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Publications

Publications

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  • All HBS Web  (283)
    • News  (53)
    • Research  (196)
    • Events  (2)
    • Multimedia  (1)
  • Faculty Publications  (59)

Show Results For

  • All HBS Web  (283)
    • News  (53)
    • Research  (196)
    • Events  (2)
    • Multimedia  (1)
  • Faculty Publications  (59)
← Page 8 of 283 Results →

    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
    • 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
    • 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

      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
      • 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
      Keywords: Julia Hanna; illustrations by Martha Rich; Manufacturing; Finance; News, Library, Internet, and Other Services; Information
      • 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

        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
        Keywords: Venture Capital;#1;#Advertising;#16;#Consumer Products & Packaged Goods
        • 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
        Keywords: by Michael Blanding; Communications; Public Relations
        • 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
        Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail
        • 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
        • 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
        • 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
        Keywords: by Julia Hanna; Retail; Web Services

          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
          • 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
          • 01 Apr 1999
          • News

          A Vibrant Brand

          his stock-in-trade as the advertising revenues for Vibe, Spin, and Blaze, the three magazines he now oversees at Vibe/Spin Ventures. As a founding member of the Vibe team, Clinkscales has watched the magazine's circulation grow from... View Details
          Keywords: Susan Young
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