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June 2013
Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira

This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details

Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry

31 May 2012
Working Paper Summaries

Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency

Keywords: by Alvin J. Silk; Advertising

2004
Chapter

Cost Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt

Keywords: Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Advertising Industry

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Web

Industry Information - Alumni

Careers Industry Information Careers Industry Information Want to know the latest in your respective industry? Are you researching before a big interview? We've compiled resources to help you stay current. +... View Details

2012
Working Paper

Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency

By: Alvin J. Silk

What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts in interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details

Keywords: Advertising; Service Delivery; Competition; Conflict of Interests; Policy; Practice; Advertising Industry; United States

February 26, 2003
Article

Consumers' Reports on the Health Effects of Direct-To-Consumer Drug Advertising

By: Joel S. Weissman, David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman and Robert Leitman

Keywords: Customers; Advertising; Health; Pharmaceutical Industry

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July 1993
Supplement

Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

By: V. Kasturi Rangan

Keywords: Advertising; Corporate Strategy; Advertising Industry

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September 2014
Case

Victors & Spoils: 'Born Open'

By: Karim R. Lakhani and Michael L. Tushman

Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details

Keywords: Advertising Agency; Marketing; Crowdsourcing; Open Innovation; Growth; Acquisitions; Advertising; Advertising Campaigns; Digital Marketing; Acquisition; Innovation and Invention; Advertising Industry; United States

May 1992
Teaching Note

Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A) and (B), Teaching Note

By: Nitin Nohria

Keywords: Advertising Industry

1991
Chapter

Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond

By: J. A. Deighton, L. F. Alwitt and J. Grimm

Keywords: Advertising Campaigns; Political Elections; Relationships; Attitudes; Advertising Industry

April 2018
Teaching Plan

NBCUniversal Telemundo: Transforming Latino Television

By: Henry McGee

Teaching Plan for HBS No. 318-018. View Details

Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Digital Marketing; Telecommunications Industry; Telecommunications Industry; Miami

fall 1994
Article

Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms

By: A. J. Silk and E. R. Berndt

Keywords: Cost; Markets; Advertising; Product; Advertising Industry

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05 Jun 2019
Blog Post

Exploring the Beauty Industry through an Independent Project

completed an Independent Project under the guidance of a professor. In recent years, the beauty industry has fundamentally changed – incumbents are being disrupted by direct-to-consumer brands, customer data is being used to deliver a... View Details

2003
Other Unpublished Work

Scale and Scope Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt

Keywords: Globalized Firms and Management; Advertising; Marketing; Advertising Industry

February 1996
Teaching Note

Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

By: V. Kasturi Rangan

Keywords: Environmental Sustainability; Advertising Campaigns; Advertising Industry

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

March 2013
Case

Grupo ABC and Nizan Guanaes's Path from Brazil to the World

By: Rosabeth Moss Kanter, Gustavo Herrero and Ricardo Reisen De Pinho

Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the top 10 by 2015. Grupo ABC thrived by identifying national (Brazilian) challenges and incorporating... View Details

Keywords: Management; Global Business; Advertising Agency; Opportunities; Globalized Firms and Management; Advertising; Global Strategy; Business Strategy; Digital Marketing; Advertising Industry; Brazil

Other Article

Online Discounting: Who is Leading the Race to the Bottom?

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

A short review of the finidings in: Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. View Details

Keywords: Pricing; Price Policies; Pricing Policies; Discounting; Retailing; Retailing Industry; Minimum Advertised Price; Ecommerce; E-Commerce Strategy; Price; Distribution Channels; Distribution; Digital Marketing; E-commerce; Retail Industry; Retail Industry; Retail Industry; United States

September 2014
Case

Havas: Change Faster

By: Karim R. Lakhani and Michael L. Tushman

As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details

Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Advertising Industry

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