Filter Results:
(1,267)
Show Results For
- All HBS Web
(1,979)
- News (346)
- Research (1,267)
- Events (10)
- Multimedia (26)
- Faculty Publications (852)
Show Results For
- All HBS Web
(1,979)
- News (346)
- Research (1,267)
- Events (10)
- Multimedia (26)
- Faculty Publications (852)
Sort by
- December 1977 (Revised June 1978)
- Case
Boston Globe: Advertising the Krugerrand
Cady, John F. "Boston Globe: Advertising the Krugerrand." Harvard Business School Case 578-111, December 1977. (Revised June 1978.)
- Fall 2012
- Article
The Flattening Firm—Not As Advertised
By: Julie Wulf
For decades, management consultants and the popular business press have urged large firms to flatten their hierarchies. Flattening (or delayering, as it is also known) typically refers to the elimination of layers in a firm's organizational hierarchy and the broadening... View Details
Wulf, Julie. "The Flattening Firm—Not As Advertised." California Management Review 55, no. 1 (Fall 2012): 5–23.
- February 2024
- Article
Pricing Power in Advertising Markets: Theory and Evidence
By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize, extend, and test this prediction. We find that television outlets whose viewers watch more... View Details
Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." American Economic Review 114, no. 2 (February 2024): 500–533.
- August 2008
- Supplement
Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips
By: John A. Quelch
A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details
Keywords: Decisions; Business or Company Management; Advertising Campaigns; Financial Services Industry
Quelch, John A. Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips. Harvard Business School Video Supplement 509-701, August 2008.
- January 2007 (Revised January 2008)
- Case
Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign
By: John A. Quelch
Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details
Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry
Quelch, John A., and Laura Winig. Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. Harvard Business School Case 507-005, January 2007. (Revised January 2008.)
- Article
Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
- July–August 2024
- Article
Navigating the Future of Online Advertising with WEB3
By: Frank V. Cespedes and Ben Plomion
or years, digital ad spend was a steadily growing portion of marketing budgets. But online advertising faces challenges that mean a transformative shift in digital marketing. Meanwhile, so-called “Web3” has emerged as a medium that can change ad spend and how personal... View Details
Cespedes, Frank V., and Ben Plomion. "Navigating the Future of Online Advertising with WEB3." European Business Review (July–August 2024): 4–9.
- 2010
- Working Paper
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's... View Details
Keywords: Advertising; Change; Forecasting and Prediction; Cost; Price; Analytics and Data Science; Surveys; Marketing Strategy; Media; Service Operations; Agency Theory; Mathematical Methods; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Harvard Business School Working Paper, No. 11-039, September 2010.
- February 1991 (Revised February 1991)
- Case
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A)
By: Nitin Nohria
Nohria, Nitin. "Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A)." Harvard Business School Case 491-016, February 1991. (Revised February 1991.)
- October 2011
- Article
Government Advertising and Media Coverage of Corruption Scandals
By: Rafael Di Tella and Ignacio Franceschelli
We construct measures of the extent to which the four main newspapers in Argentina report government corruption in their front page during the period 1998-2007 and correlate them with government advertising. The correlation is negative. The size is considerable: a one... View Details
Di Tella, Rafael, and Ignacio Franceschelli. "Government Advertising and Media Coverage of Corruption Scandals." American Economic Journal: Applied Economics 3, no. 4 (October 2011): 119–151.
- December 2009
- Article
Who Owns Metrics?: Building a Bill of Rights for Online Advertisers
By: Benjamin Edelman
I offer five rights to protect advertisers from increasingly powerful ad networks-avoiding fraudulent charges for services not rendered, guaranteeing data portability so advertisers get the best possible value, and assuring price transparency so advertisers know what... View Details
Keywords: Online Advertising; Crime and Corruption; Price; Measurement and Metrics; Technology Networks; Value; Advertising Industry
Edelman, Benjamin. "Who Owns Metrics?: Building a Bill of Rights for Online Advertisers." Journal of Advertising Research 49, no. 4 (December 2009). (Adapted from Towards a Bill of Rights for Online Advertisers.)
- December 1980 (Revised April 1981)
- Case
General Electric Co.: Appliance Division Advertising
Greyser, Stephen A. "General Electric Co.: Appliance Division Advertising." Harvard Business School Case 581-095, December 1980. (Revised April 1981.)
- May 1986 (Revised January 1989)
- Case
Gillette Co.: Dry Idea Advertising (A), The Creative Problem
Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), The Creative Problem." Harvard Business School Case 586-042, May 1986. (Revised January 1989.)
- November 1992 (Revised April 1995)
- Case
Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
By: V. Kasturi Rangan and Jayne D. Kramer
In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details
Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare
Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
- September 2003 (Revised May 2006)
- Case
Eyeblaster: Enabling the Next Generation of Online Advertising
By: Elie Ofek
Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details
Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy
Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising." Harvard Business School Case 504-005, September 2003. (Revised May 2006.)
- 1992
- Book
Cases in Advertising and Communications Management
By: S. A. Greyser
Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.
- 1991
- Book
Cases in Advertising and Promotion Management
By: John A. Quelch and Paul Farris
Quelch, John A., and Paul Farris. Cases in Advertising and Promotion Management. 3rd ed. Homewood, IL: Irwin, 1991.
- 12 Oct 1999
- Research & Ideas
Media Metamorphosis: Advertising in the Technology Age
In 1998, Internet advertising revenue passed the $1 billion mark, more than double its 1997 level. Indeed, although the Internet entered the media fray barely four years ago, its revenues from national View Details