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Publications

Publications

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  • All HBS Web  (284)
    • News  (53)
    • Research  (196)
    • Events  (2)
    • Multimedia  (1)
  • Faculty Publications  (60)

Show Results For

  • All HBS Web  (284)
    • News  (53)
    • Research  (196)
    • Events  (2)
    • Multimedia  (1)
  • Faculty Publications  (60)
← Page 8 of 284 Results →

    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
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