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  • Web

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
  • September–October 2013
  • Article

The Dynamic Advertising Effect of Collegiate Athletics

By: Doug J. Chung
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
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Advertising Industry
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  • June 2014 (Revised August 2014)
  • Case

BuzzFeed — The Promise of Native Advertising

By: Felix Oberholzer-Gee
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  • 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
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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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  • 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
  • May 1994
  • Supplement

Advertising and Promotion Management, Fourth Edition, Video

By: John A. Quelch
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  • 1995
  • Other Teaching and Training Material

Intel: A Multimedia Exercise in Advertising Management

By: J. Quelch
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  • 17 Jun 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • 24 May 2013
  • Video

Advertising Symbiosis: The Key to Viral Videos

  • 18 Dec 2008
  • Working Paper Summaries

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

Keywords: by Alvin J. Silk & Charles King III; Advertising
  • September 2015
  • Teaching Note

Buzzfeed — The Promise of Native Advertising

By: Felix Oberholzer-Gee
Related
  • 1999
  • Working Paper

Restructuring in the U.S. Advertising Media Industry

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

  • 28 Feb 2013
  • Working Paper Summaries

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

Keywords: by Pavel Kireyev, Koen Pauwels & Sunil Gupta; Advertising
  • June 22, 2015
  • Article

Is Programmatic Advertising the Future of Marketing?

By: Jeffrey F. Rayport
Keywords: Marketing
Related
  • 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