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  • December 2010
  • Supplement

Ad Classification at Right Media — slide supplement

By: Benjamin Edelman
Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details
Keywords: Media; Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Advertising Industry; Advertising Industry
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Edelman, Benjamin. "Ad Classification at Right Media — slide supplement." Harvard Business School PowerPoint Supplement 911-038, December 2010.
  • April 2011
  • Teaching Note

Neck & Neck: Leveraging the Club Neck Information (TN)

Teaching Note for 111112. View Details
Keywords: Budgets and Budgeting; Knowledge Use and Leverage; Profit; Planning; Advertising Campaigns; Mathematical Methods; Apparel and Accessories Industry; Retail Industry
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Martinez-Jerez, Francisco de Asis, Jasmijn Bol, and Christopher Ittner. "Neck & Neck: Leveraging the Club Neck Information (TN)." Harvard Business School Teaching Note 111-112, April 2011.
  • 25 Jun 2019
  • Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their... View Details
Keywords: by Danielle Kost
  • 10 Nov 2008
  • Research Event

Social Media Leads the Future of Technology

Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in... View Details
Keywords: by Martha Lagace
  • September 2007
  • Case

Metro International S.A.

By: Tarun Khanna, Felix Oberholzer-Gee, Vincent Marie Dessain, Ane Damgaard Jensen and Anders Sjoman
Explores the business model of Metro International, a company publishing 70 editions of its free newspaper in 20 countries. Metro had been a pioneer in the free newspaper market, fighting incumbent publishers distributing traditional paid-for newspapers. Looks at the... View Details
Keywords: Business Model; Business Strategy; Competitive Strategy; Digital Marketing; Advertising; Expansion; Globalized Firms and Management; Journalism and News Industry; Spain
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Khanna, Tarun, Felix Oberholzer-Gee, Vincent Marie Dessain, Ane Damgaard Jensen, and Anders Sjoman. "Metro International S.A." Harvard Business School Case 708-429, September 2007.
  • 14 May 2013
  • First Look

First Look: May 14

effective care teams and good management of local operations (clinical microsystems). Clinicians influence both, and local clinician leaders will have several key tasks. Publisher's link: http://www.nejm.org/doi/full/10.1056/NEJMp1301814 2006 Marketing Science The... View Details
Keywords: Sean Silverthorne
  • 07 Jun 2016
  • Op-Ed

Can Brand Trump Win a Presidency?

In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details
Keywords: by John A. Quelch; Advertising; Advertising
  • 05 Jul 2006
  • Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising
  • 13 May 2014
  • First Look

First Look: May 13

http://hbr.org/product/fei-cheng-wu-rao/an/414056-PDF-ENG Harvard Business School Case 712-463 Sweet Deal-Industry Self-Regulation of Breakfast Cereal Advertising to Children In response to growing concern about childhood obesity, in... View Details
Keywords: Sean Silverthorne
  • February 2008
  • Teaching Note

DermaCare: Zapping Zits Directly (TN)

By: Richard G. Hamermesh
Teaching Note for [808064]. View Details
Keywords: Product Development; Innovation and Invention; Health Care and Treatment; Financing and Loans; Venture Capital; Advertising; Distribution; Health Industry
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Hamermesh, Richard G. "DermaCare: Zapping Zits Directly (TN)." Harvard Business School Teaching Note 808-122, February 2008.
  • 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.
  • June 1999
  • Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
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Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "Major League Baseball--1999." Harvard Business School Case 599-121, June 1999.
  • spring 1981
  • Article

From Competitor to Consumer: The Changing Focus of Federal Regulation of Advertising, 1914-1938

By: R. S. Tedlow
Keywords: Competition; Change; Governing Rules, Regulations, and Reforms; Advertising
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Tedlow, R. S. "From Competitor to Consumer: The Changing Focus of Federal Regulation of Advertising, 1914-1938." Business History Review 55, no. 1 (spring 1981).
  • 2021
  • Report

The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

By: John A. Deighton and Leora Kornfeld
This research about the economic value of the Internet is conducted approximately every four years and highlights the importance of the internet ecosystem, which enables job creation and market-making opportunities. This highly valued, extensive piece of economic... View Details
Keywords: Internet and the Web; Digital Marketing; Innovation and Invention; Communication Technology; Social Media; Advertising; Value; Brands and Branding
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Deighton, John A., and Leora Kornfeld. "The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation." Report, Interactive Advertising Bureau (IAB), New York, October 2021.
  • 01 Mar 2010
  • Op-Ed

A Golden Opportunity for Ford and GM

and marketing. He also put himself on the firing line, publicly taking ownership for GM's turnaround and appearing in a series of advertisements challenging consumers to compare GM autos with its competitors. Glimmers of Ford's and GM's... View Details
Keywords: by Bill George; Auto
  • 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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Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)
  • February 2024
  • Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
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Groysberg, Boris, and Sarah L. Abbott. "Adventures Inc: 21st Century Brand Building." Harvard Business School Case 424-065, February 2024.
  • April 2000 (Revised June 2001)
  • Case

DoubleClick Buys Abacus (A)

By: John A. Deighton
By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details
Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry
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Deighton, John A. "DoubleClick Buys Abacus (A)." Harvard Business School Case 500-091, April 2000. (Revised June 2001.) (request a courtesy copy.)
  • November 1987 (Revised September 1994)
  • Case

Actmedia, Inc.

By: Frank V. Cespedes
Keywords: Marketing; Sales; Management; Advertising Industry
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Cespedes, Frank V. "Actmedia, Inc." Harvard Business School Case 588-036, November 1987. (Revised September 1994.)
  • April 1987 (Revised March 1989)
  • Case

Saatchi & Saatchi Co. PLC

By: David J. Collis
Keywords: Advertising Industry
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Collis, David J. "Saatchi & Saatchi Co. PLC." Harvard Business School Case 387-170, April 1987. (Revised March 1989.)
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