Filter Results:
(1,920)
Show Results For
- All HBS Web
(1,920)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
Show Results For
- All HBS Web
(1,920)
- News (343)
- Research (1,266)
- Events (9)
- Multimedia (26)
- Faculty Publications (848)
- 24 May 2013
- News
Four Lean Advertising Campaigns That Went Viral
- 05 Jan 2023
- News
Pay-Transparency Laws Do Not Work as Advertised
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords: Advertising
- 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.)
- 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
- Web
Scrapbooks & Collectibles- 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: Scrapbooks & Collectibles National Markets Advertising Products Trade... View Details
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- November 1987
- Background Note
Note on Advertising Effectiveness in the Beer Industry
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
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.
- 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.
- July–August 2016
- Article
Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets
By: Ayelet Israeli, Eric Anderson and Anne Coughlan
Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details
Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry
Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. (Lead article.)
- April 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video Index
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video Index." Harvard Business School Video Supplement 594-124, April 1994.
- 16 Mar 2010
- News
Towards a Bill of Rights for Online Advertisers
- 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.
- 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.
- 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.)
- 18 May 2015
- News
Advertisers Get Serious About Playing With Their Brands
- 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
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video Introduction." Harvard Business School Supplement 586-145, May 1986. (Revised August 1987.)