advertising - Publications - Faculty & Research

March 1996 (Revised February 1999)
Case

Vistakon: 1 Day Acuvue Disposable Contact Lenses

By: Alvin J. Silk, Bruce Issacson and Marie Bell

Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details

Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States

Citation

Educators

Purchase

02 Sep 2016
Op-Ed

The Twitter Election

advertisements in battleground or swing states. These ads are designed to raise doubts about and paint a picture of Trump before he has enough money to hit the airwaves in earnest. Complementing this air war is Clinton's well-organized... View Details

Keywords: by John Quelch and Thales Teixeira

10 Nov 2015
First Look

November 10, 2015

Online Advertising By: Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract—As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details

Keywords: Sean Silverthorne

Rob Gierkink

data and technology-driven solutions for leading retailers to dramatically improve the targeting and measurement of their digital advertising efforts. Datalogix clients included companies like Kroger, Walmart, P&G, Unilever and Facebook.... View Details

Keywords: Venture Capital;#1;#Advertising;#16;#Consumer Products & Packaged Goods

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Buy Now, Pay Later: Research Links - Printed Collections

labor, and socialis Trade Catalog Collection Baker Library’s collection of historical trade catalogs includes dozens advertising products that were commonly sold on credit, particularly furniture, pianos, farm equipment, and sewing... View Details

05 Aug 2015
News

Bringing New Life to an Iconic Magazine

broad-based success, coupled with Atlantic-branded events and rising advertising revenues, has driven six straight years of profitability. Sometimes described as a “media mogul,” Bradley never expected to find himself leading an... View Details

16 Jul 2014
HBS Case

Marketing Obamacare

variety of ways to reach each group, including billboards, print advertisements, radio, TV, online, and social media, tailoring the message to the medium. For the "cautious optimist" group, which included a number of Latinos, AHCT produced Spanish-language... View Details

Keywords: by Michael Blanding; Health

Web

General File - Photography Collections - Historical Collections

manufacturing, and transportation industries in the United States as well as Canada, Europe, Africa, and Asia. James D. Dole, President Hawaiian Pinapple Company , ca. 1907. Significant photographs include late-nineteenth-century View Details

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Caterpillar Tractor Co. - Photography Collections - Historical Collections

the world’s leading manufacturers of tractors, was formed in 1925. From early on the company mounted extensive marketing campaigns advertising their products for farming, logging, quarrying, mining, road building, and construction. Over... View Details

01 Dec 2015
News

Sharing Knowledge of Innovation in India

India today that illustrate how rapidly things are changing,” says Tewari, counting among them InMobi, the company he founded, which has grown into the world’s largest independently owned mobile advertising company, with more than 1.4... View Details

17 Apr 2014
News

Striking a Balance

as well as a mentor to working women, Wilson knew how difficult those challenges could be. “Diane was a great advocate of dealing with the barriers that prevent or discourage women from moving ahead,” says Silk, an authority on the economics of the View Details

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Collection Areas | Baker Library

Baker Library include photographs, lithographs, engravings, and advertising trade cards and posters. Historic Industry & Trade Literature The historic industry and trade literature is a resource integral to tracing the development and... View Details

Career Coach

Matt Spielman

Matt helped grow IAG Research, which became the arbiter of advertising effectiveness. IAG was acquired by Nielsen. Matt holds a B.A. in Economics from Columbia College and an M.B.A. from HBS. He earned his Executive Coaching... View Details

Keywords: Consumer Products; Entertainment / Media; Entrepreneurship; Financial Services (All); Investment Banking; Financial Services (All); Investment Management; Financial Services (All); Sports; Technology; Venture Capital; Financial Services (All)

19 Jul 2019
Blog Post

Meet PRIDE, the student association for LGBTQ+ MBAs at Harvard Business School

beyond HBS. Contact the Pride Club to: Promote relevant internship or full-time opportunities to Pride members Join our mailing list for updates on cross-school and open access events Support Pride as a sponsor and receive our Resume Book of HBS LGBTQ+ talent plus... View Details

Keywords: All Industries

01 Dec 2022
News

Research Brief: Pocket Change

advertising as well as to determine whether candidates who receive significant amounts of small donations run different types of campaigns. “Our existing research has given us a better understanding of who the small donors are and why... View Details

Keywords: Jill Radsken

01 Feb 1998
News

Touching All the Bases: Stephen A. Greyser

commentator; a current board member of four marketing-related corporations; formerly an editor and later board chairman of the Harvard Business Review; and former executive director of the Marketing Science Institute. He was elected a fellow of the American Academy of... View Details

Keywords: Marguerite Rigoglioso

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Introduction - The Collection - The Human Factor – Baker Library | Bloomberg Center, Historical Collections

solicited from automobile manufacturers images advertising their new models. Students could reference more than 2,000 photographs included in the automobile industry collection as well. The Business School’s activities followed a pattern... View Details

Robert Brozin

Keywords: Restaurants; Fast Food Franchises

30 Jul 2024
News

Reddit’s Rise

Steve Huffman and Alexis Ohanian in 2005, Reddit had seen its share of CEO turnover as it grappled with questions about how to moderate content and build a sustainable advertising model without crushing the site’s notoriously independent... View Details

Web

Lehman Brothers Deal Books | Baker Library | Bloomberg Center | Harvard Business School

transactions including mergers, initial and common stock offerings, and debentures. The volumes contain agreements between the sellers and underwriters, prospectuses and other literature advertising an offer, filings of the U.S.... View Details

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