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- All HBS Web
(1,931)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 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
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
- June 2014 (Revised August 2014)
- Case
BuzzFeed — The Promise of Native Advertising
Oberholzer-Gee, Felix. "BuzzFeed — The Promise of Native Advertising." Harvard Business School Case 714-512, June 2014. (Revised August 2014.)
- 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.)
- 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
- 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
- 18 Dec 2008
- Working Paper Summaries
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
- 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
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 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
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