Advertising - Publications - Faculty & Research

June 2010
Teaching Note

Diamond Foods (TN)

By: David E. Bell, Natalie Kindred and Mary Louise Shelman

Teaching Note for 510013.. View Details

Keywords: Cooperative Ownership; Transformation; Advertising Campaigns; Corporate Strategy; Product; Organizational Culture; Food and Beverage Industry

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August 2008
Teaching Note

Go Red for Women: Raising Heart Health Awareness (TN)

By: V. Kasturi Rangan and Marie Madelene Bell

Teaching Note for [507026]. View Details

Keywords: Corporate Strategy; Financing and Loans; Risk and Uncertainty; Advertising Campaigns; Health Care and Treatment; Health Industry

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Career Coach

of change. Her approach to coaching is based on 20+ years as an advertising agency account leader in New York City and her prior years as a teacher and counselor. Laurie is now a Director in CPD and oversees relationships with 300+... View Details

Keywords: Consumer Products; Entrepreneurship; Hospitality; Retail

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

13 Nov 2012
First Look

First Look: November 13

http://hbr.org/product/what-makes-analysts-say-buy/an/F1211B-PDF-ENG The Internalization of Advertising Services: An Inter-Industry Analysis Authors:Sharon Horsky, Steven C. Michael, and Alvin J. Silk Publication:Review of Marketing... View Details

Keywords: Sean Silverthorne

12 PM – 1 PM EDT, 25 Apr 2017
Webinars: Trending@HBS

A Recipe for Digital Disruption

In recent years, a new wave of digital disruption has been taking over the Internet. In this talk, Associate Professor Teixeira will show how a variety of firms, both incumbents and startups, are using digital technologies to break the bonds between activities that... View Details

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

Cost Economies in the Global Advertising and Marketing Services Business Levitt's work sparked debate on the merits of standardized versus localized advertising campaigns. But what are the economics of firms... View Details

Keywords: by Working Knowledge editors

04 Sep 2019
News

Ask the Expert: Bounce Back

questions about the continuing reign of email and how to put it to use in any industry. How is email monetization different from web optimization? Email monetization places pay-per-click ads directly into emails that are sent by publishers, and View Details

Keywords: Jen McFarland Flint

September 1991 (Revised December 1991)
Case

G. Heileman Brewing Co. (A): Power Failure At PowerMaster

By: Stephen A. Greyser

In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details

Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry

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Keywords: Advertising and Marketing

Alfred N. Steele

Arriving at Pepsi after defecting from an alienating position at Coca-Cola, Steele immediately began a highly involved rehabilitation process at the battered soft drink maker. Steele installed a more autonomous management structure, instituted an extensive View Details

Keywords: Food & Tobacco

06 Mar 2007
First Look

First Look: March 6, 2007

distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing home page, and with new offerings for advertisers and affiliates as well as video... View Details

Keywords: Martha Lagace

Frank A. Munsey

Frank Munsey revolutionized the publishing industry by bringing financial rigor to the business. Munsey was a pioneer in connecting advertising prices to circulation volume making large-scale magazine production affordable and profitable.... View Details

Keywords: Publishing & Print Media

Joyce C. Hall

Hall created the world’s largest greeting card company. Hallmark Cards are sold throughout the world (currently in 100 countries). He pioneered the use of radio and TV advertising for greeting cards and revolutionized the industry with a... View Details

Keywords: Retail

15 Mar 2021
Office Hours

Readers Ask: What's the Next 'Big Thing' in Finance?

strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it changes over time. They used to use... View Details

Keywords: by Kristen Senz; Financial Services

20 Oct 2014
Research & Ideas

Users Love Ello, But What’s the Business Model?

Edward W. Carter Professor of Business Administration, provide insights into the next generation of social networks, and what kind of network they'd build with unlimited funding. Q: How native is advertising to the social media space? Is... View Details

Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services

Daniel F. Gerber, Jr.

to advertise his product for 15 cents a can to build a vibrant wholesale business. The now famous “Gerber baby symbol” was introduced to build brand identity and reassure skeptical consumers. Though it took ten years to build a wholesale... View Details

Keywords: Food & Tobacco

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