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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

December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

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September 2022 (Revised November 2022)
Teaching Note

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli

Teaching Note for HBS Case No. 522-046. View Details

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20 Nov 2012
First Look

First Look: November 20

PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details

Keywords: Sean Silverthorne

February 1995 (Revised November 1996)
Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop

The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details

Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States

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17 Feb 2010
First Look

First Look: Feb. 17

Working PapersThe Evolution of Science-Based Business: Innovating How We Innovate Author:Gary P. Pisano An abstract in unavailable at this time. Download the paper: http://www.hbs.edu/research/pdf/10-062.pdf PublicationsTargeted View Details

Keywords: Martha Lagace

14 Feb 2005
Research & Ideas

Desktop Search and Revenue Streams

kinds of systems we see as being very effective, in that they're not intrusive…and the value you get back far outweighs the expense of clicks," he said. Eisenmann also asked participants if the advertising revenue model will... View Details

Keywords: by Julie Jette

17 Aug 2015
Research & Ideas

Who is Boss in the Sharing Economy?

the ride-hailing app). In contrast, transferable decisions can be made by either party—the type of car an Uber driver uses; the kinds of details an Airbnb host lists about an apartment offered for rent; or how a hair stylist at a salon will View Details

Keywords: by Michael Blanding; Service; Technology

July 1993
Supplement

Ethics in Marketing

By: John A. Quelch

Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details

Keywords: Marketing Communications; Advertising

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19 May 2020
Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

By now, it’s an expected right-of-passage. As you enter credit card information for an online purchase, up pops two familiar words: “Privacy Notice.” Does seeing those words make you more confident about the transaction, knowing that the company will safeguard your... View Details

Keywords: by Michael Blanding; Retail

09 Feb 2018
Research & Ideas

Big Hits: The Best of the 2018 Super Bowl Ads

The Super Bowl isn’t just a mainstage for football’s two best teams. With over 100 million viewers tuned in, and 30-second spots going for more than $5 million, the big game also represents one of the highest stakes advertising events of... View Details

Keywords: Re: Multiple Faculty; Telecommunications

12 Nov 2008
Research & Ideas

The Marketing of a President

polling places on election day. This policy of inclusion meant that voting records were set in the general election and the primaries. Fifth, his advertising messages and his tone and demeanor throughout the campaign consistently... View Details

Keywords: by John Quelch

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

January 1989 (Revised December 1991)
Case

British Airways: ""Go for It, America!"" Promotion (A)

By: Stephen A. Greyser

Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details