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Show Results For
- All HBS Web
(1,930)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
- 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
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.)
- 10 Oct 2014
- News
The Go-To Company in Mobile Advertising
- 1992
- Book
Cases in Advertising and Communications Management
By: S. A. Greyser
Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.
- May 1986 (Revised January 1989)
- Case
Gillette Co.: Dry Idea Advertising (A), The Creative Problem
Presents the first of two cases describing the struggle to solve creative problems on the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency (Batten, Barton, Durstine & Osborne). Provides company and industry background plus... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), The Creative Problem." Harvard Business School Case 586-042, May 1986. (Revised January 1989.)
- December 1980 (Revised April 1981)
- Case
General Electric Co.: Appliance Division Advertising
Greyser, Stephen A. "General Electric Co.: Appliance Division Advertising." Harvard Business School Case 581-095, December 1980. (Revised April 1981.)
- Article
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." International Journal of Marketing Studies 8, no. 1 (February 2016).
- 1991
- 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. 3rd ed. Homewood, IL: Irwin, 1991.
- December 2009
- Article
Who Owns Metrics?: Building a Bill of Rights for Online Advertisers
By: Benjamin Edelman
I offer five rights to protect advertisers from increasingly powerful ad networks-avoiding fraudulent charges for services not rendered, guaranteeing data portability so advertisers get the best possible value, and assuring price transparency so advertisers know what... View Details
Keywords: Online Advertising; Crime and Corruption; Price; Measurement and Metrics; Technology Networks; Value; Advertising Industry
Edelman, Benjamin. "Who Owns Metrics?: Building a Bill of Rights for Online Advertisers." Journal of Advertising Research 49, no. 4 (December 2009). (Adapted from Towards a Bill of Rights for Online Advertisers.)
- 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
- 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
- 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.
- February 1991 (Revised February 1991)
- Case
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A)
By: Nitin Nohria
Nohria, Nitin. "Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A)." Harvard Business School Case 491-016, February 1991. (Revised February 1991.)
- September 2003 (Revised May 2006)
- Case
Eyeblaster: Enabling the Next Generation of Online Advertising
By: Elie Ofek
Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details
Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy
Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising." Harvard Business School Case 504-005, September 2003. (Revised May 2006.)
- 20 May 2010
- News
Photographic Advertising Exhibit at Baker Library
- 09 Nov 2010
- Working Paper Summaries
The Unbundling of Advertising Agency Services: An Economic Analysis
- Web
Photography and Print Advertising - The High Art of Photographic Advertising - Baker Library | Bloomberg Center
HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Photography and Print Advertising Gilbert B. Seehausen. For Lady Esther Face Powder, ca.... View Details