Publications

Educators

Article

What We See Makes Us Who We Are: Ad Typicality as a Source of Elicited Distinctiveness

By: Mark Forehand and Rohit Deshpandé

Keywords: Advertising

May 1987 (Revised May 1991)
Case

Crafted with Pride in U.S.A. Council

By: Stephen A. Greyser

Keywords: Advertising; United States

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; 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

April 1994
Supplement

Planet Reebok (B)

By: John A. Quelch

Supplements Planet Reebok (A). View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

May 2020 (Revised July 2020)
Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details

Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America

Lawrence built one of the fastest growing advertising agencies in the 20th century, earning billings of over $100 million in less than five years. She broke the conventional mold of television advertising by... View Details

Keywords: Services

01 Oct 1998
News

Short Takes

recently published in the Journal of the American Medical Association, HBS assistant professor Charles King III investigates whether, indeed, cigarette companies advertise to magazine readers between the ages of 12 and 17. As King and... View Details

Keywords: Eileen K. McCluskey

01 Apr 2000
News

Getting the Message

billboard-shaped notices -- about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details

Keywords: Susan Young

May 1988
Case

Capital Cities/ABC, Inc: Spot Sales

By: Frank V. Cespedes

Keywords: Advertising; Strategy; Marketing; Media and Broadcasting Industry

April 2015
Case

Who Owns the Whale? (Abridged)

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; United States; United Kingdom

Educators

Video

Patrick Chalhoub

Patrick Chalhoub, CEO of Dubai-based luxury retailer Chalhoub, explains the national differences between markets for luxury products in the Gulf.

View Details

Fast Answer

Advertising: rates/costs

Where can I find typical advertising costs in various media? Use the View Details

28 Jan 2015
Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

New research from Harvard Business School shows that mass advertising is better at swaying undecided consumers while face-to-face personal selling is more suited at closing the deal for those already leaning toward a particular product.... View Details

Keywords: by Dina Gerdeman

June 2014
Article

Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak

By: Benjamin Edelman

Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details

Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry