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- All HBS Web
(1,928)
- News (346)
- Research (1,270)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
Cyrus H. K. Curtis
Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for target... View Details
Keywords: Publishing & Print Media
- Web
Special Collections & Archives | Baker Library
member of the NYSE. Advertising Ephemera More than 8,000 trade cards representing the full range of products and businesses advertised through this medium from the 1870s through the 1890s. Exhibits See all... View Details
- 01 Sep 2008
- News
Negative Ad Power
Political candidates are often said to be marketed just like consumer products. But there’s a big difference. Consumer marketers such as Coke and Pepsi or Toyota and Ford focus on building up their brand, not on tearing down their opponent. Negative View Details
Charles H. Steinway
Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took control of the European... View Details
Keywords: Fabricated Goods
William M. Rosson
Shunning critics, Rosson introduced two new smokeless tobacco products in the early eighties – Hawken moist snuff and Levi Garrett shredded tobacco. Through targeted advertising and promotions, these products went on to capture 25% of the... View Details
Keywords: Food & Tobacco
William Wrigley, Jr.
in eccentric advertising schemes as well as in the creation of new flavors, most notably the Spearmint flavor. Though sales were initially slow, the product soon became very popular in the United States, and later spread around the world,... View Details
Keywords: Food & Tobacco
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details
- September 1992 (Revised October 1995)
- Case
Exxon: Communications After Valdez
By: Stephen A. Greyser and Nancy Langford
Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
Philip K. Wrigley
halted production, he continued his father’s trend of quirky advertising schemes, allowing the gum to rise to extreme levels of popularity in the post-war years. View Details
Keywords: Food & Tobacco
Adolphus W. Green
Green was instrumental in organizing over 40 Midwestern bakeries to form the National Biscuit Company in 1898, which became the basis for the present day Nabisco. When Green organized the firm, its only product was a cracker, the Uneeda biscuit. Green introduced new... View Details
Keywords: Food & Tobacco
- 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
- April 2011
- Teaching Note
Neck & Neck: Leveraging the Club Neck Information (TN)
Teaching Note for 111112. View Details
- August 2020 (Revised January 2021)
- Supplement
Facelift at Olay (B)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details
Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.)
- 08 Dec 2009
- First Look
First Look: Dec. 8
Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details
Keywords: Martha Lagace
Richard J. Reynolds
increased their popularity by giving them away to World War I soldiers, one of the many advertising schemes that grew Camel into one of the most popular cigarette brands. View Details
Keywords: Food & Tobacco
Helen R. Reid
Working at the newspaper since 1918, Reid was instrumental in expanding the Tribune’s advertising revenue, circulation, and editorial content. She played a major role in promoting women within the organization, and by the forties, the... View Details
Keywords: Publishing & Print Media
- Portrait Project
Mora Segal
"When I grow up, I am going to be a judge, a senator... or maybe even president! Oh no you're not, little girl..." When I was seven years old my picture appeared in an advertisement in Newsweek for the National Organization for... View Details
Howard L. Clark
advertising campaign “Do you know me?” and later, “Don’t leave home without it.” By the time Clark retired in 1977, the company had grown to include over 650 offices in more than 100 countries, with over 8 million cardholders. View Details
Keywords: Finance
- 10 Sep 2024
- Blog Post
Leading with Creative Problem Solving: Ron Kurtz (MBA 1967)
As a youngster, I used to create “stores” in my driveway, selling things to other neighborhood kids. It was an entrepreneurial inclination fostered by growing up in a family that owned retail stores and enjoyed telling stories of their sales. View Details
Keywords: All Industries
- 10 Sep 2024
- Blog Post
Leading with Creative Problem Solving: Ron Kurtz (MBA 1967)
stores and enjoyed telling stories of their sales. Advertising was a popular career with a certain amount of glamour in the 1950s and 1960s. I, too, liked the thought of developing ideas that would motivate consumers. As an undergrad at... View Details