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    James W. Thompson

    Though the firm JWT was incorporated in 1896, Thompson began revolutionizing the advertising industry in 1898. Seeing that women were becoming the primary household shoppers and that grouping magazines together as a unit would be more... View Details
    Keywords: Services

      Will K. Kellogg

      Kellogg invented corn flakes and created a breakfast cereal empire. Practicing pioneering advertising techniques, he managed to change the American breakfast style. Today, the Kellogg Company carries on the tradition of innovative View Details
      Keywords: Food & Tobacco

        Michel C. Bergerac

        Bergerac devoted his energies to increasing the distribution of the company’s core cosmetics lines, which were suffering at the hands of fierce competition. Marketing and advertising schemes became more elaborate but paid off for Revlon,... View Details
        Keywords: Personal Care & Home Products

          Richard R. Deupree

          In 1930, Deupree was the first individual not of the Procter or Gamble names to head the company. Under Deupree’s leadership, the company became the country’s leading seller of consumer products. Deupree also put Procter & Gamble on the path toward becoming the... View Details
          Keywords: Personal Care & Home Products

            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
            • December 2004 (Revised October 2005)
            • Case

            Hasbro Games -- POX (A)

            By: David B. Godes and Elie Ofek
            Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
            Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
            Related
            • 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
            Related
            • 31 Mar 2014
            • News

            Encouraging Niche Content in an Ad-Driven World

            Keywords: Advertising, Public Relations, and Related Services; Professional Services
            • 23 Nov 2010
            • First Look

            First Look: November 23

            psychology and ethical decision making. Read the paper: http://www.francescagino.com/uploads/4/7/4/7/4747506/caruso_gino_cognition_2011.pdf The Design of Online Advertising Markets Author: Benjamin G. Edelman Publication: In The Handbook... View Details
            Keywords: Sean Silverthorne
            • 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
            Related
            • February 2020
            • Teaching Note

            Theranos: Who Has Blood on Their Hands? (A) and (B)

            By: Nien-he Hsieh and Christina R. Wing
            Teaching Note for HBS Nos. 619-039 and 320-091. View Details
            Keywords: Health Testing and Trials; Corporate Accountability; Organizational Culture; Misleading and Fraudulent Advertising; Crime and Corruption; Lawsuits and Litigation; Medical Devices and Supplies Industry; California; United States
            Related
            • 18 Mar 2014
            • News

            The Oz of Data Opens the Curtain

            Scott Howe Nineteenth-century Philadelphia retailer John Wanamaker famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Nearly 150 years later, Scott Howe (MBA 1994), president and CEO... View Details
            Keywords: Robert S. Benchley; Data Processing, Hosting, and Related Services; Information
            • 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
            Related
            • Career Coach

            Sarah Sikowitz

            has 15+ years' experience in digital media, marketing and advertising, most recently as Principal Analyst for Forrester Research, covering marketing, advertising and innovation firms. Sarah enjoys partnering with students and alumni on... View Details
            • 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
            Related
            • 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
            Related
            • 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
            Related
            • 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
            Related
            • Web

            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