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Show Results For
- All HBS Web
(1,979)
- News (346)
- Research (1,267)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
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- 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
- 2010
- Working Paper
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's... View Details
Keywords: Advertising; Change; Forecasting and Prediction; Cost; Price; Analytics and Data Science; Surveys; Marketing Strategy; Media; Service Operations; Agency Theory; Mathematical Methods; Advertising Industry; United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Harvard Business School Working Paper, No. 11-039, September 2010.
- 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.
- May 2007
- Article
The Impact of Direct-to-Consumer Advertising in Orthopaedics
By: Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville, William J. Maloney, Brian Parsley and Harry E. Rubash
Bozic, Kevin J., Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville, William J. Maloney, Brian Parsley, and Harry E. Rubash. "The Impact of Direct-to-Consumer Advertising in Orthopaedics." Clinical Orthopaedics and Related Research, no. 458 (May 2007): 202–219.
- 09 Nov 2010
- Working Paper Summaries
The Unbundling of Advertising Agency Services: An Economic Analysis
- 25 Jun 2015
- Working Paper Summaries
Build It, Buy It Or Both? Rethinking the Sourcing of Advertising Services
- 06 Jan 2021
- Working Paper Summaries
Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?
- 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.)
- 18 Dec 2008
- Working Paper Summaries
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
- 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.)
- 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.
- May 1982 (Revised April 1984)
- Background Note
Note on the TV Advertising Programming Controversy--1981
Goodpaster, Kenneth E. "Note on the TV Advertising Programming Controversy--1981." Harvard Business School Background Note 382-160, May 1982. (Revised April 1984.)
- April 1975 (Revised October 1979)
- Case
Honeywell Information Systems: 1974 Advertising Program (A)
Star, Steven H., Matthew Bass, and Nancy Davis. "Honeywell Information Systems: 1974 Advertising Program (A)." Harvard Business School Case 575-102, April 1975. (Revised October 1979.)
- September–October 2013
- Article
The Dynamic Advertising Effect of Collegiate Athletics
By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Advertising Industry
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
- 2010
- Working Paper
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: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Harvard Business School Working Paper, No. 11-048, November 2010. (Revised January 2011, January 2012.)
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords: Advertising
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse