advertising - Publications - Faculty & Research

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

million every four years just for the privilege of using The Rings in their advertising—with hundreds of millions more spent on the advertising campaigns themselves. They aren't the only ones banking on Olympic success. NBC, which paid... View Details

Keywords: by Michael Blanding; Advertising; Advertising

September 2013 (Revised August 2015)
Background Note

Leadership and Teaming

By: Ethan Bernstein

Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail... View Details

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Research Summary

Clinical Trials as a setting for Health Policy and Management Research

The clinical trial marketplace is in flux. A decade ago, pharmaceutical firms almost exclusively conducted the study of their novel drug compounds within major academic medical centers. But today, industry-sponsored clinical trials are increasingly using community... View Details

13 Feb 2017
Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

For business executives trying to decide where exactly in the digital realm to invest their advertising dollars, new research indicates that paid search ads on review sites such as Yelp can be a good way to go—at least for small,... View Details

Keywords: by Dina Gerdeman; Food & Beverage

November 2005 (Revised December 2016)
Case

Bally Total Fitness (A): The Rise, 1962–2004

By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth

From a single, modest club in 1962, Bally Total Fitness had grown to become—in management’s words—the “largest and only nationwide commercial operator of fitness centers” in the United States in 2004. Bally had faced its share of challenges, but the last couple of... View Details

Keywords: Bally Total Fitness; Fitness; Gyms; Health Clubs; Chain; Securities And Exchange Commission; Paul Toback; Weight Loss; Exercise; Contracts; Personal Training; Retention; Accounting; Accounting Audits; Accrual Accounting; Finance; Advertising; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Satisfaction; Public Equity; Financing and Loans; Revenue; Revenue Recognition; Geographic Scope; Multinational Firms and Management; Health; Nutrition; Business History; Lawsuits and Litigation; Management; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Delivery; Service Operations; Public Ownership; Problems and Challenges; Business and Shareholder Relations; Business Strategy; Competition; Corporate Strategy; Expansion; Segmentation; Trends; Cost Management; Profit; Growth and Development; Leadership Style; Five Forces Framework; Private Ownership; Opportunities; Motivation and Incentives; Competitive Strategy; Health Industry; United States; Illinois; Chicago

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17 Dec 2008
Lessons from the Classroom

‘Ted Levitt Changed My Life’

executive might as well pack his attaché case and go fishing. If an organization does not know or care where it is going, it does not need to advertise that fact with a ceremonial figurehead. Everybody will notice it soon enough." In... View Details

Keywords: by Julia Hanna; Education; Retail

09 Jun 2015
Sharpening Your Skills

Sharpening Your Skills: Social Media

into creating the world's largest pop star? A case study by Anita Elberse examines the strategic marketing choices that created a global brand. To Read More: ARTICLES Advertisers Get Serious About Playing With Their Brands Playing with... View Details

Keywords: Re: Multiple Faculty; Advertising

04 May 2016
What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

this matter was handled? What would you have done differently? Why? What do you think?--JH. References: Dina Gerdeman, Advertisers Get Serious About Playing With Their Brands,Harvard Business School Working Knowledge, hbswk.hbs.edu, May... View Details

Keywords: by James Heskett; Advertising

06 Mar 2017
Research & Ideas

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

Online, consumers are more likely to buy when a product grouping display contains like items. Source: Mik22 In online retail displays, items pictured next to your product may make or break a decision to buy that product, according to results of a new study by Uma R.... View Details

Keywords: by Dina Gerdeman; Advertising; Advertising

November 1993 (Revised December 1993)
Case

Saatchi & Saatchi/WPP Group

By: David F. Hawkins

Keywords: Advertising; Accounting; Advertising Industry

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February 1991 (Revised April 1992)
Teaching Note

New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note

By: V. Kasturi Rangan

Teaching Note for (9-590-036), (9-590-037), (9-590-105), and (9-590-106). View Details

Keywords: Health Disorders; Advertising Campaigns; Advertising Industry

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February 2009 (Revised June 2014)
Teaching Note

Ad Classification at Right Media

By: Benjamin Edelman

Teaching Note for [909032]. View Details

Keywords: Advertising; Technology; Advertising Industry

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13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The ticket sales are a mere fraction... View Details

Keywords: by Thales Teixeira; Sports

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

stevanovicigor In 2016, the National Environmental Research Council (NERC), a quasi-governmental agency in the United Kingdom, decided it would be fun to let the public vote online to name the country’s newest research vessel. The agency was less pleased when it saw... View Details

Keywords: by Michael Blanding; Advertising

April 2015
Case

Who Owns the Whale?

By: Thales S. Teixeira and David E. Bell

Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at... View Details

Keywords: Whaling; Attribution; Norms-of-ownership; Transaction Costs; Deadweight Losses; Free-rider Problem; Advertising; History; Advertising Industry; North America; Europe

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25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, digital communications promises to... View Details

Keywords: by Peter K. Jacobs

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several billion dollars a year to View Details

Keywords: by Manda Salls

April 1995
Case

USAir "Letters to Travelers" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation; Advertising Industry; Advertising Industry

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June 1989 (Revised May 1993)
Supplement

Rossin Greenberg Seronick & Hill, Inc. (B)

By: John A. Quelch

Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details

Keywords: Ethics; Marketing Communications; Advertising; Crisis Management; Advertising Industry

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14 Nov 2005
Research & Ideas

How Can Start Ups Grow?

published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... View Details

Keywords: by Sarah Jane Gilbert; Advertising

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Can Putin Score Olympic Gold?

Leadership and Teaming

Clinical Trials as a setting for Health Policy and Management Research

Paid Search Ads Pay Off for Lesser-Known Restaurants

Bally Total Fitness (A): The Rise, 1962–2004

‘Ted Levitt Changed My Life’

Sharpening Your Skills: Social Media

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

Saatchi & Saatchi/WPP Group

New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note

Ad Classification at Right Media

World Cup Soccer: 770 Billion Minutes of Attention

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Who Owns the Whale?

Cyber-Marketing: Scouting the Digital Communications Frontier

Bypass Marketing: Are Docs Influenced?

USAir "Letters to Travelers" Campaign

Rossin Greenberg Seronick & Hill, Inc. (B)

How Can Start Ups Grow?