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Show Results For
- All HBS Web
(1,975)
- News (346)
- Research (1,263)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
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- June 2014 (Revised August 2014)
- Case
BuzzFeed — The Promise of Native Advertising
Oberholzer-Gee, Felix. "BuzzFeed — The Promise of Native Advertising." Harvard Business School Case 714-512, June 2014. (Revised August 2014.)
- 12 Oct 1999
- Research & Ideas
Media Metamorphosis: Advertising in the Technology Age
In 1998, Internet advertising revenue passed the $1 billion mark, more than double its 1997 level. Indeed, although the Internet entered the media fray barely four years ago, its revenues from national View Details
- March 2012
- Article
Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines
By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Corporate Disclosure; Online Advertising; Measurement and Metrics; Internet; Search Technology; Education; Labels
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Information Economics and Policy 24, no. 1 (March 2012): 75–89.
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
It probably won't shock you that the most popular YouTube video in the past month was "Gentleman," the latest hit from South Korean rapper PSY, whose "Gangnam Style" is the most-watched video of all time. More surprising: among the other most-watched videos was an... View Details
- December 2022
- Article
When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly
By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona
A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,... View Details
Lauga, Dominique Olié, Elie Ofek, and Zsolt Katona. "When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly." Journal of Marketing Research (JMR) 59, no. 2 (December 2022): 1252–1265.
- 1994
- Book
Cases in Advertising and Promotion Management
By: John A. Quelch and Paul Farris
Quelch, John A., and Paul Farris. Cases in Advertising and Promotion Management. 4th ed. Burr Ridge, IL: Irwin, 1994.
- 1987
- Book
Cases in Advertising and Promotion Management
By: John A. Quelch and Paul Farris
Quelch, John A., and Paul Farris. Cases in Advertising and Promotion Management. 2nd ed. Plano, TX: Business Publications, Inc., 1987.
- 2002
- Working Paper
Risk Aversion and Apparently Persuasive Advertising
By: Bharat Anand and Ron Shachar
- 18 Dec 2008
- Working Paper Summaries
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
- 09 Nov 2010
- Working Paper Summaries
The Unbundling of Advertising Agency Services: An Economic Analysis
- 06 Jan 2021
- Working Paper Summaries
Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?
- 1999
- Article
Managing Advertising and Promotion for Long-Run Profitability
By: Kamel Jedidi, Carl F. Mela and Sunil Gupta
Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.)
- 25 Jun 2015
- Working Paper Summaries
Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services
- June 2002
- Article
Intermedia Substitutability and Market Demand by National Advertisers
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability and Market Demand by National Advertisers." Review of Industrial Organization 20, no. 4 (June 2002): 323–348.
- 2015
- Working Paper
Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services." Harvard Business School Working Paper, No. 15-093, June 2015.
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords: Advertising
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse