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- All HBS Web
(1,932)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- Fast Answer
Advertising agencies: lists and rankings
national and international advertising agencies and public relations firms. Includes indexes by agency name, type, personnel, and location. Agency rankings: Vault.com: List of Best Advertising... View Details
- February 2012 (Revised March 2014)
- Case
Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children
By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
- Web
Advertising Ephemera | Baker Library
Advertising Ephemera David's Prize Soap chromolithograph trade card, between 1876 and 1899. Advertising Ephemera Collection. Within the Advertising Ephemera Collection, Baker... View Details
- 2022
- Working Paper
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 and extend this theoretical result and test it using data from television and social media... View Details
Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." NBER Working Paper Series, No. 30278, July 2022.
- 2008
- Working Paper
Deterring Online Advertising Fraud Through Optimal Payment in Arrears
By: Benjamin Edelman
Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well-hidden, and limited reputation systems reduce accountability. But partners are not paid until after their work is complete, and advertisers can... View Details
Keywords: Misleading and Fraudulent Advertising; Online Advertising; Profit; Corporate Accountability; Partners and Partnerships; Mathematical Methods
Edelman, Benjamin. "Deterring Online Advertising Fraud Through Optimal Payment in Arrears." Harvard Business School Working Paper, No. 08-072, February 2008. (Revised August 2008, October 2008, February 2009.)
- September 2009
- Article
Targeted Advertising as a Signal
By: Bharat Anand and Ron Shachar
Keywords: Advertising
Anand, Bharat, and Ron Shachar. "Targeted Advertising as a Signal." Quantitative Marketing and Economics 7, no. 3 (September 2009): 237–266. (Lead Article.)
- 01 Dec 2010
- News
The Father of Modern Advertising
discussed — to a president, Warren G. Harding. The Man Who Sold America (Harvard Business Review Press) by Jeffrey L. Cruikshank (PMD 51, 1986) and Arthur W. Schultz, goes a long way to reintroducing Lasker as an industry trailblazer. “Before he arrived on the scene,... View Details
- 08 Feb 2013
- Working Paper Summaries
The Dynamic Advertising Effect of Collegiate Athletics
- February 1980 (Revised October 1984)
- Case
Mobil Oil and Advocacy Advertising
Raymond, Thomas J., and Judith B. Esterquest. "Mobil Oil and Advocacy Advertising." Harvard Business School Case 380-149, February 1980. (Revised October 1984.)
- 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.)
- June 1993 (Revised July 1999)
- Supplement
The Advertising Council: Earth Share Campaign
Keywords: Advertising Campaigns
Rangan, V. Kasturi. "The Advertising Council: Earth Share Campaign." Harvard Business School Video Supplement 593-516, June 1993. (Revised July 1999.)
- 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.
The Flattened Firm--Not as Advertised
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... View Details
- 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.)
- 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.
- 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.
- 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.
- 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).
- 10 Oct 2014
- News