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  • 23 Jul 2001
  • Research & Ideas

How the Giants of Enterprise Seized the Future

television. He sponsored the famed, and infamous, quiz show The $64,000 Question in 1955. It is difficult, so many years later, to realize what a radical departure television advertising was for a man and a... View Details
Keywords: by Richard S. Tedlow
  • 17 May 2016
  • First Look

May 17, 2016

based on the color of a person's skin through its “Dark is Beautiful” campaign—endorsed by well-known actor-director Nandita Das. However, despite the recent guidelines on advertising of skin-lightening products, many Indians still aspire... View Details
Keywords: Sean Silverthorne
  • 21 Dec 2010
  • First Look

First Look: December 21

small Australian newspaper to a global media giant. It shows how he expanded geographically to Europe, the United States, and Asia and from newspapers to the film and television industries. The case identifies the personal role of Murdoch... View Details
  • 06 Mar 2012
  • First Look

First Look: March 6

advertisers attain this. In our research, two colleagues and I use infrared eye-tracking scanners to determine exactly what people are looking at when they watch video ads. We also use a system that analyzes facial expressions to reveal... View Details
Keywords: Sean Silverthorne
  • 07 Nov 2006
  • First Look

First Look: November 7, 2006

industrial lobbies in Germany (and the world), engaged in social politics, and harnessed the local artistic community to beautify their products and transform their advertising to combat the (then) widespread perception of the 'cheap and... View Details
Keywords: Sean Silverthorne
  • 18 Sep 2007
  • First Look

First Look: September 18, 2007

management of the two funds. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=208036 The CW: Launching a Television Network Harvard Business School Case 507-050 In May 2006, Dawn Ostroff, president of... View Details
Keywords: Martha Lagace
  • 24 Mar 2015
  • First Look

First Look: March 24

Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search listings by about the same quantity. This effect appears to result... View Details
Keywords: Sean Silverthorne
  • 08 Jul 2014
  • First Look

First Look: July 8

consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high-margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese market... View Details
Keywords: Carmen Nobel
  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.”... View Details
Keywords: Sean Silverthorne
  • 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
  • 06 Feb 2007
  • First Look

First Look: February 6, 2007

http://www.hbs.edu/research/pdf/07-046.pdf   Cases & Course MaterialsBroadcast Television in the Broadband World Harvard Business School Note 707-486 What strategies have the top four (NBC, CBS, ABC, and FOX) broadcast View Details
Keywords: Martha Lagace
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=43385 Harvard Business School Case 817-012 DataXu: Selling Ad Tech DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a... View Details
Keywords: Sean Silverthorne
  • 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
  • 23 Feb 2010
  • First Look

First Look: Feb. 23

understanding the impact that branding activity (the audio-visual representation of brands) and consumers' dispersion of attention have on their moment-to-moment avoidance decisions during television advertising. It formalizes this in a... View Details
Keywords: Martha Lagace
  • 29 Sep 2009
  • First Look

First Look: September 29

Strategies to Fight Ad-sponsored Rivals Authors:Ramon Casadesus-Masanell and Feng Zhu Abstract We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical... View Details
Keywords: Martha Lagace
  • 03 Mar 2015
  • First Look

First Look: March 3

advertising strategy, and leather sourcing issues. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/514078-PDF-ENG Harvard Business School Case 815-070 The Grommet The Grommet, an online product launch platform, was at the... View Details
Keywords: Sean Silverthorne
  • 15 Aug 2005
  • HBS Case

Classic Cases Live On at HBS

Canadian facility that performs hernia operations only, has developed procedures to maximize surgical success rates, save patients money, and speed their recovery in a friendly, noninstitutional environment. The hospital's advertising... View Details
Keywords: by Garry Emmons
  • 24 Jul 2007
  • First Look

First Look: July 24, 2007

every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising time would decrease. How could Burke and Roberts convince the networks... View Details
Keywords: Martha Lagace

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