Publications

Web

Dream Realities - 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 Dream Realities Eugene Hutchinson. Decorative Crystal, ca. 1934. olvwork490097 Alfredo Valente. View Details

Web

Related Resources - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

relevance to research in advertising and marketing. Industrial Life Photograph Collection Photographs from 115 leading companies (International Harvester, Hershey's Chocolate, Kraft-Phenix Cheese Corporation, U.S. Steel, and General... View Details

October 2015
Teaching Plan

The Coca-Cola Company's Case for Creative Transformation

By: Thales Teixeira

This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details

October 2015
Case

BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar

BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details

Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry

Web

The NAAI Exhibition Opens - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

by "leaders of the photographer's art." 1 Raphael G. Wolff. Advertisement for Buick, ca. 1934. olvwork490451 H. I. Brock, "The Magic of the Clicking Camera," New York Times , September 16, 1934. The High Art of Photographic View Details

04 Aug 2020
Cold Call Podcast

Glossier Built a Cult-Brand and a Digital Community, but What’s Next?

Keywords: Re: Jill J. Avery; Advertising

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Register to Read

Web

Instrument of Pictorial Publicity - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

High Art of Photographic Advertisement Introduction The Exhibition Photography and Print Advertising Pictorial Publicity Challenge of Color Breaking Down Barriers Dream Realities Route of the Exhibition... View Details

Web

Breaking Down the Barriers - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

12. The High Art of Photographic Advertisement Introduction The Exhibition Photography and Print Advertising Pictorial Publicity Challenge of Color Breaking Down Barriers Dream Realities Route of the... View Details

15 Aug 2021
News

You’ve Never Heard of the Biggest Digital Media Company in America

The New York Times recently profiled Red Ventures, led by CEO and cofounder Ric Elias (MBA 1994), calling the company “perhaps the biggest digital publisher in America, a 4,500-employee juggernaut that says it has roughly $2 billion in... View Details

02 Nov 2020
What Do You Think?

Is Antitrust Just a Quaint Notion in the Digital Age?

convenience. It’s the advertisers who pay the freight for Google’s search services. Defining markets, identifying consumers, and tracing the impact of high tech intercompany “deals” on competition and resulting costs for consumers may be... View Details

Keywords: by James Heskett; Retail; Technology; Telecommunications; Communications; Consumer Products; Service

Article

How to Launch Your Digital Platform: A Playbook for Strategists

By: Benjamin Edelman

The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce. Entrepreneurs are particularly drawn to these platforms because they create significant value and have modest... View Details

Keywords: Platforms; Launch; Mobilization Strategy; Two-Sided Platforms; Network Effects; Adoption; Entrepreneurship; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry

Read Now

02 Apr 2015
Research & Ideas

Digital Initiative Summit: Who Has the Power in the Music Industry?

The music industry likes power. Power chords, power ballads, even Towers of Power. The balance of power in the industry, however, has been completely upset with the advent and rapid proliferation of digital music. Who calls the shots... View Details

Keywords: Re: Felix Oberholzer-Gee; Music

September 2014 (Revised June 2017)
Case

Google Inc. in 2014

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details

Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Advertising Industry; Advertising Industry

Web

The Route of the Exhibition - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Advertisement Introduction The Exhibition Photography and Print Advertising Pictorial Publicity Challenge of Color Breaking Down Barriers Dream Realities Route of the Exhibition Research Links Credits... View Details

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

2013
Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp

Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details

Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Food and Beverage Industry

Find at Harvard