Advertising Industry - Publications - Faculty & Research

01 Mar 2025
News

Patch Work

establish a physical footprint nearby. A political industry that had been largely focused on communicating via broadcast and direct mail ballooned with phone vendors. Jameson, too, had changed. After serving as southern coordinator of Al... View Details

Keywords: Sasha Issenberg; Illustrations by Dan Bejar

01 Sep 2003
News

These Are the Good Old Days

Presented with thirteen job offers in 1978, Ann S. Moore accepted the one in the industry she knew she wanted to be in — magazine publishing. It also happened to be the one offering the lowest salary. “People were astounded with the... View Details

Keywords: Susan Young; Colleges, Universities, and Professional Schools; Educational Services

01 Dec 2013
News

Case Study: Citizen Buffett

Berkshire Hathaway, would no longer invest in newspapers "at any price." "Very smart people looked at Buffett's offer and wondered what he saw in the declining industry that others did not," notes Roy and Elizabeth Simmons Professor... View Details

Keywords: Blagg, Deborah; Publishing Industries (except Internet); Publishing Industries (except Internet)

01 Jun 2020
News

Inside Out

corridors and lobbies). As offices get smaller, a number like 250 square feet per person is becoming more typical. From a salary point of view, in Massachusetts, the gross wages for job titles like advertising sales agent, tax preparer,... View Details

Keywords: Dan Morrell; Corporate, Subsidiary, and Regional Managing Offices; Management

06 Dec 2021
News

New Wave

growing pains. RITE is the first commercially licensed tidal power project in the United States, and reaching that milestone was an odyssey: Smith reckons that the technical challenges, funding crunches, and regulatory hurdles involved in establishing a new View Details

Keywords: Alexander Gelfand; photographed by Chris Sorensen

01 Oct 2000
News

Timothy G. Brier: The Price is Right

predicted that his expertise in the business of flight would one day take him beyond the stratosphere and into cyberspace, and to an important role in the e-commerce revolution. After working in nearly every facet of the airline industry... View Details

Keywords: James E. Aisner

01 Dec 2017
News

Yoga Inc.

global brand advertising campaign called This Is Yoga. The spots include zero yoga as a physical practice. Olympic gold medalist volleyballer Kerri Walsh Jennings, Australian pop artist CJ Hendry, Beijing drummer Shi “Atom” Lu, London... View Details

Keywords: Deborah Halber

01 Apr 1996
News

Technology for Learning's Sake

digital world," elaborates Upton, a Technology and Operations Management professor with a Ph.D. in industrial engineering. The current initiative began with the refitting of the School with an open architecture using Internet-based... View Details

Keywords: by Deborah Blagg; photo by David Zadig

01 Dec 2013
News

Faculty Q&A: Playing the Hits

entertainment executives do is spend a large chunk of all their production and advertising budgets on a small portion of their total output. It can lead to big failures, of course, but it's the best strategy in the long run. When you look... View Details

Keywords: Patrick Kirchner; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services

01 Sep 2020
News

Giving Amazon the Boot

Amazon purchases accounted for about half of the company’s revenue. But Ford quickly discovered the platform wasn’t a perfect fit. In addition to the 18 percent commissions, she had to advertise with the company to ensure her products... View Details

Keywords: Lisa Scanlon Mogolov; Miscellaneous Store Retailers; Retail Trade

25 Aug 2010
News

Games, Parties, Pranks, and Celebrations

as they remained in class when it ran overtime. He recalls skits from 1984A and 1985A, one titled “Benaway” and another an advertising pitch for an ad for HBS featuring Dean McArthur. He also remembers Halloween costume classes, for which... View Details

Keywords: Amusement, Gambling, and Recreation Industries; Amusement, Gambling, and Recreation Industries

25 Feb 2020
News

Case Study: The Credit Bureau

young professionals) select pieces from curated collections on the company’s website—think Scandinavian, mid-century modern, or industrial looks. Within a week, a white-glove team delivers preassembled pieces and arranges the room. When... View Details

Keywords: Jen McFarland Flint; Real Estate

31 Oct 2019
News

Finding an Audience

agreed that the main reason is that people do not know about this. We realized that there were over 100 concerts of classical music in the metropolitan area every month, and they are not advertised in newspapers. “So we started to contact... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

01 Dec 2008
News

A Force for Good

through the Boston medical community, but it set the stage for more major hospital mergers in subsequent years. McArthur served as the founding cochair of the merged entity, Partners HealthCare System, Inc., stepping down in 1996. Jack Connors — cofounder and chairman... View Details

01 Feb 2000
News

The Future Is Now: 21st-Century Business Pondered at HBS Forum

much more connected, pervasive, and easy to use. Greater customization will result, and the consumer will call the shots. "Companies that return power to the consumer will be the ones that thrive," Ballmer said, mentioning online banking and View Details

01 Mar 2004
News

Toy Story

kid-pleasing category of electronic toy. The LeapPad took the dusty, flash-card connotations out of the term “educational toy” and launched a new, highly successful product line of “smart toys.” LeapFrog did what no other new player in the toy View Details

Keywords: Susan Young; toys; Amusement, Gambling, and Recreation Industries; Amusement, Gambling, and Recreation Industries

06 Jul 2015
News

Lights! Camera... Market!

Elberse’s Strategic Marketing in Creative Industries class. Having worked with the class to market a previous film, Gaudet and Pullapilly approached Elberse again in 2012 to advise them on how to find a marketing and distribution partner... View Details

Keywords: Margie Kelley; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries; Motion Picture and Sound Recording Industries

01 Dec 2011
News

Knowing the Score

always wind up being the best operators of a new business. I have been fascinated with ways companies brand themselves ever since my first-year Marketing class. That exposure informed many of my interview questions aimed at exploring ESPN’s near-legendary “This Is... View Details

Keywords: James Andrew Miller; Organizational Behavior; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

01 Sep 2015
News

The Business of Love

among women than men—the name itself is designed to conjure a low-stakes dating world where women are comfortable—but in an industry where it is much more difficult to acquire female users it seems like a good problem to have. Coffee... View Details

Keywords: April White

01 Apr 2002
News

Pamela Thomas Graham

giving advice and not being in the position to actually execute it." Today, as president and CEO of CNBC, the financial news network viewed in almost 200 million households worldwide, the Detroit native's job is all about execution. Her dual role includes overseeing... View Details