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Show Results For
- All HBS Web
(1,952)
- News (335)
- Research (1,253)
- Events (9)
- Multimedia (26)
- Faculty Publications (838)
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- 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.
- 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.)
- 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.)
- 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.)
- 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.
- 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.
- 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.
- 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.
- 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.)
- 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).
- 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
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
It probably won't shock you that the most popular YouTube video in the past month was "Gentleman," the latest hit from South Korean rapper PSY, whose "Gangnam Style" is the most-watched video of all time. More surprising: among the other most-watched videos was an... View Details
- 1994
- 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. 4th ed. Burr Ridge, IL: Irwin, 1994.
- 1987
- 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. 2nd ed. Plano, TX: Business Publications, Inc., 1987.
- 2002
- Working Paper
Risk Aversion and Apparently Persuasive Advertising
By: Bharat Anand and Ron Shachar
- 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.
- 09 Nov 2010
- Working Paper Summaries