advertising - Publications - Faculty & Research

18 May 2011
News

Man with a Plan

the commodity wood segment. The Yella Fella character really came from the natural evolution of our advertising strategy. “Had you asked me in the mid-1980s if I envisioned playing a cowboy character in our commercials, I would never have... View Details

01 Apr 1997
News

Management Update Launched

interview, Jean-Marie Dru, cofounder and chairman of the BDDP Group, a Paris-based global advertising agency, discussed the importance of brands in the new economy. A list of Web sites relevant to managers and a section summarizing... View Details

Keywords: Judith A. Ross

Peter Vundla

Keywords: Advertising; Marketing

03 Mar 2014
Research & Ideas

Facebook’s Future

what we need right now. If I walk down the street and feel hungry, for example, Facebook will suggest a set of friends who live nearby and seem available and then advertise a restaurant that we all might like. Or if my nanny suddenly... View Details

Keywords: by Mikolaj Piskorski

Web

Digital Exhibits | Baker Library

records of their experiences. The exhibit provides insight into momentous events as well as the day-to-day activities of American traders in the treaty ports. The Art of American Advertising, 1865-1910 A burgeoning advertising industry in... View Details

08 Mar 2011
First Look

First Look: March 8

Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and advertiser entry strategies are derived using symmetric Bayes-Nash equilibrium that lead to... View Details

Keywords: Sean Silverthorne

01 Sep 2016
News

Alumni and Faculty Books for September 2016

stress, depression, and mild traumatic brain disorders. Nawabs, Nudes, Noodles: India through 50 Years of Advertising by Ambi Parameswaran (AMP 186, 2014) (Pan Macmillan India) Parameswaran examines how View Details

30 Dec 2013
Research & Ideas

Most Popular Articles of 2013

Advertising Authors Pavel Kireyev, Koen Pauwels, and Sunil Gupta find that popular Web metrics do not adequately capture consumer behavior online and lead marketers to create less effective marketing budgets. Organizational Factors that... View Details

Keywords: by Staff

08 May 2019
Blog Post

Top-Notch Talent Begets Top-Notch Talent

a variety of dynamic, in-demand work engagements). But many times, the greatest ideas arise out of opportunity. And often, the best businesses are created to address a market gap. In this case, it was both. Cheney had spent six years post HBS working in strategy for... View Details

16 Feb 2018
Blog Post

Out of PE, Into Africa

the planning process so that they feel engaged and buy-in. Even our 8-year-old was able to express preferences that we incorporated which gave him something to look forward to when he was fatigued from our long travels. While you don’t need to View Details

April 1990
Case

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

By: Stephen A. Greyser and Norman Klein

Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details

Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations

Citation

Educators

Purchase

01 Jun 2018
News

What I Do: Minnie Ingersoll (MBA 2002)

successful?” “One of the big things in recruitment is figuring out how to attract employees who reflect the people we are trying to serve. For instance, one of our core areas is criminal justice. Today, one in four Americans has a criminal record, so when we View Details

Keywords: Dan Morrell; illustrations by Peter and Maria Hoey

01 Dec 2011
News

Inside MTV’s Global Fame

integrated marketing, constantly cutting deals with advertisers not just to buy spots on MTV Europe but also to sponsor entire shows and concerts and to offer unique rewards to viewers as well. He takes credit (or blame) for MTV’s being... View Details

Keywords: Sean Silverthorne; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

17 Sep 2001
Research & Ideas

Let Customers Call the Shots

definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details

Keywords: by Martha Lagace

Web

Research Resources | Baker Library

Photographers, 1950–1972 (Series XI) Test photographs taken by a selection of photographers whom Polaroid employed to test and critique its products. Marketing and Advertising Records, 1928–2004 (Series XII) Documentation of the company’s... View Details

Profile

Wendy Lim

San Francisco: as New Marketing Manager, Head of User Support and Content, and her current assignment, Director of Sales and Advertising Operations. “There are just so many HBS people on the West Coast who can connect you to the right... View Details

Profile

Gordon Ross

area with a horrendous natural disaster where major things went wrong. Yet I’ve never met so many positive, optimistic people. New Orleans is an advertisement for the human spirit and how it can pull you through.” Managing a different... View Details

22 Feb 2018
Blog Post

Five Steps to Jump Start Your MBA Recruiting at HBS

functional or industry experience? What skill sets would add value to your team? Our Resume Book Database can help you find candidates that fit this profile. Companies also often work with relevant career-related student clubs on campus by sponsoring events and View Details

Keywords: All Industries

Person Page

Read excerpts from DENIAL

By: Richard S. Tedlow

The Edifice Complex: Denial at Sears

Book Excerpt: Denial at Sears (BusinessWeek.com, February 26, 2010)

From Denial: Why Business... View Details

June 2015
Article

Does Google Leverage Market Power Through Tying and Bundling?

By: Benjamin Edelman

I examine Google's pattern and practice of tying to leverage its dominance into new sectors. In particular, I show how Google used these tactics to enter numerous markets, to compel usage of its services, and often to dominate competing offerings. I explore the... View Details

Keywords: Competition; Antitrust; Google; Tying; Bundling; Competitive Strategy; Search Technology; Law; Advertising Industry; Advertising Industry