Publications

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April 2008 (Revised February 2010)
Teaching Note

Microsoft adCenter

By: Peter A. Coles and Benjamin Edelman

Teaching Note for [908049]. View Details

Keywords: Technology; Advertising; Software; Information Technology Industry

Proctor launched the first adverting agency owned and managed by an African-American woman in 1970. She gained a strong reputation for integrity by refusing to accept assignments for objectionable products and advertising that demeaned... View Details

Keywords: Services

01 Oct 2002
News

Thinking Outside the Centerfold

Hicks: showcasing cars, marketing "Truth." Photo courtesy Jeff Hicks With a slumping economy and an increasing number of communications outlets competing for diminishing advertising dollars, media companies have had to give ground to... View Details

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

May 2017
Case

Promontory, Inc.

By: Frank V. Cespedes and Amy Handlin

Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales... View Details

Keywords: Salesforce Management; Marketing Strategy; Customization and Personalization; Business Model; Sales; Advertising Industry

March 2009
Teaching Note

Publicis Groupe 2009: Toward a Digital Transformation (TN)

By: Rosabeth M. Kanter and Matthew Bird

Teaching Note for [309085]. View Details

Keywords: Transition; Mergers and Acquisitions; Problems and Challenges; Globalization; Expansion; Organizational Change and Adaptation; Business Model; Advertising Industry

March 2006 (Revised February 2007)
Case

Massive Incorporated (B)

By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston

Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry

July 2002
Case

Bradley Marquez: Reduction in Force (B)

By: Thomas J. DeLong and Vineeta Vijayaraghavan

Supplements the (A) case. View Details

Keywords: Resignation and Termination; Employees; Advertising Industry

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

Find at Harvard

Keywords: Advertising

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

problems like advertising auctions and market design. The accelerating phenomenon has given rise to a new field within economics called the economics of digitization. Research from the field is quickly finding its way into practice,... View Details

Keywords: by Roberta Holland; Technology; Education

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

January 1996 (Revised January 1996)
Teaching Note

Colonial Broadcasting Co. TN

By: Arthur Schleifer Jr. and George Wu

Teaching Note for (9-894-011). View Details

Keywords: Contracts; Advertising; Television Entertainment; Entertainment and Recreation Industry; United States

31 Mar 2014
News

Encouraging Niche Content in an Ad-Driven World

Keywords: Advertising, Public Relations, and Related Services; Professional Services

April 2011
Teaching Note

Neck & Neck: Leveraging the Club Neck Information (TN)

Teaching Note for 111112. View Details

Keywords: Budgets and Budgeting; Knowledge Use and Leverage; Profit; Planning; Advertising Campaigns; Mathematical Methods; Apparel and Accessories Industry; Retail Industry