Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (1,267) Arrow Down
Filter Results: (1,267) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (1,981)
    • News  (346)
    • Research  (1,267)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)

Show Results For

  • All HBS Web  (1,981)
    • News  (346)
    • Research  (1,267)
    • Events  (10)
    • Multimedia  (26)
  • Faculty Publications  (853)
← Page 8 of 1,267 Results →
Sort by

Are you looking for?

→Search All HBS Web
  • September 2016
  • Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
Keywords: Internet and the Web; Digital Marketing
Citation
Find at Harvard
Related
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." International Journal of Research in Marketing 33, no. 3 (September 2016): 475–490.
  • 2013
  • Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Keywords: Internet and the Web; Digital Marketing
Citation
Related
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
  • 2001
  • Other Unpublished Work

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Keywords: Advertising; Media; Demand and Consumers; Advertising Industry
Citation
Related
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability and Market Demand by National Advertisers." NBER Working Paper Series, December 2001.
  • April 1994
  • Supplement

Advertising and Promotion Management, Fourth Edition, Video Index

By: John A. Quelch
Citation
Find at Harvard
Related
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video Index." Harvard Business School Video Supplement 594-124, April 1994.
  • winter 1993
  • Article

Scale and Scope Effects on Advertising Agency Costs

By: A. J. Silk and E. Berndt
Keywords: Advertising; Cost
Citation
Find at Harvard
Related
Silk, A. J., and E. Berndt. "Scale and Scope Effects on Advertising Agency Costs." Marketing Science 12 (winter 1993): 1–20.
  • January 1978 (Revised April 1994)
  • Case

Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion

By: Stephen A. Greyser
Keywords: Advertising; Marketing; Strategy; Food and Beverage Industry
Citation
Find at Harvard
Related
Greyser, Stephen A. "Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion." Harvard Business School Case 578-133, January 1978. (Revised April 1994.)
  • 18 May 2015
  • Research & Ideas

Advertisers Get Serious About Playing With Their Brands

company's recruitment costs took a dive. "That's advertising and HR resources that they don't have to use anymore," Kornfeld says. Types Of Play The researchers categorize several types of play engaged in by marketers. One is "playing... View Details
Keywords: by Dina Gerdeman; Advertising
  • May 1986 (Revised August 1987)
  • Supplement

Gillette Co.: Dry Idea Advertising (A), Video Introduction

Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. View Details
Keywords: Advertising; Consumer Products Industry
Citation
Purchase
Related
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video Introduction." Harvard Business School Supplement 586-145, May 1986. (Revised August 1987.)
  • November 1987
  • Background Note

Note on Advertising Effectiveness in the Beer Industry

By: Malcolm S. Salter
Keywords: Advertising Campaigns; Performance Effectiveness; Food and Beverage Industry
Citation
Find at Harvard
Related
Salter, Malcolm S. "Note on Advertising Effectiveness in the Beer Industry." Harvard Business School Background Note 382-096, November 1987.
  • April 28, 2004
  • Article

Physicians Report on Patient Encounters Involving Direct-To-Consumer Advertising

By: Joel S. Weissman, David Blumenthal, Alvin J. Silk, Michael Newman, Kinga Zapert, Robert Leitman and Sandra Feibelmann
Keywords: Health; Customers; Advertising
Citation
Find at Harvard
Read Now
Related
Weissman, Joel S., David Blumenthal, Alvin J. Silk, Michael Newman, Kinga Zapert, Robert Leitman, and Sandra Feibelmann. "Physicians Report on Patient Encounters Involving Direct-To-Consumer Advertising." Health Affairs 10, no. 1377 (April 28, 2004): w4–219 – w4–233.
  • 2015
  • Other Unpublished Work

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Lingling Zhang, Clarence Lee and Anita Elberse
Keywords: Digital Marketing; Advertising Campaigns
Citation
Related
Zhang, Lingling, Clarence Lee, and Anita Elberse. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." March 2015. (In preparation for resubmission at Marketing Science.)
  • July–August 1995
  • Article

Seeing the Voice of the Customer: Metaphor-based Advertising Research

By: Gerald Zaltman and R. Coulter
Keywords: Customers; Advertising; Research
Citation
Find at Harvard
Related
Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.
  • 2021
  • Article

Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era

By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details
Keywords: Industry Evolution; Advertising; Spending; Measurement and Metrics; Mathematical Methods; Media; Advertising Industry; United States
Citation
Find at Harvard
Related
Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.
  • May 2009
  • Article

Skewed Bidding in Pay-per-Action Auctions for Online Advertising

By: Nikhil Agarwal, Susan Athey and David Yang
Citation
Read Now
Related
Agarwal, Nikhil, Susan Athey, and David Yang. "Skewed Bidding in Pay-per-Action Auctions for Online Advertising." American Economic Review: Papers and Proceedings 99, no. 2 (May 2009): 441–447.
  • 2013
  • Article

How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality

By: Alvin J. Silk and Charles King III
We analyze changes in concentration levels in the U.S. Advertising and Marketing Services industry using data from the U.S. Census Bureau's quinquennial Economic Census and the Service Annual Survey. These data, heretofore largely ignored, allow us to redress some of... View Details
Keywords: Concentration Levels; Data; U.S. Census Bureau’s Quinquennial Economic Census And The Service Annual Survey; Measurement Problems; Herfindahl-Hirschman Index; Concentration Ratios; Advertising; Advertising Industry; North and Central America
Citation
Purchase
Related
Silk, Alvin J., and Charles King III. "How Concentrated Is the U.S. Advertising and Marketing Services Industry? Myth vs. Reality." Journal of Current Issues & Research in Advertising 34, no. 1 (2013): 166–193.
  • 24 Mar 2008
  • Working Paper Summaries

Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud

Keywords: by Benjamin G. Edelman; Video Game; Web Services
  • May 2018 (Revised September 2018)
  • Case

BuzzFeed—What Future for Native Advertising and Branded Content?

By: Felix Oberholzer-Gee
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
Keywords: Information Publishing; Internet and the Web; Digital Marketing; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States
Citation
Educators
Purchase
Related
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
  • 1997
  • Working Paper

Intermedia Substitutability in the U.S. National Advertising Market

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Citation
Related
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability in the U.S. National Advertising Market." Harvard Business School Working Paper, No. 98-005, July 1997.
  • March 2014
  • Teaching Note

Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

By: Dennis Yao
Citation
Purchase
Related
Yao, Dennis. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Teaching Note 714-501, March 2014.
  • 26 Oct 2017
  • Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

White House popularized the term “fake news,” the influence of social media advertising and online publishing requires serious reexamination. That began to happen October 24 at the The Future of Advertising... View Details
Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News
  • ←
  • 8
  • 9
  • …
  • 63
  • 64
  • →

Are you looking for?

→Search All HBS Web
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.