Targeted Advertising - Publications - Faculty & Research

25 Jun 2020
Blog Post

Harvard Business School Class of 2021 Student Profiles

The joint degree program with Harvard’s School of Engineering and Applied Sciences (SEAS) proved to be the right choice for Janina. “It’s a newer program targeting people like me interested in joining or launching startups and launching... View Details

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Advisory Board - Entrepreneurship

Advertising Bureau, where he continues to champion innovation in online advertising. Bonnie had guided the successful marriage of CNET Networks' authoritative, award-winning content with the power of technology, evolving the company's... View Details

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Marketing Awards & Honors - Faculty & Research

Fellow by the American Marketing Association in 2015, 2018, 2019, 2020, 2022, and 2023. Eva Ascarza : Selected as an INFORMS Doctoral Consortium Fellow at the University of Miami in 2023. Eva Ascarza : Winner of the 2023 Weitz-Winer-O'Dell Award for “Retention... View Details

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

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The Intersection of Public Relations and Photography | Baker Library | Bloomberg Center | Harvard Business School

the commercial artist and illustrator. 19 U.S. Steel’s marketing division frequently used photographs in advertisements targeted to industrial users of steel in trade journals and national magazines.... View Details

06 Oct 2020
Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

Since March, Harvard Business School Working Knowledge has posted more than 80 stories and research papers on the topic of COVID-19, most targeted at managers and the new challenges they face. That's a lot of information to digest. To... View Details

Keywords: by Sean Silverthorne

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

as a result, but also avoiding disasters. The ice cream and other foods businesses were built patiently by the acquisition of one local firm after another, and their melding into the Unilever model. Following the National Starch acquisition, larger View Details

Keywords: by Geoffrey Jones; Consumer Products

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Industry Information - Alumni

health policy, reimbursement and payment models, population health and care quality, technology and data analytics, workflow improvements, management tactics and more . Look for targeted news in industries like Biotech, Health IT and... View Details

15 Jul 2019
Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details

Keywords: by Dina Gerdeman

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

last spring, at the height of pandemic lockdowns. And before the pandemic, social media use had been flat for four years as these advertising channels became more cluttered and distrusted, offering marketers diminishing returns. “Managers... View Details

Keywords: by Kristen Senz

06 Mar 2017
Research & Ideas

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

assistant professor in the Marketing Unit at Harvard Business School and an affiliate of Harvard’s Center for Brain Sciences, who studies the neural and psychological factors that underlie consumer decision-making. “The more similar the View Details

Keywords: by Dina Gerdeman; Advertising; Advertising

12 Nov 2021
News

Alumni Business Leaders on Confronting the Climate Change Challenge

October 14, experts warned that “voluntary” carbon reduction targets being set at COP26 are far from sufficient to meaningfully address climate change. Methane, which is 60 to 80 times worse than CO2, they said, isn’t even part of the... View Details

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Harvard Business School

Development Center, and advising the student marketing association. In 1965, Fitzhugh moved to Pepsi-Cola, where he led the development of targeted marketing strategies. Fitzhugh consulted with major corporations and helped launch the... View Details

17 Dec 2008
Lessons from the Classroom

‘Ted Levitt Changed My Life’

executive might as well pack his attaché case and go fishing. If an organization does not know or care where it is going, it does not need to advertise that fact with a ceremonial figurehead. Everybody will notice it soon enough." In... View Details

Keywords: by Julia Hanna; Education; Retail

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

In this excerpt, Nohria and Leestma outline the challenges and rewards awaiting businesses that target the mobile-commerce customer. The best place to start? Develop a thorough knowledge of consumer behavior.The race for dominance in... View Details

Keywords: by Nitin Nohria & Marty Leestma

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

successful brands do differently, he believes, is to target powerful ideological contradictions produced by society. Through popular culture, society paints a picture of its ideals: What is a successful person? What is the good life?... View Details

Keywords: by Martha Lagace

10 Jan 2011
Research & Ideas

Is Groupon Good for Retailers?

Groupon has found a way to feature small businesses that haven't traditionally advertised online." For consumers, there's an obvious appeal to scoring a $50 meal for 15 bucks—especially in a recession. But for retailers offering the... View Details

Keywords: by Carmen Nobel; Advertising; Advertising

26 Mar 2012
Research & Ideas

What Neuroscience Tells Us About Consumer Desire

seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details

Keywords: by Carmen Nobel; Consumer Products

Thomas J. Burrell

Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the largest black-owned advertising... View Details

Keywords: Services

Publications