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(1,924)
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Show Results For
- All HBS Web
(1,924)
- News (343)
- Research (1,270)
- Events (10)
- Multimedia (26)
- Faculty Publications (853)
- 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
- May 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video." Harvard Business School Video Supplement 594-511, May 1994.
- 1995
- Other Teaching and Training Material
Intel: A Multimedia Exercise in Advertising Management
By: J. Quelch
- 17 Jun 2013
- News
Advertising Symbiosis: The Key to Viral Videos
- 24 May 2013
- Video
Advertising Symbiosis: The Key to Viral Videos
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 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.)
- 2001
- Other Unpublished Work
Intermedia Substitutability and Market Demand by National Advertisers
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- 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.
- 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
- 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
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.
- 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.
- 2015
- Other Unpublished Work
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Lingling Zhang, Clarence Lee and Anita Elberse
- 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.
- July–August 1995
- Article
Seeing the Voice of the Customer: Metaphor-based Advertising Research
By: Gerald Zaltman and R. Coulter
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.
- 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.)
- 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.)