Sponsored Search Advertising - Publications - Faculty & Research

01 Aug 1998
News

High Honors

an entrepreneur. With several other HBS graduates, he undertook a decidedly low-tech startup: plastic phone book covers to carry local advertisements in Massachusetts. The company, the National Merchandising Corporation, was such a... View Details

01 Jan 2002
News

Egon P.S. Zehnder (MBA '56)

McCann-Erickson, Inc., 1956-59 With a student loan to repay after HBS, Zehnder jumped at the advertising agency's starting salary of $7,500-the highest offer he received-plus the prospect of an international posting. By 1959, aged 29, he... View Details

01 Mar 2004
News

Derek Ferguson

Advertising (a firm that helps clients reach the $890 billion youth and hip-hop markets); Bad Boy Films; and Daddy’s House Social Programs, which provides tutoring for more than five hundred students in New York and New Jersey. (P.... View Details

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

22 Feb 2024
News

GCC Crossroads Aims for a Bright Future; Seattle Alumni Talk Leadership in Tech; Italy Preps for European Alumni Summit

Clubs News Clubs News Crossroads Forum Explores Future of Gulf Region More than 1,300 public and private leaders convened in Riyadh, Saudi Arabia on January 30 and 31 for the Crossroads GCC Future Impact Forum, co-hosted by the HBS Club of the Gulf Cooperation Council... View Details

Keywords: Margie Kelley

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Privacy Policy & Legal Info | HBS Online

your progress and participation in a Service if your participation in the Service is sponsored by your employer, and if you have so consented or we are otherwise permitted to do so. To enable HBS Online, either directly or through third... View Details

05 Feb 2014
Research & Ideas

Can Putin Score Olympic Gold?

Rings'—capital T, capital R—are arguably one of the most recognized brand symbols in the world. By definition, companies want to cobrand with the Olympics, at least when they aren't laden with problems. Big names such as Coca-Cola (an Olympic View Details

Keywords: by Michael Blanding; Advertising; Advertising

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The... View Details

Keywords: by Thales Teixeira; Sports

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Harvard Business School

culminated in his role as COO, where he directed the historic merger of Price Waterhouse and Coopers & Lybrand. After retiring from PwC, Brittain founded the executive search and consulting firm Professional Resources on Demand. A... View Details

Career Coach

Ryan Kim

independent sponsor private equity firm and completed a self-funded search to buy a regional automotive installation services business which he operated as President. Prior to that, Ryan worked in large and... View Details

Keywords: Search Fund; Search Fund; Search Fund; Search Fund; Search Fund; Search Fund; Search Fund; Search Fund

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

provide insights for marketers and the advertising industry. Until as recently as last year, for instance, most Internet advertising had been Web-sponsored, promoting firms such as Internet service... View Details

Keywords: by Peter K. Jacobs

Bowman Gray

Gray developed the famous advertising slogan for Camel cigarettes: “I’d walk a mile for a Camel.” An early radio advertiser, Gray sponsored the Camel Pleasure Hour in the 1930s. Gray led the campaign against... View Details

Keywords: Food & Tobacco

01 Apr 2000
News

Getting the Message

Sponsorships allow advertisers to offer content that is related to their products or services and valued by the target audience. For example, a pharmaceutical company might sponsor a bulletin board for... View Details

Keywords: Susan Young

14 Sep 2009
Research & Ideas

Understanding Users of Social Networks

networks," says Piskorski. They can address some basic search failures: "It's hard to know what my friends are up to, but online I can catch up with them quickly." But they can also fix bigger View Details

Keywords: by Sean Silverthorne; Advertising; Advertising

Richard R. Deupree

In 1930, Deupree was the first individual not of the Procter or Gamble names to head the company. Under Deupree’s leadership, the company became the country’s leading seller of consumer products. Deupree also put Procter & Gamble on the path toward becoming the... View Details

Keywords: Personal Care & Home Products

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Photographs & Prints | Baker Library

Photographs & Prints Our extensive visual collections include photographs, lithographs, engravings, and advertising trade cards and posters. Special Collections & Archives has more than 32,000 photographs, daguerreotypes, and stereographs... View Details

01 Jun 2014
News

Faculty Q&A: The Cup Runneth Over

upwards of eight figures on an ongoing basis. For the World Cup, FIFA adds eight "Sponsors" and eight "National Supporters." The opportunities are so valuable that, once secured, a company rarely gives up its rights. These sponsorships are category exclusive, so Visa... View Details

Keywords: Garry Emmons

12 May 2015
Blog Post

Just Starting to Recruit?

club-sponsored events, and more. 5) Partner with a Club - Organizations can reach targeted groups of students by connecting with relevant career-related student clubs. Work with club leaders to sponsor events, View Details

Keywords: All Industries

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

even seven figures because their expertise is just so valuable.” What does a digitization/tech economist do every day? Problems they work on include: Online advertising design. Advertising inventory on View Details

Keywords: by Roberta Holland; Technology; Education

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Films & TV | Baker Library | Bloomberg Center | Harvard Business School

the Corporate Image Gary Works Photograph Album Resources Research Links Films & TV Bibliography From the Director Site Credits Special Collections Search Exhibition Introduction The Founding of U.S. Steel and the Power of Public Opinion... View Details

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Post-war PR Campaigns Reaching Wide Audiences | Baker Library | Bloomberg Center | Harvard Business School