Publications

Educators

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

Educators

June 2001
Case

DoubleClick Buys Abacus (B)

By: John A. Deighton

Supplements the (A) case. View Details

Keywords: Advertising Industry

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

February 1995
Teaching Note

Catalina Marketing Corporation TN

By: David E. Bell

Teaching Note for (9-594-026). View Details

Keywords: Advertising Industry

09 Mar 2010
First Look

First Look: March 9

.com sites, and we crawl more than 285,000 of these domains to analyze their revenue sources. We find that 80% are supported by pay-per-click ads, often advertising the correctly spelled domain and its competitors. Another 20% include... View Details

Keywords: Martha Lagace

25 Oct 2012
Research & Ideas

10 Reasons Customers Might Resist Windows 8

made me feel like one." "Your software should not make anyone feel like an idiot," Kanter advises. 7. More work—This is an unavoidable biggie. Change generally requires work. That can feel like an irony when it comes to a software upgrade that's View Details

Keywords: by Carmen Nobel; Computer; Consumer Products

26 Apr 2010
Research & Ideas

When Other Companies Compete Like Crazy, Dare to Be Different

discussion of this. However, I will say this: Differentiation is not a tactic. It's not a flashy advertising campaign; it's not a sparkling new feature set. It's not a laminated frequent-buyer card or a money-back guarantee.... View Details

Keywords: by Sarah Jane Gilbert

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)

Educators

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

2015
Working Paper

Markets with Price Coherence

By: Benjamin Edelman and Julian Wright

In markets with price coherence, the purchase of a given good via an intermediary is constrained to occur at the same price as a purchase of that same good directly from the seller (or through another competing intermediary). We examine ten markets with price... View Details

Keywords: Intermediaries; Platforms; Two-Sided Markets; Vertical Restraints; Price; Distribution Channels; Business History; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

Read Now

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

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

November 1987 (Revised September 1994)
Case

Actmedia, Inc.

By: Frank V. Cespedes

Keywords: Marketing; Sales; Management; Advertising Industry

April 1987 (Revised March 1989)
Case

Saatchi & Saatchi Co. PLC

By: David J. Collis

Keywords: Advertising Industry

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

02 Jun 2014
Research & Ideas

Excerpt: ‘A Social Strategy’

users need to post a status update on Facebook, which then also advertises eBay to their friends, which then allows the company to acquire new customers without having to pay for it. It is fairly easy to imagine scenarios in which the... View Details

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

June 1967 (Revised January 1968)
Case

WTS-Pharmacraft: Fresh Deodorant

By: Walter J. Salmon

Keywords: Marketing Channels; Marketing Strategy; Advertising