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  • All HBS Web  (1,980)
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  • 16 Jul 2014
  • HBS Case

Marketing Obamacare

variety of ways to reach each group, including billboards, print advertisements, radio, TV, online, and social media, tailoring the message to the medium. For the "cautious optimist" group, which included a number of Latinos, AHCT produced Spanish-language... View Details
Keywords: by Michael Blanding; Health
  • 14 Sep 2016
  • Research & Ideas

Web Surfers Have a Schedule and Stick to It

is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details
Keywords: by Julia Hanna; Retail; Web Services
  • 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).
  • March 1996 (Revised November 1997)
  • Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
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Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
  • September 2021
  • Case

Publicis Groupe 2021: Changing Nearly Everything

By: Rosabeth Moss Kanter, Tonia Labruyere and Vincent Dessain
After succeeding long-time CEO Maurice Levy as top leader of the world’s third largest advertising, marketing, and communications company, headquartered in France, Arthur Sadoun accelerates digital transformation through a new platform drawing on talent from any of the... View Details
Keywords: COVID-19 Pandemic; Change Management; Transition; Transformation; Leadership; Digital Transformation; Advertising Industry; France; United States
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Kanter, Rosabeth Moss, Tonia Labruyere, and Vincent Dessain. "Publicis Groupe 2021: Changing Nearly Everything." Harvard Business School Case 322-050, September 2021.
  • March 2001 (Revised September 2005)
  • Case

Madison Avenue: Digital Media Services (C)

By July 2000, Madison Avenue had experienced extraordinary growth in sales, employees, clients, and service offerings. From late 1999 to July 2000, the company had taken several initiatives to redesign its internal processes so that the firm could continue to grow,... View Details
Keywords: Service Operations; Digital Marketing; Product Development; Growth and Development Strategy; Advertising Industry
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Spear, Steven J., and Anne Karshis. "Madison Avenue: Digital Media Services (C)." Harvard Business School Case 601-077, March 2001. (Revised September 2005.)
  • June 2001 (Revised September 2005)
  • Case

Madison Avenue: Digital Media Services (B)

In late 1999, Madison Avenue was experiencing phenomenal growth in sales, clients, employees, and services provided. The stress and strain on the firm's employees was considerable and threatened to jeopardize the high-quality, active-ad management for which the firm... View Details
Keywords: Organizational Change and Adaptation; Growth Management; Service Operations; Digital Marketing; Business Processes; Advertising Industry
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Spear, Steven J., and Anne Karshis. "Madison Avenue: Digital Media Services (B)." Harvard Business School Case 601-021, June 2001. (Revised September 2005.)
  • June 2001
  • Case

DoubleClick Buys Abacus (B)

By: John A. Deighton
Supplements the (A) case. View Details
Keywords: Advertising Industry
Citation
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Deighton, John A. "DoubleClick Buys Abacus (B)." Harvard Business School Case 501-085, June 2001.
  • January 1995 (Revised March 1995)
  • Teaching Note

Saatchi and Saatchi Company PLC: Corporate Strategy TN

By: David J. Collis
Teaching Note for (9-792-056). View Details
Keywords: Advertising Industry
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Collis, David J. "Saatchi and Saatchi Company PLC: Corporate Strategy TN." Harvard Business School Teaching Note 795-094, January 1995. (Revised March 1995.)
  • February 1995
  • Teaching Note

Catalina Marketing Corporation TN

By: David E. Bell
Teaching Note for (9-594-026). View Details
Keywords: Advertising Industry
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Bell, David E. "Catalina Marketing Corporation TN." Harvard Business School Teaching Note 595-093, February 1995.
  • 09 Jan 2014
  • Research & Ideas

Excerpt: ’Fortune Tellers’

and pointed to the future. These had various names, such as Babson's Composite Plot and the Harvard Economic Service's Index of General Business Conditions. Forecasters also devoted time to sales and marketing. Successful forecasting agencies developed ways to publish,... View Details
Keywords: by Walter A. Friedman
  • 17 Jan 2008
  • Research & Ideas

If Marketing Experts Ran Elections

issues. In addition, the winner-takes-all system often leads candidates to desperate tactics such as negative advertising to tear down their opponents rather than promoting their own virtues. Citizens can be forgiven for being cynical. A... View Details
Keywords: by John A. Quelch
  • 21 Jul 2008
  • Research & Ideas

Solving the Marketing Resources Allocation Puzzle

U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising... View Details
Keywords: by Sean Silverthorne
  • 21 May 2007
  • Research & Ideas

Fixing the Marketing-CEO Disconnect

operations where there are established techniques in inventory management and reengineering, there are no obvious and permanent cost-cutting results to be gained through marketing, short of simply slashing the advertising budget. In... View Details
Keywords: by Sean Silverthorne
  • 20 Sep 2004
  • Research & Ideas

How Consumers Value Global Brands

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study in forty-one countries to... View Details
Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor
  • 2001
  • Working Paper

Strategies to Fight Ad-sponsored Rivals

By: Ramon Casadesus-Masanell and Feng Zhu
We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical variables such as price or the number of ads a product carries, we allow the incumbent to consider... View Details
Keywords: Advertising; Business Model; Competition; Competitive Strategy
Citation
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Casadesus-Masanell, Ramon, and Feng Zhu. "Strategies to Fight Ad-sponsored Rivals." Harvard Business School Working Paper, No. 10-026, September 2009. (Revised March 2010.)
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