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  • 12 Aug 2014
  • First Look

First Look: August 12

2014 Journal of Advertising Research Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves By:... View Details
Keywords: Sean Silverthorne
  • 18 Mar 2014
  • News

The Oz of Data Opens the Curtain

Scott Howe Nineteenth-century Philadelphia retailer John Wanamaker famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Nearly 150 years later, Scott Howe (MBA 1994), president and CEO... View Details
Keywords: Robert S. Benchley; Data Processing, Hosting, and Related Services; Information

    Robert E. (Ted) Turner

    Taking over his father’s outdoor advertising company in 1963, he immediately began expanding it beyond its core billboard business, acquiring Atlanta television’s Channel 17. Securing programming from national networks, showing “light... View Details
    Keywords: Entertainment & Broadcast Media
    • Career Coach

    Sarah Sikowitz

    has 15+ years' experience in digital media, marketing and advertising, most recently as Principal Analyst for Forrester Research, covering marketing, advertising and innovation firms. Sarah enjoys partnering with students and alumni on... View Details

      Earl G. Graves

      of the black community of the need for such a publication, Grave eventually garnered the support of over 100,000 leaders and organizations. By 1992, the magazine had national recognition–including advertising support from many Fortune 500... View Details
      Keywords: Publishing & Print Media

        King C. Gillette

        Gillette invented the safety razor, creating a new U.S. industry. In 1903, Gillette sold 51 of his razors and 168 blades. He increased these numbers dramatically so that by the end of the next year, he had sold 90,000 razors and 12.4 million blades. Gillette grew his... View Details
        Keywords: Personal Care & Home Products
        • May 30, 2019
        • Article

        Twitter Is Showing More Ads Instead of Better Ideas

        By: Scott Duke Kominers
        A social media company that doesn’t know much about its users needs to work harder on its business model. View Details
        Keywords: Twitter; Business Model; Advertising; Strategy; Social Media
        Related

          Harry Chandler

          Times led all other American newspapers in advertising space and amount of classified ads. Under Chandler’s leadership, the Times was also the first newspaper in the country to establish a personnel department, and one of the first to... View Details
          Keywords: Publishing & Print Media
          • 01 Oct 2018
          • News

          Advancing Opportunities for Others

          the whisper network, meaning we just put it out in our own networks. We didn't advertise on the web. We didn't advertise on TV. We just told people this is what we're doing. In two weeks, we had 100... View Details
          Keywords: Finance
          • 01 Mar 2010
          • News

          Milestone for HBS Alumna

          member of the HAA board since 1995. Alvarez-Bjelland emigrated with her family from Cuba to Miami in 1962 and has lived for the past 25 years in Norway, home to her husband, Christian Bjelland (MBA ’78). She has worked in marketing and View Details
          Keywords: Colleges, Universities, and Professional Schools; Educational Services
          • September 2015 (Revised February 2020)
          • Case

          Managing Consumer Touchpoints at Nissan Japan

          By: Thales Teixeira, Nobuo Sato and Akiko Kanno
          In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details
          Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan
          Related
          • February 2012 (Revised August 2013)
          • Case

          What's the Deal with LivingSocial?

          By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
          Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
          Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry
          Related
          • October 1982 (Revised August 1999)
          • Case

          Johnson Wax: Enhance (A)

          Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and... View Details
          Keywords: Product Positioning; Analysis; Marketing Communications; Advertising; Beauty and Cosmetics Industry
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          • 03 Nov 2003
          • Research & Ideas

          Making Money Making Movies

          the lion's share of admissions. In that respect, audience tastes in U.S. and international markets are actually fairly similar. Q: What opportunities do you see for entertainment marketers who want to ensure a film's success overseas? How important is View Details
          Keywords: by Manda Salls; Entertainment & Recreation; Motion Pictures & Video

            Pete Rozelle

            equal-revenue-earning teams. These changes allowed the NFL to become a profitable enterprise by promoting competition among the teams for players and among the networks and merchandisers for broadcasting and advertising rights,... View Details
            Keywords: Entertainment & Broadcast Media

              Owsley Brown II

              Taking the helm of the family company from his brother in 1993, Brown dramatically expanded Brown-Forman’s international presence and invested heavily in sales and marketing. Brown orchestrated a total marketing “makeover” for the company – shunning over 35 years of... View Details
              Keywords: Food & Tobacco
              • 01 Jun 2009
              • News

              Martin V. Marshall Remembered

              retired from the active faculty in 1993, was a marketing and advertising expert whose practice-oriented approach to teaching and course development left a lasting impact on countless Harvard MBA students and business leaders. “Marty was a... View Details
              Keywords: obiturary; Colleges, Universities, and Professional Schools; Educational Services
              • 01 Dec 2015
              • News

              Snapping Up Voters

              Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first political View Details
              Keywords: Sasha Issenberg

                Jerry Yang

                money in 1995, Yang and Filo launched the search engine, Yahoo! By including advertising on their site (one of the first to do so) and by structuring deals with Netscape Navigator and others, Yahoo has been able to profitably grow... View Details
                Keywords: Computers & Electronics

                  Ernest Gallo

                  cooler, a new wine product, selling 2 million cases, and helping the company to exceed an estimated $1 billion in sales that same year. The commercial characters Gallo created to pitch his new wine cooler to the public, Frank Bartles & Ed Jaymes, became View Details
                  Keywords: Food & Tobacco