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  • All HBS Web  (17,991)
    • People  (25)
    • News  (3,203)
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  • 1983
  • Book

Cases in Advertising and Promotion Management

By: John A. Quelch and Paul Farris
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Quelch, John A., and Paul Farris. Cases in Advertising and Promotion Management. Plano, TX: Business Publications, Inc., 1983. (2nd edition, 1987. 3rd edition, Homewood, Ill.: Richard D. Irwin, Inc., 1991. 4th edition, Burr Ridge, Ill.: Richard D. Irwin, Inc., 1994.)
  • December 1992
  • Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
  • November 1992 (Revised April 1995)
  • Case

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

By: V. Kasturi Rangan and Jayne D. Kramer
In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details
Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare
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Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
  • 2015
  • Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang
We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details
Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States
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Chung, Doug J., and Lingling Zhang. "Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections." Harvard Business School Working Paper, No. 15-095, June 2015. (Revised December 2015.)
  • 2024
  • Working Paper

Consumer Inertia and Market Power

By: Alexander MacKay and Marc Remer
We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in... View Details
Keywords: Consumer Inertia; Market Power; Dynamic Competition; Demand Estimation; Consumer Behavior; Markets; Performance; Competition; Price
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MacKay, Alexander, and Marc Remer. "Consumer Inertia and Market Power." Harvard Business School Working Paper, No. 19-111, April 2019. (Revised January 2024. Direct download.)
  • September 2005 (Revised April 2006)
  • Background Note

Market Segmentation, Target Market Selection, and Positioning

By: Miklos Sarvary and Anita Elberse
Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details
Keywords: Marketing Strategy; Product Positioning; Markets
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Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.)
  • 2002
  • Working Paper

Risk Aversion and Apparently Persuasive Advertising

By: Bharat Anand and Ron Shachar
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Anand, Bharat, and Ron Shachar. "Risk Aversion and Apparently Persuasive Advertising." Harvard Business School Working Paper, No. 02-099, June 2002.
  • March 1991 (Revised June 1993)
  • Case

Chevron Corp.: Corporate Image Advertising

By: John A. Quelch
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details
Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States
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Quelch, John A. "Chevron Corp.: Corporate Image Advertising." Harvard Business School Case 591-005, March 1991. (Revised June 1993.)
  • 27 Oct 2010
  • News

Advertisers Gamble on World Series

  • January 2018 (Revised February 2018)
  • Technical Note

Making Markets

By: Thomas R. Eisenmann and Scott Duke Kominers
Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that... View Details
Keywords: Marketplaces; Two-Sided Markets; Entrepreneurship; Market Design; Digital Platforms; Marketplace Matching; Market Participation; Market Transactions; Market Entry and Exit; Digital Platforms; Auctions
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Eisenmann, Thomas R., and Scott Duke Kominers. "Making Markets." Harvard Business School Technical Note 818-096, January 2018. (Revised February 2018.)
  • January 1997 (Revised February 1997)
  • Case

Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign

By: David J. Arnold and Robert J. Dolan
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Arnold, David J., and Robert J. Dolan. "Marketing a President: Advertising in the 1996 U.S. Presidential Election Campaign." Harvard Business School Case 597-069, January 1997. (Revised February 1997.)
  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Citation
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
  • Research Summary

Social Marketing and Cause Marketing

By: V. Kasturi Rangan
Rangan is studying the role of marketing in influencing social change by focusing on the adoption of social products and ideas such as family planning, economic development, drug abuse prevention, health care, and recycling. Rangan is attempting to determine how social... View Details
  • January 2019 (Revised December 2020)
  • Module Note

Market Attractiveness

By: Ashish Nanda
As a strategist, you must understand and calibrate the environment in which your organization operates. How generous or challenging is the environment? What forces drive the munificence or sparseness of your environment? How are those forces changing, and what is their... View Details
Keywords: Market Attractiveness; Markets; Situation or Environment; Strategy
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Nanda, Ashish. "Market Attractiveness." Harvard Business School Module Note 719-467, January 2019. (Revised December 2020.)
  • 18 Sep 2008
  • Working Paper Summaries

The Internalization of Advertising Services: An Inter-Industry Analysis

Keywords: by Sharon Horsky, Steven C. Michael & Alvin J. Silk; Advertising
  • 22 Jan 2020
  • News

Alcohol Trends and Super Bowl Political Advertising

  • 18 Jul 2023
  • Interview

Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More

By: Jeffrey F. Rayport and Doug Levin
This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to... View Details
Keywords: Scaling And Growth; Start-up; Diversity; Equity; Inclusion; Technology; Business Startups; Product Marketing; Business Growth and Maturation
Citation
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"Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More." Lessons from a Startup Life (podcast), July 18, 2023.
  • 2021
  • Working Paper

The Origins of CE Marking: Standards, Business, and the European Market in the 1980s–1990s

By: Grace Ballor
Many products—from consumer electronics to machinery to children’s toys—bear the CE Mark, the symbol of conformity to the ‘essential requirements’ of European standards governed by the process of CE Marking. This working paper traces the development of the system of... View Details
Keywords: Business And Government; Market Liberalization; Standards; Markets; Trade; Integration; Business History; Globalization; Business and Government Relations; Europe; European Union
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Ballor, Grace. "The Origins of CE Marking: Standards, Business, and the European Market in the 1980s–1990s." Harvard Business School Working Paper, No. 21-142, June 2021.
  • December 1980 (Revised February 1982)
  • Case

Fieldcrest: Cooperative Advertising

By: Stephen A. Greyser
Keywords: Advertising
Citation
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Greyser, Stephen A. "Fieldcrest: Cooperative Advertising." Harvard Business School Case 581-094, December 1980. (Revised February 1982.)
  • 20 Feb 2018
  • Working Paper Summaries

Stock Market Returns and Consumption

Keywords: by Marco Di Maggio, Amir Kermani, and Kaveh Majlesi; Financial Services
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