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Show Results For
- All HBS Web
(283)
- News (53)
- Research (196)
- Events (2)
- Multimedia (1)
- Faculty Publications (59)
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details
- 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
- 01 Apr 2000
- News
Getting the Message
state-of-the-art graphics, to target the right audience, and to measure responses instantly. But many experts contend that Internet advertising is still in its infancy. There is a widely held belief that in... View Details
Keywords: Susan Young
- 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
- 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
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
- 22 Sep 2015
- News
Getting New Ideas off the Ground
of the things that we learned was that you could target advertising in a very different way if you were to think about the cable infrastructure differently. So we built another company in the View Details
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre... View Details
- 01 Mar 2004
- News
The Weather Channel Forecast: Challenges Ahead
avoided asking cable operators for higher subscriber fees, currently about nine cents per household per month. Instead, it is looking to boost advertising revenue. Early this year, it began rolling out new computerized ad View Details
- 19 Sep 2016
- News
A Streamlined Time Inc.
only do we create this amazing, premium content, and we also produce at scale, but at the same time, we’re actually taking that content and layering on top of it technology and data insights and targeting opportunities that are creating a... View Details
- 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
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)
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
share to succeed; targeting a minority of consumers with a distinctive product is often more profitable than an all-things-to-all-people approach. But, in the world of representative democracy, you have to be the market share leader,... View Details
- 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 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 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
- 01 Dec 2006
- News
One-on-One with Jeff Hicks
HICKS Illustration by Joe Ciardiello Jeff Hicks (MBA ’97) arrived at HBS with ten years of experience as an advertising executive at Leo Burnett in Chicago. Disillusioned with the trend toward “unbundling” agencies into different... View Details