Advertising Industry - Publications - Faculty & Research

1990
Chapter

Executives' Attitudes toward Advertising Regulation: A Survey

By: B. B. Reece and S. A. Greyser

Keywords: Management Teams; Advertising; Governing Rules, Regulations, and Reforms; Government and Politics; Attitudes; Business and Government Relations; Advertising Industry

Citation

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)

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October 2007
Article

The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market

By: Anita Elberse and Bharat N. Anand

One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details

Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry

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2001
Other Unpublished Work

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt

Keywords: Advertising; Media; Demand and Consumers; Advertising Industry

Citation

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

Citation

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January 1978 (Revised April 1994)
Case

Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion

By: Stephen A. Greyser

Keywords: Advertising; Marketing; Strategy; Food and Beverage Industry

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Oct 2004
Conference Presentation

The Effectiveness of Pre-Release Advertising for Motion Pictures

By: Anita Elberse

Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry

Citation

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

Keywords: Advertising; Consumer Products Industry

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May 2018 (Revised September 2018)
Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee

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

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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

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

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Advertising, Public Relations, and Related Services; Professional Services

May 2008
Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton

Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry

Citation

Jun 2004 - 2004
Conference Presentation

The Effectiveness of Pre-Release Advertising for Motion Pictures

By: Anita Elberse

Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry

Citation

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

Keywords: by Dina Gerdeman; Beauty & Cosmetics

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