Advertising - Publications - Faculty & Research

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

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

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05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

November 1991 (Revised October 1993)
Supplement

British Airways: ""Go for It, America!"" Promotion (B)

By: Stephen A. Greyser

Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details

Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry

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spring 2001
Article

Banner Advertising: Measuring Effectiveness and Optimizing Placement

By: John Deighton and Lee Sherman

Keywords: Advertising; Measurement and Metrics

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29 May 2007
First Look

First Look: May 29, 2007

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=507077 PublicationsThe Impact of Direct-to-Consumer Advertising in Orthopaedics Authors:Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville,... View Details

Keywords: Martha Lagace

September 2001 (Revised June 2004)
Case

Cafe de Colombia

By: Rohit Deshpande and Alexandra de Royere

Discusses sustaining brand equity after a highly successful commodity-product branding ad campaign. View Details

Keywords: Globalization; Brands and Branding; Advertising Campaigns; Product; Goods and Commodities; Colombia

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Seen and Unseen | Baker Library | Bloomberg Center | Harvard Business School

Harvard Business School Virtual Tour This exhibition explores representations of Native Americans in the popular imagination through a selection of advertising trade cards, currency, illustrations, and sculpture from Baker Library Special... View Details

Jerry Della Femina

Della Femina was part of a new breed of executives that shook up the staid world of advertising in the late sixties. Wildly creative and eccentric, Della Femina pushed the envelope of provocative advertising... View Details

Keywords: Services

Stanley B. Resor

Though his wife Helen was the creative genius behind JWT’s ad campaigns, Resor was a pioneer in the business of advertising. Under his leadership, JWT became a leader, not only in print advertising, but also in radio advertising and... View Details

Keywords: Services

14 Jun 2016
News

Why HBS Teaches Students About Whaling

Thomas J. Burrell

Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the largest black-owned advertising agency in the United States. He... View Details

Keywords: Services

November 2016
Case

But, It's For a Good Cause

By: Elizabeth Keenan and John Gourville

Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of... View Details

Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability

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Educators

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

20 Aug 2018
Research & Ideas

Bargain Hunters Beware: A Store's 'Original Price' Might Not Be After All

PeopleImages Sale! Even the word is enough to send a flutter through the hearts of certain shoppers, who salivate in anticipation of scoring a discount off a product’s original price. Few consumers stop to think, however, that the only way they know they are getting a... View Details

Keywords: by Michael Blanding; Advertising; Advertising

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

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May 1987 (Revised May 1991)
Case

Crafted with Pride in U.S.A. Council

By: Stephen A. Greyser

Keywords: Advertising; United States

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Knight founded Nike by capitalizing on the fitness craze of the 1970s and 1980s. Through skillful advertising and innovative product development, Knight was able to build a billion dollar business in ten years. View Details

Keywords: Fabric & Apparel

Web

Cookie Information | HBS Online

parties to provide advertising tailored to your interests on other websites, apps and services you visit. Pixel tags (also called web beacons clear GIFs) are typically invisible tags placed on certain pages of the Services but not on your... View Details