Publications

Article

Advertising, the Matchmaker

By: Bharat N. Anand and Ron Shachar

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details

Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry

Find at Harvard

Read Now

May 2000
Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry

June 1999
Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth

Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment

Find at Harvard

November 2000 (Revised October 2005)
Case

TiVo

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details

Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry

January 2006
Case

Negotiating for the Motion Picture Association of America and the Motion Picture Association: Jack Valenti (A)

By: James K. Sebenius, Ellen Knebel and Erin Egan

Summarizes the background and career highlights of Jack Valenti, longtime head of the Motion Picture Association of America and the Motion Picture Association. Sets up three difficult negotiation challenges facing Valenti over a rating system for movies, the financial... View Details

Keywords: Decision Making; Film Entertainment; Television Entertainment; Negotiation; Problems and Challenges; United States

01 Jul 2010
News

Beyond Disengagement and Anger

March 1990 (Revised March 1992)
Case

New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

By: V. Kasturi Rangan and Sohel Karim

Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details

Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)

17 Jun 2015
News

Harvard business professor discusses women in leadership roles

15 Aug 2023
Cold Call Podcast

Ryan Serhant: How to Manage Your Time for Happiness

Keywords: Re: Ashley V. Whillans; Real Estate

20 Feb 2006
HBS Case

Oprah: A Case Study Comes Alive

last day of class this past spring, "everyone did a double take," Koehn recalls. Oprah Winfrey was in the house. How the icon of daytime television and chief executive of a major media empire came to HBS after three years of... View Details

Keywords: by Martha Lagace; Media & Broadcasting; Consumer Products; Entertainment & Recreation

February 2016 (Revised August 2021)
Case

Martin Luther King and the Struggle for Black Voting Rights

By: David Moss and Dean Grodzins

In January 1965, Rev. Martin Luther King, Jr., the most prominent leader of the civil rights movement in the United States, launched a campaign of civil disobedience in Selma, Alabama, to bring national attention to disenfranchisement of black voters in the South. On... View Details

Keywords: Rights; Voting; Race; Government and Politics; Conflict and Resolution; Leadership; History; Alabama

19 Apr 2021
News

How the Pandemic Revealed the Power of Live Video

25 Jun 2014
News

All aboard the football express

November 1993
Case

Edgar J. Scherick Associates

Edgar Scherick, a leading television movie producer, must determine whether fact-based movies garner higher Nielsen ratings than fictional movies. Scherick has data for all 1992 TV movies broadcast on major networks. Ultimately, Scherick must decide whether it is... View Details

Keywords: Cost vs Benefits; Film Entertainment; Entertainment and Recreation Industry

November 1986 (Revised April 1993)
Case

Fox Broadcasting Co.

Describes an attempt by Fox Broadcasting to enter the U.S. television broadcasting industry as a fourth network. Intended to integrate the analysis of major investment decisions with business strategy. Leads to a discussion of the investment decision based on industry... View Details

Keywords: Competition; Market Entry and Exit; Business Strategy; Media and Broadcasting Industry; United States

August 2019
Case

ClearScore, 2018

By: John R. Wells and Benjamin Weinstock

In October 2017, Experian, one of the “Big Three” consumer credit reporting agencies in the United Kingdom made an offer to acquire ClearScore for a total consideration of £293 million. Founded by Justin Basini, Dan Cobley, and Nigel Morris in 2014, ClearScore was the... View Details