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Show Results For
- All HBS Web
(1,977)
- News (346)
- Research (1,263)
- Events (10)
- Multimedia (26)
- Faculty Publications (851)
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- June 2013
- Article
How to Profit from 'Lean Advertising'
By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Advertising Industry; United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
company’s obligation lie? The struggle over the advertising of India’s fairness creams is the centerpiece of a March 2016 case “Fair & Lovely vs. Dark Is Beautiful,” which was written by Rohit Deshpandé, Sebastian S. Kresge Professor... View Details
- November 1992 (Revised June 1993)
- Case
The Advertising Council Teen Alcoholism Campaign: Research and Strategy
By: V. Kasturi Rangan and Jayne D. Kramer
Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council Teen Alcoholism Campaign: Research and Strategy." Harvard Business School Case 593-060, November 1992. (Revised June 1993.)
- March 1990 (Revised March 1992)
- Supplement
New York Against AIDS (B): Backlash to the Advertising Campaign
By: V. Kasturi Rangan and Sohel Karim
Provides a follow-up to the (A) case. View Details
Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (B): Backlash to the Advertising Campaign." Harvard Business School Supplement 590-037, March 1990. (Revised March 1992.)
- spring 1996
- Article
The Effect of Manufacturer Advertising on Retail and Wholesale Margins
By: R. Lal and C. Narasimhan
Keywords: Advertising
Lal, R., and C. Narasimhan. "The Effect of Manufacturer Advertising on Retail and Wholesale Margins." Marketing Science (spring 1996).
- 2004
- Chapter
Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Keywords: Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Advertising Industry
Silk, Alvin J., and Ernst R. Berndt. "Cost Economies in the Global Advertising and Marketing Services Business." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, 217–257. San Francisco, CA: Jossey-Bass, 2004.
- February 1994
- Article
A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
By: Rohit Deshpandé and D. M. Stayman
Keywords: Advertising
Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64.
- February 26, 2003
- Article
Consumers' Reports on the Health Effects of Direct-To-Consumer Drug Advertising
By: Joel S. Weissman, David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman and Robert Leitman
Weissman, Joel S., David Blumenthal, Alvin J. Silk, Kinga Zapert, Michael Newman, and Robert Leitman. "Consumers' Reports on the Health Effects of Direct-To-Consumer Drug Advertising." Health Affairs (February 26, 2003).
- 2007
- Blog
Harvard Business Online—Marketing Know:How: Advertising Companies Will Learn to Love Google
By: John A. Quelch
Quelch, John A. "Advertising Companies Will Learn to Love Google." Harvard Business Online—Marketing Know:How (blog). December 26, 2007. https://hbr.org/2007/12/advertising-companies-will-lea.
- 1991
- Chapter
Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond
By: J. A. Deighton, L. F. Alwitt and J. Grimm
- fall 1994
- Article
Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms
By: A. J. Silk and E. R. Berndt
Silk, A. J., and E. R. Berndt. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms." Journal of Economics & Management Strategy 3 (fall 1994): 437–480.
- September 2012
- Teaching Note
JWT China: Advertising for the New Chinese Consumer (TN)
By: Elisabeth Koll
- November 1976 (Revised August 1984)
- Case
Friendly Ice Cream Corp.: Advertising Strategy for New England
Buzzell, Robert D. "Friendly Ice Cream Corp.: Advertising Strategy for New England." Harvard Business School Case 577-062, November 1976. (Revised August 1984.)
- spring/summer 1984
- Article
Children as Consumers: An Ethical Evaluation of Children's Television Advertising
By: L. S. Paine
Paine, L. S. "Children as Consumers: An Ethical Evaluation of Children's Television Advertising." Business & Professional Ethics Journal 3, nos. 3/4 (spring/summer 1984): 119–145. (Reprinted in Business Ethics, edited by Thomas White. New York: MacMillan Publishing Company, 1993; Revised as "Children as Consumers: The Ethics of Children's Television Advertising." In Ethics in Marketing, edited by J. Quelch and C. Smith, 672-686. Burr Ridge, Ill: Richard D. Irwin, 1993.)
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- 1984
- Chapter
Structural Determinants of Ratios of Promotion and Advertising to Sales
By: John A. Quelch, Cheri T. Marshall and Dae R. Chang
Quelch, John A., Cheri T. Marshall, and Dae R. Chang. "Structural Determinants of Ratios of Promotion and Advertising to Sales." In Research on Sales Promotion: Collected Papers. no. 84-104, edited by Katherine E. Jocz, 83–105. Marketing Science Institute Report. Cambridge, MA: Marketing Science Institute, 1984.
- 31 May 2012
- Working Paper Summaries
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
- November 1992 (Revised June 1994)
- Case
Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution
By: V. Kasturi Rangan and Jayne D. Kramer
Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution." Harvard Business School Case 593-061, November 1992. (Revised June 1994.)
- 1979
- Chapter
Advertising Waste and Consumer Protection: Issues for Policymakers and Practitioners
By: J. Quelch and M. Pearce