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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

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

Video

Patrick Chalhoub

Patrick Chalhoub, CEO of Dubai-based luxury retailer Chalhoub, discusses how his business in the 1980s identified the luxury brands it sold in the region, and how the family developed the first Concept... View Details

January 2009
Teaching Note

Obama versus Clinton: The YouTube Primary (TN)

By: John A. Deighton and Leora Kornfeld

Teaching Note for [509032]. View Details

Keywords: Internet and the Web; Media; Political Elections; Advertising Campaigns

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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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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

Fast Answer

Advertising: rates/costs

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

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

Read Now

May 2004 (Revised April 2005)
Case

United States Army

By: Rajiv Lal and Laura Coleman

After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details

Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States

Citation

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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

Citation

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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

April 1978
Case

FTC and Listerine Antiseptic

By: Stephen A. Greyser

Keywords: Business and Government Relations; Misleading and Fraudulent Advertising; Pharmaceutical Industry

Citation

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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

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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

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

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

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

Eldridge R. Johnson

Johnson became a leader in the phonograph industry by introducing a number of technical innovations. He established a strong reputation for quality music and implemented an extremely effective advertising program, which ensured his... View Details

Keywords: Fabricated Goods

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

In a recent op-ed piece for the Sunday London Times, Harvard Business School professor John Quelch warned that popular U.S. brands could be in for a rough ride overseas should anti-American sentiment grow over President Bush's handling of Iraq. In this e-mail... View Details

Keywords: by Sean Silverthorne

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