Advertising - Publications - Faculty & Research

March 1990 (Revised March 1992)
Case

New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

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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May 1986
Supplement

Gillette Co.: Dry Idea Advertising (C), Video

Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half... View Details

Keywords: Advertising; Consumer Products Industry

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Article

The Effectiveness and Targeting of Television Advertising

By: R. Shachar and B. Anand

Keywords: Media; Advertising

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December 1990 (Revised February 1991)
Supplement

Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (B)

By: Nitin Nohria

Keywords: Advertising Industry

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September 2015
Teaching Note

Buzzfeed — The Promise of Native Advertising

By: Felix Oberholzer-Gee

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1999
Working Paper

Restructuring in the U.S. Advertising Media Industry

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

Citation

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

Web

Gallery - 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 National Markets Advertising... View Details

1992
Book

The Marketing Roles and Impact of "Tombstone" Advertising

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

Keywords: Advertising

Citation

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

2001
Other Unpublished Work

Intermedia Substitutability and Market Demand by National Advertisers

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

Keywords: Advertising; Media; Demand and Consumers; Advertising Industry

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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

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

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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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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

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

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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