Publications

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

By: Youngme E. Moon

Keywords: Advertising Campaigns

10 Jan 2011
Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details

Keywords: by Carmen Nobel; Advertising; Advertising

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States

02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details

Keywords: by James Heskett

November 1990
Case

Eastern Airlines: The ""Fight Back"" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation Industry

February 1974
Case

Listerine Lozenges

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Pharmaceutical Industry

September 1988
Supplement

Reebok Commercials--1988, Video

By: John A. Quelch

Set of seven commercials to accompany Reebok International Ltd. View Details

Keywords: Marketing; Advertising; Apparel and Accessories Industry

June 1995
Case

Citibank Credit Card: Commercials from the Asian-Pacific Region India 1993 Videotape

By: V. Kasturi Rangan

Keywords: Credit; Advertising Campaigns; Banking Industry; Asia; Oceania; India

Educators

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

February 2014
Article

Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers

By: Robert Seamans and Feng Zhu

How do firms respond to entry in multi-sided markets? We address this question by studying the impact of Craigslist, a website providing classified-advertising services, on local U.S. newspapers. We exploit temporal and geographical variation in Craigslist's entry to... View Details

Keywords: Digital Platforms; Market Entry and Exit; Internet and the Web; Newspapers; Advertising; Advertising Industry; Advertising Industry