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Show Results For
- All HBS Web
(1,086)
- News (118)
- Research (835)
- Events (1)
- Multimedia (2)
- Faculty Publications (592)
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)
- Web
National Markets - The Art of American Advertising
industrial goods.” Pamela Walker Laird, Advertising Progress: American Business and the Rise of Consumer Marketing , 1998 2 In the American economy of the early 1800s, many household items, such as soap or... View Details
- March 1990 (Revised March 1992)
- Case
New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign
By: V. Kasturi Rangan and Sohel Karim
Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details
Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)
Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign." Harvard Business School Case 590-036, March 1990. (Revised March 1992.)
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- 01 Dec 2001
- News
Teens and Magazines: Where There's Smoke, There's Advertising
authors noted, among other things, that last year, magazine advertising for the three cigarette brands most popular with young people on average reached more than 80 percent of American youth seventeen times per brand. King and Siegel... View Details
- Web
Research Links - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Trade Cards Trade Catalogs Baker Old Class... View Details
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- 2001
- Other Unpublished Work
Intermedia Substitutability and Market Demand by National Advertisers
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- January 1978 (Revised April 1994)
- Case
Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion
Greyser, Stephen A. "Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion." Harvard Business School Case 578-133, January 1978. (Revised April 1994.)
- Web
Trade Catalogs - The Art of American Advertising
leisure activities to combat the fatigue and monotony of factory work. Trade catalogs advertised the wares of emerging industries devoted to sports, hobbies, and entertainment activities, promoting products... View Details
- May 1986 (Revised August 1987)
- Supplement
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video Introduction." Harvard Business School Supplement 586-145, May 1986. (Revised August 1987.)
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Publishing Industry; United States
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
about how the ads may affect the perceptions of young consumers. “The advertising industry has to stand up for what is right,” she says in the case. “Our young people are already being bombarded with several... View Details
- Web
A Marketing Revolution - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: A Marketing Revolution National Markets Advertising Products Trade... View Details
- Web
Brand Name Management - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Brand Name Management National Markets Advertising Products Trade... View Details
- Web
Souvenirs & Novelties - The Art of American Advertising
fans, another popular advertising giveaway, and advertisers tapped into the growing toy industry with booklets of cutout paper dolls and images overlaid with tracing paper.... View Details
- April 2004 (Revised April 2006)
- Teaching Note
Eyeblaster: Enabling the Next Generation of Online Advertising (TN)
By: Elie Ofek
Teaching Note to (2-504-005). View Details
- Web
Industry Information - Alumni
Careers Industry Information Careers Industry Information Want to know the latest in your respective industry? Are you researching before a big interview? We've compiled resources to help you stay current. +... View Details