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(1,930)
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Show Results For
- All HBS Web
(1,930)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
- 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
- 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
- 1992
- Book
The Marketing Roles and Impact of "Tombstone" Advertising
By: S. A. Greyser and J. M. Case
Keywords: Advertising
- 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.
- 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
- 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.
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- 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
- 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.
- 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.
- 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.)
- 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 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.)
- 18 May 2015
- News