advertising - Publications - Faculty & Research

11 Jan 2017
Research & Ideas

The Paradoxical Quest to Make Food Look 'Natural' With Artificial Dyes

all-year-round—even though the true color of butter fluctuated throughout the year. “Uniformity of color was one of the qualities that butter color makers stressed to their customers,” Hisano writes, citing a 1905 advertisement in which... View Details

Keywords: by Carmen Nobel

06 Mar 2006
Research & Ideas

Winners and Losers at the Olympics

There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win the broadcast rights for the... View Details

Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports

15 Mar 2016
First Look

March 15, 2016

across borders. Would HNA Group be able to bring its unique characteristics that made it successful within China to bear on the global marketplace? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/316013-PDF-ENG Harvard Business School Case 916-038 View Details

06 Feb 2018
First Look

First Look at New Research and Ideas: February 6, 2018

Quasi-Experiment By: Israeli, Ayelet Abstract—This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in... View Details

18 May 2021
Book

Launching a Career in the COVID Economy? Here Are 5 Tips.

for a company that's hiring like crazy More than a year into the pandemic, as the economy improves and recruiters begin to ramp up hiring again, Ng advises job seekers to zero in on companies that are advertising multiple openings.... View Details

Keywords: by Carolyn DiPaolo

10 Jul 2018
First Look

New Research and Ideas, July 10, 2018

enforcing deceptive advertising guidelines against “fictitious pricing”—the practice of quoting list prices that do not truthfully reflect prior selling prices. This paper uses a large retail transaction data set that features wide... View Details

Keywords: Dina Gerdeman

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

big bucks in the minds of most consumers. We see similar efforts by magazines that advertise their low per-issue prices or insurance companies that break the cost of their premiums down to a low, per-day cost. All these efforts are... View Details

Keywords: by Manda Mahoney

12 Feb 2013
First Look

First Look: Feb. 12

static, envy-free equilibria. Furthermore, convergence is efficient, and the entry of low-quality advertisers does not slow convergence. Because our approach predominantly relies on assumptions common in the sponsored search literature,... View Details

Keywords: Sean Silverthorne

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

increasingly turn to athletes to promote their products. The marketing executives I spoke with told me they value these endorsements especially because it is getting more and more difficult to reach a wide group of consumers using traditional ways of View Details

Keywords: by Sarah Jane Gilbert; Sports

25 Sep 2006
Research & Ideas

How Software Platforms Revolutionize Business

videogame consoles are no longer just gaming platforms, they are gateways to a variety of digital content, including DVD movies and Internet video for the gamer and advertising and other promotional opportunities for the advertiser.... View Details

Keywords: by Sean Silverthorne; Video Game; Web Services

05 Sep 2017
First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details

Keywords: Sean Silverthorne

08 Mar 2016
First Look

March 8, 2016

choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising... View Details

Keywords: Sean Silverthorne

26 May 2003
Research & Ideas

What Your Competition is Telling You

that Wal-Mart would match or beat any of the advertised deals." Welcome the mouse when you're the lion. If you happen to be a dominant player, you, too, can gain from competitors. Most prominently, the little guys can keep you off... View Details

Keywords: by David Stauffer

September 2019 (Revised September 2019)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock

In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... View Details

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2024
Book

The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

By: Steve Kaczynski and Scott Duke Kominers

We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.

NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details

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12 Jan 2016
First Look

January 12, 2016

https://cb.hbsp.harvard.edu/cbmp/product/816052-PDF-ENG Harvard Business School Case 616-015 BandPage (A) BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming... View Details

Keywords: Carmen Nobel

18 Aug 2009
First Look

First Look: August 18

these two relationships may operate in a circular fashion. Second, we consider whether advertising these benefits of charitable giving—asking people to give in order to be happy—may have the perverse consequence of decreasing charitable... View Details

Keywords: Martha Lagace

18 Jul 2017
First Look

First Look at New Research and Ideas, July 18, 2017

case:https://cb.hbsp.harvard.edu/cbmp/product/317032-PDF-ENG Harvard Business School Case 316-127 Publicis Groupe 2016: Maurice and the Millennials Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the... View Details

Keywords: Sean Silverthorne

17 Sep 2001
Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

users of the competitor's cream versus light users. Of course, then the incumbent can do the same in return. At that point the supermarket becomes essentially an advertising medium. The situation I'm describing is run by a company called... View Details

Keywords: by Martha Lagace; Consumer Products; Retail

07 Mar 2017
First Look

First Look at New Research, March 7

seller were now being sold by Amazon straight from X Fire’s suppliers, effectively cutting X Fire out. Amazon was also ignoring the minimum advertised price (MAP) set by manufacturers. How should X Fire defend itself? Now Amazon... View Details

Keywords: Sean Silverthorne

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The Paradoxical Quest to Make Food Look 'Natural' With Artificial Dyes

Winners and Losers at the Olympics

March 15, 2016

First Look at New Research and Ideas: February 6, 2018

Launching a Career in the COVID Economy? Here Are 5 Tips.

New Research and Ideas, July 10, 2018

Use the Psychology of Pricing To Keep Customers Returning

First Look: Feb. 12

Marketing Maria: Managing the Athlete Endorsement

How Software Platforms Revolutionize Business

First Look at New Research and Ideas, September 5, 2017

March 8, 2016

What Your Competition is Telling You

Facebook Fake News in the Post-Truth World

The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

January 12, 2016

First Look: August 18

First Look at New Research and Ideas, July 18, 2017

Why E-commerce Didn’t Die With the Fall of Webvan

First Look at New Research, March 7

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