Publications

Educators

Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira

Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details

Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry

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01 Sep 2017
News

The Biggest Industry You’ve Never Heard Of

Glass (MBA 1994), a serial entrepreneur and co-owner of an esports team, explains, “Esports is the most gigantic industry that nobody’s ever heard of.” Bjerg, third from left, and Team SoloMid compete in a League of Legends tournament in... View Details

Keywords: April White; illustration by Brian Stauffer; esports; Twitch; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

Web

The Challenge of Color - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Muray Photo Archives. olvwork490166 Alfred Cheney Johnston. A Study in Color, ca. 1934. olvwork490098 Color photography made its appearance in magazine advertising in the 1890s through the process of chromolithography. Advances in the... View Details

17 Dec 2001
Research & Ideas

Venture Capital: Hot Markets and Current Industry Trends

debated at a panel discussion called "Venture Capital: Hot Markets and Current Industry Trends," moderated by Harvard Business School professor Lynda Applegate. The "strike zone" for his firm is network infrastructure,... View Details

Keywords: by Julia Hanna

Web

The NAAI Exhibition Opens - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

Illustrators, 1934. Barnaba Studios. The Pipe- For Johns--Manville, ca. 1934. olvwork490051 When the photographic exhibition sponsored by the National Alliance of Art and Industry (NAAI) and the Photographic Illustrators, Inc. opened in... View Details

July 2014
Article

Convergence of Position Auctions under Myopic Best-Response Dynamics

By: Matthew Cary, Aparna Das, Benjamin Edelman, Ioannis Giotis, Kurtis Heimerl, Anna Karlin, Scott Duke Kominers, Claire Mathieu and Michael Schwarz

We study the dynamics of multi-round position auctions, considering both the case of exogenous click-through rates and the case in which click-through rates are determined by an endogenous consumer search process. In both contexts, we demonstrate that the dynamic... View Details

Keywords: Sponsored Search; Advertising; Google; Equilibrium Selection; Online Advertising; Advertising Industry

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Web

Related Resources - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

relevance to research in advertising and marketing. Industrial Life Photograph Collection Photographs from 115 leading companies (International Harvester, Hershey's Chocolate, Kraft-Phenix Cheese... View Details

Web

Dream Realities - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

image of the industry itself. Exhibitions like those sponsored by the NAAI played a part in fostering these intertwined ambitions. Nathan Lazarnick. Advertisement for Seagram's whiskey, ca. 1934.... View Details

Web

Research Links - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Art & Industry Exhibition Photograph Collections Russell Aikins. Design in Black and White,... View Details

2009
Working Paper

Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

By: Jonathan R. Clark and Robert S. Huckman

The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details

Keywords: Health Care and Treatment; Medical Specialties; Performance Capacity; Diversification; Health Industry

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November 2013
Case

Coca-Cola: Liquid and Linked

By: John Gourville and Noah Fisher

Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based... View Details

Keywords: Marketing; Promotions; Advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States

Educators

April 2021
Article

Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry

By: K. Francis Park, Robert Seamans and Feng Zhu

We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically... View Details

Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; Digital Platforms; Market Entry and Exit; Newspapers; Television Entertainment; History; Journalism and News Industry; Journalism and News Industry

April 2012
Article

Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

By: Jonathan R. Clark and Robert S. Huckman

The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details

Keywords: Performance Capacity; Operations; Advertising; Production; Corporate Strategy; Relationships; Medical Specialties; Complexity; Risk and Uncertainty; Experience and Expertise; Diversification; Quality; Health Industry

September 2020 (Revised February 2024)
Teaching Note

Artea (A), (B), (C), and (D): Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details

Keywords: Targeted Advertising; Targeting; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Retail Industry; Retail Industry; United States

Web

Automobile Industry - Photography Collections - Historical Collections

factory employees, industrial researchers, and designers. Publicity stunts and events featured include cross-country races, goodwill tours, and celebrity appearances. The holdings represent intriguing examples of View Details

October 1988
Case

Beef Industry Council: ""Beef--Real Food for Real People"" Campaign

By: Stephen A. Greyser

Keywords: Advertising Campaigns; Animal-Based Agribusiness; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry

Web

Instrument of Pictorial Publicity - The High Art of Photographic Advertising - Baker Library | Bloomberg Center

industrial lines.” 7 In the 1930s, many believed the failing U.S. economy threatened the private enterprise system itself, and as the Great Depression wore on a sense of obligation arose among business executives to inspire renewed faith... View Details

August 2012
Background Note

Marketing Communications

By: Thales S. Teixeira and Thales S. Teixeira

This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details

Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America

Educators