Television Advertising - Publications - Faculty & Research

13 Nov 2013
Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

percent of Porsche-driving television and movie characters have been male. SUVs, however, are commonly associated with women drivers. To gauge the effect of the change among loyal Porsche owners, Avery analyzed online conversations among... View Details

Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto

Web

Impact of the New Medium - Edwin H. Land & Polaroid | Harvard Business School

Casselman sagely noted, "This is the first camera in history that can be completely demonstrated—and history shows that it's the demonstration that clinches the sale— providing it's a good one!" 70 An early advertiser on television,... View Details

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

users and also spreads its content by algorithm. YouTube mainstreamed user-generated content, which had a vibe so different from television that the measurement services did not count YouTube as TV. Although much of its content is longer,... View Details

Keywords: by John Deighton and Leora Kornfeld

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios Gangnam-style. But at a whopping $3.7 million per 30-second spot, perhaps... View Details

Keywords: by Kim Girard; Advertising; Advertising

25 Oct 2022
Research & Ideas

Is Baseball Ready to Compete for the Next Generation of Fans?

New York Yankee slugger Aaron Judge, would surpass the $10.7 billion it reported in 2019—the last full season before pandemic interruptions. The league also signed new TV contracts with ESPN and TBS before this season, and next year will allow teams to display View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Media & Broadcasting; Sports

August 2022 (Revised March 2023)
Case

Pricing at Netflix: The Sequel

By: Elie Ofek and Amy Klopfenstein

This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022.... View Details

Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Advertising Industry; Advertising Industry; North and Central America; United States

Citation

Educators

Purchase

October 2009 (Revised June 2010)
Case

Hulu: An Evil Plot to Destroy the World?

By: Anita Elberse and Sunil Gupta

In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details

Keywords: Advertising; Business Model; Television Entertainment; Distribution Channels; Service Operations; Internet and the Web; Media and Broadcasting Industry; Motion Pictures and Video Industry

Citation

Educators

Purchase

Web

The 20th Century Zeitgeist - Leadership

infections Synthetic rubberx Influence: High 50 1950 s 19 Television sales expand dramatically Transistors used in portable radios and calculators Influence: Medium-High 60 1960 s 19 Man walks on the moon Color TV market grows Microchips... View Details

Web

US Business Immigration Overview - Alumni

achievement in the motion picture and television industries. This classification is obtained by demonstrating to the USCIS that the individual has sustained national or international acclaim. As this category is highly selective, it is a... View Details

Web

Industry Information - Alumni

entertainment and media. Hollywood Reporter Get the latest news on the entertainment industry with the Hollywood Reporter. This site covers all aspects of the entertainment sector including music, movies, television and publishing.... View Details

01 Aug 1998
News

High Honors

an entrepreneur. With several other HBS graduates, he undertook a decidedly low-tech startup: plastic phone book covers to carry local advertisements in Massachusetts. The company, the National Merchandising Corporation, was such a... View Details

Web

Harvard Business School

engaged in the broadcasting and cable television industries. From 1970-1975, Ryan was a management consultant for McKinsey & Company. Ryan is currently on the board of directors of General Mills and Stanley Black & Decker. He is also a... View Details

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil)... View Details

Keywords: by Thales Teixeira; Sports

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

million every four years just for the privilege of using The Rings in their advertising—with hundreds of millions more spent on the advertising campaigns themselves. They aren't the only ones banking on Olympic success. NBC, which paid... View Details

Keywords: by Michael Blanding; Advertising; Advertising

Web

Charts & Statistics - Leadership

less than a day for the war effort Atomic bomb ENIAC computer Penicillin used extensively to treat soldiers' infections Synthetic rubberx Influence: High 50 1950 s 19 Television sales expand dramatically Transistors used in portable... View Details

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game... View Details

Keywords: by Peter K. Jacobs

12 Nov 2021
News

Alumni Business Leaders on Confronting the Climate Change Challenge

Taking a Stand. Patagonia pulled its advertising from Facebook and has recently renewed its call on other firms to boycott the platform until Facebook can make sure its products do no harm. What would taking a stand look like for your... View Details

Career Coach

Jim Warner

Television Network. He joined Avenue A, a pioneering digital media start-up, in 2000 and led the company’s East coast operations through the ups and downs and ups of the decade. Avenue A acquired Razorfish and together they became the... View Details

Keywords: Publishing / Communications / Advertising; Publishing / Communications / Advertising; Publishing / Communications / Advertising

01 Dec 2016
News

Research Brief: So Many Sites, So Little Time

Greenstein adds, such as television and radio. “Online advertising is still a work in progress, with considerable effort being invested in improving its cost-effectiveness,” he says. “Those efforts—and... View Details