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- All HBS Web
(284)
- News (53)
- Research (196)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
Cyrus H. K. Curtis
Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for View Details
Keywords: Publishing & Print Media
William M. Rosson
Shunning critics, Rosson introduced two new smokeless tobacco products in the early eighties – Hawken moist snuff and Levi Garrett shredded tobacco. Through targeted advertising and promotions, these... View Details
Keywords: Food & Tobacco
- 04 Sep 2019
- News
Ask the Expert: Bounce Back
about the person behind that email address. And advertisers can leverage that clarity about the audience to target ads more precisely. Your clients are largely publishers, but how broadly can you apply these... View Details
Keywords: Jen McFarland Flint
- 01 Jun 2002
- News
Ads Improve Consumer Decisions
to advertising can actually decrease the probability of a consumer choosing that product. This boosts the case for precision target marketing, which, though often controversial for perceived breaches of... View Details
Keywords: Laura Singleton (MBA 1988)
- 01 Dec 1999
- News
The Message and the Media: Advertising's Brave New World
Long defined almost exclusively in terms of print and broadcast outlets, mass media as an industry has been undergoing a major transformation - and that means big changes for the advertising industry, too. The Internet, for example, which... View Details
Keywords: Peter K. Jacobs
- 01 Oct 1998
- News
Short Takes
Health, Carolyn Celebucki, and Gregory N. Connolly, both of the Massachusetts Department of Public Health, point out, prior studies provide only indirect evidence that magazine advertising targets youth... View Details
Keywords: Eileen K. McCluskey
- 01 Dec 2002
- News
Extra! Extra! Newspapers Miss the Story
yet less than 5 percent of the newspaper industry offers any targeted advertising products.” The irony, he notes, is that “the Internet will eventually eat into traditional print revenue, but the... View Details
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
argument that if you want to motivate immigrants you need a more targeted campaign—that’s often the way it’s done in the United States for example with Latinos, but in France it’s not possible to do this,” explains Pons. “It would reflect... View Details
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
overseas backlash against U.S. goods? A: Long before the Iraq conflict, the triumphal tone of America's global march set off a backlash. Brands such as McDonald's, Starbucks, and The Gap have become targets for protesters in many parts of... View Details
Keywords: by Sean Silverthorne
Thomas J. Burrell
Burrell created his agency to capitalize on the untapped potential of the black market in America, and in the process, he became a pioneer of target marketing and built the largest black-owned advertising... View Details
Keywords: Services
- 17 Feb 2010
- First Look
First Look: Feb. 17
information content. The theory yields interesting results about the informational role of targeted advertising and its consequences. First, targeting can itself serve as a... View Details
Keywords: Martha Lagace
- 06 Dec 2021
- News
What's the Word?
Post·cook·ie (adj.) Cookies—those bits of data that track online browsing history and save your passwords—aren’t going anywhere. But third-party cookies that allow a shoe advertisement to follow you from page to page will become a thing... View Details
Rob Gierkink
data and technology-driven solutions for leading retailers to dramatically improve the targeting and measurement of their digital advertising efforts. Datalogix clients included companies like Kroger,... View Details
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
generally worked with the advertising managers. In its early years, the cosmetics company could not afford a large, mass media campaign. Instead, Estée and department store managers sent mailings to targeted... View Details
- 12 May 2015
- Blog Post
Just Starting to Recruit?
club-sponsored events, and more. 5) Partner with a Club - Organizations can reach targeted groups of students by connecting with relevant career-related student clubs. Work with club leaders to sponsor events, View Details
Keywords: All Industries
- 08 Dec 2009
- First Look
First Look: Dec. 8
Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details
Keywords: Martha Lagace
Ernest Gallo
A marketing genius, Gallo targeted the “low end” of the wine market when he introduced Thunderbird in the 1950s. The marketing strategy was a resounding success, and Gallo sold an unprecedented 2.5 million cases of the wine in less than a... View Details
Keywords: Food & Tobacco
- 17 Jan 2008
- Research & Ideas
If Marketing Experts Ran Elections
requires the development of a distinctive, appealing message, delivered consistently over time. But politicians can't win by targeting a single niche segment. They have to win a majority on election day, and doing so often means parsing... View Details
Keywords: by John A. Quelch
- 01 Dec 2015
- News
Snapping Up Voters
Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first political View Details
Keywords: Sasha Issenberg
- 13 May 2014
- First Look
First Look: May 13
http://www.directorsandboards.com/html/curissue.html Working Papers Principals and Their Car Dealers: What Do Targets Tell About Their Relation? By: Bouwens, Jan, Eddy Cardinaels, and Jingwen Zhang Abstract—In this study we describe... View Details
Keywords: Sean Silverthorne