Publications

26 Feb 2013
First Look

First Look: Feb. 26

Advertising Authors:Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details

Keywords: Sean Silverthorne

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

01 Jun 2002
News

Ads Improve Consumer Decisions

Advertising can be good for you! Sounds fishy to the average consumer, but it's implied by conclusions from research by HBS associate professor Bharat Anand and his colleague, Ron Shachar, of Tel Aviv University. The pair began by... View Details

Keywords: Laura Singleton (MBA 1988)

20 Nov 2012
First Look

First Look: November 20

PublicationsThe Unbundling of Advertising Agency Services: An Economic Analysis Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Publication:Review of Marketing Science (forthcoming) Abstract We address a... View Details

Keywords: Sean Silverthorne

February 1995 (Revised November 1996)
Case

MasterCard and World Championship Soccer

By: John A. Quelch and Carin-Isabel Knoop

The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details

Keywords: Credit Cards; Marketing Strategy; Multinational Firms and Management; Advertising Campaigns; Globalization; Sports; Financial Services Industry; Sports Industry; France; United States

March 2013
Article

For Mobile Devices, Think Apps, Not Ads

By: Sunil Gupta

Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details

Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention

September 1989 (Revised January 1991)
Case

Massachusetts Lottery

By: John A. Quelch

Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery advertising. Highlights the success of state lotteries while also noting growing criticism, particularly of... View Details

Keywords: Ethics; Marketing; Advertising; Government and Politics; Public Administration Industry; Massachusetts

July 2022
Case

FIJI Water: Carbon Negative? (Abridged)

By: Michael W. Toffel, George Serafeim, Francesca Gino, Stephanie Van Sice and Tom Quinn

In the midst of increasing press scrutiny of the bottled water industry’s environmentally harmful practices, FIJI Water made a series of sustainability promises. The boldest of these was a pledge to go “carbon negative.” The company said that not only would they offset... View Details

Keywords: Carbon Footprint; Carbon Offsetting; Environmental Accounting; Climate Change; Environmental Sustainability; Pollution; Cross-Cultural and Cross-Border Issues; Misleading and Fraudulent Advertising; Non-Governmental Organizations; Brands and Branding; Food and Beverage Industry; Fiji; United States

12 Nov 2008
Research & Ideas

The Marketing of a President

polling places on election day. This policy of inclusion meant that voting records were set in the general election and the primaries. Fifth, his advertising messages and his tone and demeanor throughout the campaign consistently... View Details

Keywords: by John Quelch

Web

Introduction - The Response - The Human Factor – Baker Library | Bloomberg Center, Historical Collections

The Message The Product The Production The Worker The Audience Bibliography The Response: The Public Relations File Thus it is a fact and no mere boast that Kraft advertisements proclaim in the statement: The world's finest cheeses are... View Details

Academic Excellence

manuscript of a book on the business history of Rolex, in which I explore the relationship between J. Walter Thompson's American advertising agents and Swiss engineers in the creation of a product that expresses social status. I then... View Details

02 Apr 2018
Blog Post

Event Planning for Recruiting Success – Part 2

Companies manage all advertising for targeted events so using the resume book and/or student clubs to attract students is critical to success. Tailor your messaging to individual students whenever possible to create the connection before... View Details

Keywords: All Industries

18 May 2015
News

The First Five Years: Anjali Vaidya (MBA 2010)

Where did you go after you graduated from HBS? “I spent three and a half years working at Google on mobile advertising and have been at Yahoo, also working on mobile monetization, since October 2013.” What are the most important things... View Details

Keywords: Google; Yahoo; News, Library, Internet, and Other Services; Information

April 2015 (Revised December 2015)
Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun

After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details

Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia

January 1995 (Revised September 2011)
Supplement

Charlotte Beers at Ogilvy & Mather Worldwide (B)

Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. View Details

Keywords: Organizational Change and Adaptation; Advertising Industry; Advertising Industry