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(1,916)
- News (337)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
Show Results For
- All HBS Web
(1,916)
- News (337)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- 1999
- Working Paper
Restructuring in the U.S. Advertising Media Industry
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- 24 May 2013
- News
Advertising Symbiosis: The Key to Viral Videos
- 24 May 2013
- News
Four Lean Advertising Campaigns That Went Viral
- 05 Jan 2023
- News
Pay-Transparency Laws Do Not Work as Advertised
- winter 1993
- Article
Scale and Scope Effects on Advertising Agency Costs
By: A. J. Silk and E. Berndt
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
Greyser, Stephen A. "Ocean Spray Cranberries, Inc.: Crangrape Advertising and Promotion." Harvard Business School Case 578-133, January 1978. (Revised April 1994.)
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 18 May 2015
- News
Advertisers Get Serious About Playing With Their Brands
- 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
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.
- October 2007
- Article
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
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
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
- 12 Feb 2013
- News
Welcome to the Future of Advertising Insight Center
- 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
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.
- 01 Dec 2001
- News
Teens and Magazines: Where There's Smoke, There's Advertising
According to their 1998 agreement with the attorneys general of 46 states, the four largest U.S. tobacco companies are prohibited from using advertising that targets people younger than 18. But HBS assistant professor Charles King (with... View Details
- June 2002
- Article
Intermedia Substitutability and Market Demand by National Advertisers
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability and Market Demand by National Advertisers." Review of Industrial Organization 20, no. 4 (June 2002): 323–348.
- Web
Research Links - The Art of American Advertising
Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Trade Cards Trade Catalogs Baker Old Class... View Details
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- May 2009
- Article
Skewed Bidding in Pay-per-Action Auctions for Online Advertising
By: Nikhil Agarwal, Susan Athey and David Yang
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.