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      • July 1984 (Revised April 1997)
      • Case

      British Airways

      By: John A. Quelch
      British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details
      Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England
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      Quelch, John A. "British Airways." Harvard Business School Case 585-014, July 1984. (Revised April 1997.)
      • January 1983 (Revised July 1985)
      • Case

      Cable News Network

      By: John A. Quelch
      The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details
      Keywords: Advertising Campaigns; Management Teams; Journalism and News Industry; Media and Broadcasting Industry
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      Quelch, John A. "Cable News Network." Harvard Business School Case 583-067, January 1983. (Revised July 1985.)
      • December 1978 (Revised March 1992)
      • Case

      Archdiocese of New York

      By: Stephen A. Greyser and John A. Quelch
      A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details
      Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)
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      Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)
      • February 1974
      • Case

      Listerine Lozenges

      By: Stephen A. Greyser
      Keywords: Advertising Campaigns; Pharmaceutical Industry
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      Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
      • February 1973 (Revised June 1973)
      • Case

      Listerine Antiseptic (A)

      By: Stephen A. Greyser
      Keywords: Advertising Campaigns; Pharmaceutical Industry
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      Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
      • Research Summary

      Compensatory Transfers in Collective Decision Making

      By: Jerry R. Green
      Jerry R. Green is studying mechanisms that can be employed to promote efficient collective decisions while providing justifiable compensation to participants who favor different, less efficient alternatives. This type of decision problem is pervasive in business,... View Details
      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Digital Marketing

      By: Sunil Gupta and Joseph Davin
      Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
      Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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      Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
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