Targeted Advertising - Publications - Faculty & Research

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

Keywords: by Michael Blanding; Communications; Public Relations

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

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

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

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

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

Publications