Advertisers - Publications - Faculty & Research

1995
Other Teaching and Training Material

17 Jun 2013
News

Advertising Symbiosis: The Key to Viral Videos

24 May 2013
Video

Advertising Symbiosis: The Key to Viral Videos

1999
Article

Managing Advertising and Promotion for Long-Run Profitability

By: Kamel Jedidi, Carl F. Mela and Sunil Gupta

Keywords: Management; Advertising; Profit

Citation

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Bibliography - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Bibliography Site Credits Dwight, Frederick.... View Details

1992
Book

The Marketing Roles and Impact of "Tombstone" Advertising

By: S. A. Greyser and J. M. Case

Keywords: Advertising

Citation

Web

Scrapbooks & Collectibles- The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Scrapbooks & Collectibles National Markets Advertising Products Trade... View Details

Oct 2004
Conference Presentation

The Effectiveness of Pre-Release Advertising for Motion Pictures

By: Anita Elberse

Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry

Citation

June 22, 2015
Article

Is Programmatic Advertising the Future of Marketing?

By: Jeffrey F. Rayport

Keywords: Marketing

Citation

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01 Feb 2012
News

Viral Advertising via Ad Symbiosis: Self-Interested Sharing

The Dynamic Advertising Effect of Collegiate Athletics

I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details

Web

National Markets - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: National Markets National Markets Advertising Products Trade Catalogs... View Details

September 2016
Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details

Keywords: Internet and the Web; Digital Marketing

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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)

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June 2002
Article

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt

Keywords: Markets; Advertising

Citation

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01 Dec 2001
News

Teens and Magazines: Where There's Smoke, There's Advertising

According to their 1998 agreement with the attorneys general of 46 states, the four largest U.S. tobacco companies are prohibited from using advertising that targets people younger than 18. But HBS assistant professor Charles King (with... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Advertising, Public Relations, and Related Services; Professional Services

July–August 2016
Article

Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry

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Research Links - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Trade Cards Trade Catalogs Baker Old Class... View Details