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(1,928)
- News (346)
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Show Results For
- All HBS Web
(1,928)
- News (346)
- Research (1,270)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
- 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)
Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign." Harvard Business School Case 590-036, March 1990. (Revised March 1992.)
- 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
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- September 2015
- Teaching Note
Buzzfeed — The Promise of Native Advertising
- 1999
- Working Paper
Restructuring in the U.S. Advertising Media Industry
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- 24 May 2013
- News
Advertising Symbiosis: The Key to Viral Videos
- 24 May 2013
- News
Four Lean Advertising Campaigns That Went Viral
- 05 Jan 2023
- News
Pay-Transparency Laws Do Not Work as Advertised
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords: Advertising
- 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
- May 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video." Harvard Business School Video Supplement 594-511, May 1994.
- 1995
- Other Teaching and Training Material
Intel: A Multimedia Exercise in Advertising Management
By: J. Quelch
- 17 Jun 2013
- News
Advertising Symbiosis: The Key to Viral Videos
- 24 May 2013
- Video
Advertising Symbiosis: The Key to Viral Videos
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
- 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
Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. (Lead article.)
- June 22, 2015
- Article
Is Programmatic Advertising the Future of Marketing?
Keywords: Marketing
Rayport, Jeffrey F. "Is Programmatic Advertising the Future of Marketing?" Harvard Business Review (website) (June 22, 2015).
- 01 Feb 2012
- News