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  • All HBS Web  (1,932)
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  • February 1973 (Revised June 1973)
  • Case

Listerine Antiseptic (A)

By: Stephen A. Greyser
Keywords: Advertising Campaigns; Pharmaceutical Industry
Citation
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Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
  • 06 Dec 2021
  • News

What's the Word?

Post·cook·ie (adj.) Cookies—those bits of data that track online browsing history and save your passwords—aren’t going anywhere. But third-party cookies that allow a shoe advertisement to follow you from page to page will become a thing... View Details
Keywords: Julia Hanna; illustrations by Martha Rich; Manufacturing; Finance; News, Library, Internet, and Other Services; Information
  • May 2011
  • Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
Citation
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Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
  • 19 May 2020
  • Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

By now, it’s an expected right-of-passage. As you enter credit card information for an online purchase, up pops two familiar words: “Privacy Notice.” Does seeing those words make you more confident about the transaction, knowing that the company will safeguard your... View Details
Keywords: by Michael Blanding; Retail

    David M. Ogilvy

    Though he founded the advertising giant that is best known for its hard-sell approach, Ogilvy himself is known for his creativity and for championing the softer side of advertising. Despite the minimal profits earned by such an approach,... View Details
    Keywords: Services
    • Web

    The High Art of Photographic Advertising: The 1934 National Alliance of Art and Industry Exhibition

    HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions The High Art of Photographic Advertising Introduction Photographic Exhibit Research Links... View Details
    • July 1993
    • Supplement

    Ethics in Marketing

    By: John A. Quelch
    Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details
    Keywords: Marketing Communications; Advertising
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    Quelch, John A. "Ethics in Marketing." Harvard Business School Video Supplement 593-512, July 1993.
    • 02 May 2016
    • Research & Ideas

    Why People Don’t Vote--and How a Good Ground Game Helps

    Democracy has a dirty little secret. Despite the fever pitch over presidential primaries this year, the truth is there are few people actually voting. Before the most recent round of voting, only some 11 percent of eligible Democrats voted in the primaries, and the... View Details
    Keywords: by Michael Blanding; Communications; Public Relations
    • 18 Nov 2019
    • Video

    Adi Godrej

    Adi Godrej, Chair of the India-based consumer products Godrej Group, describes the difficulties... View Details
    • June 1967 (Revised January 1968)
    • Case

    WTS-Pharmacraft: Fresh Deodorant

    By: Walter J. Salmon
    Keywords: Marketing Channels; Marketing Strategy; Advertising
    Citation
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    Salmon, Walter J. "WTS-Pharmacraft: Fresh Deodorant." Harvard Business School Case 513-159, June 1967. (Revised January 1968.)
    • Web

    Photographs & Prints | Baker Library

    Photographs & Prints Our extensive visual collections include photographs, lithographs, engravings, and advertising trade cards and posters. Special Collections & Archives has more than 32,000 photographs, daguerreotypes, and stereographs... View Details
    • 01 Mar 2015
    • News

    Research Brief: Political Capital

    Chung and doctoral student Lingling Zhang compare the efficacy of the two most common forms of campaigning: flooding the airwaves with advertising and building an elaborate get-out-the-vote ground operation. Chung and Zhang looked at... View Details
    Keywords: Janelle Nanos; Executive, Legislative, and Other General Government Support; Government; Advertising, Public Relations, and Related Services; Professional Services

      Bruce Barton

      In 1919, Barton co-founded the advertising agency for which he acted as president. Barton was responsible for helping to develop a more favorable public image for United States Steel after the Steel Strike of 1919. He also created many... View Details
      Keywords: Services
      • November – December 2008
      • Article

      Holding a Mirror up to Marketing

      By: John A. Quelch and Katherine Jocz
      The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details
      Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics
      Citation
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      Quelch, John A., and Katherine Jocz. "Holding a Mirror up to Marketing." Marketing Management 17, no. 6 (November–December 2008): 16–21.
      • 25 Aug 2003
      • Research & Ideas

      Should You Sell Your Digital Privacy?

      It's a startling idea: Instead of relying on regulators to protect our privacy against telemarketers, data miners, and consumer companies, we should capitalize on the value of our personal information and get something of value in return. That is the idea put forward... View Details
      Keywords: by Manda Salls & Sean Silverthorne; Advertising
      • Web

      The High Art of Photographic Advertising: The 1934 National Alliance of Art and Industry Exhibition

      HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions The High Art of Photographic Advertising Introduction Photographic Exhibit Research Links... View Details
      • June 1999
      • Case

      Major League Baseball--1999

      By: Stephen A. Greyser and Elizabeth (Lisa) Smyth
      Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details
      Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment
      Citation
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      Related
      Greyser, Stephen A., and Elizabeth (Lisa) Smyth. "Major League Baseball--1999." Harvard Business School Case 599-121, June 1999.
      • 01 Dec 2007
      • News

      Faculty Research Online

      HBS Working Knowledge is an online forum for innovation in business practice, offering a first look at new thinking from HBS faculty. Read the complete articles summarized below by visiting their Web links. Broadband: Remaking the View Details
      Keywords: Arts, Entertainment; Finance; Broadcasting (except Internet); Information; Data Processing, Hosting, and Related Services; Information; Manufacturing
      • Career Coach

      Laurie Matthews

      of change. Her approach to coaching is based on 20+ years as an advertising agency account leader in New York City and her prior years as a teacher and counselor.  Laurie is now a Director in CPD and oversees relationships with 300+... View Details
      Keywords: Consumer Products; Entrepreneurship; Hospitality; Retail
      • 26 Jun 2007
      • First Look

      First Look: June 26, 2007

      forecasting processes, while also trying to prepare for unexpected urgent orders and natural disasters. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=107018 Google Advertising Harvard Business School... View Details
      Keywords: Martha Lagace
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