groupon: The Profitability of Deep Discounts

Keywords: by Benjamin Edelman, Sonia Jaffe & Scott Duke Kominers; Retail; Technology
  • 05 May 2003
  • What Do You Think?

Is This a Golden Era for Marketing Productivity?

Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense of such techniques, B. V. Krishnamurthy pointed out that... View Details
Keywords: by James Heskett
  • 1978
  • Article

Optimal Advertising: An Intra-Industry Approach

By: Michael E. Porter
Keywords: Advertising; Business Ventures
Citation
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Porter, Michael E. "Optimal Advertising: An Intra-Industry Approach." Issues in Advertising: The Economics of Persuasion (1978).
  • 28 Jan 2015
  • Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

New research from Harvard Business School shows that mass advertising is better at swaying undecided consumers while face-to-face personal selling is more suited at closing the deal for those already leaning toward a particular product.... View Details
Keywords: by Dina Gerdeman
  • 05 Jul 2006
  • Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising
  • Article

What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness

By: Mark Forehand and Rohit Deshpandé
Keywords: Advertising
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Forehand, Mark, and Rohit Deshpandé. "What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness." Journal of Marketing Research (JMR) 38, no. 3 (August 2001).
  • May 1987 (Revised May 1991)
  • Case

Crafted with Pride in U.S.A. Council

By: Stephen A. Greyser
Keywords: Advertising; United States
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Greyser, Stephen A. "Crafted with Pride in U.S.A. Council." Harvard Business School Case 587-110, May 1987. (Revised May 1991.)
  • May 1988
  • Case

Capital Cities/ABC, Inc: Spot Sales

By: Frank V. Cespedes
Keywords: Advertising; Strategy; Marketing; Media and Broadcasting Industry
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Cespedes, Frank V. "Capital Cities/ABC, Inc: Spot Sales." Harvard Business School Case 588-071, May 1988.
  • February 1973 (Revised June 1973)
  • Case

Listerine Antiseptic (A)

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Pharmaceutical Industry
Citation
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Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
  • spring 2001
  • Article

Banner Advertising: Measuring Effectiveness and Optimizing Placement

By: John Deighton and Lee Sherman
Keywords: Advertising; Measurement and Metrics
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Deighton, John, and Lee Sherman. "Banner Advertising: Measuring Effectiveness and Optimizing Placement." Journal of Interactive Marketing 15, no. 2 (spring 2001).
  • September 2001 (Revised June 2004)
  • Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere
Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details
Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia
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Deshpande, Rohit, and Alexandra de Royere. "Cafe de Colombia." Harvard Business School Case 502-024, September 2001. (Revised June 2004.)
  • 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; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising 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.)
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