Publications

Publications

Filter Results: (45) Arrow Down

Show Results For

Page 1 of 45 Results →
Sort by

Are you looking for?

→Search All HBS Web
  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
Related
  • Research Summary

Negotiating Campaigns

By: James K. Sebenius
While most negotiation research focuses on specific transactions, many important negotiating situations can better be understood as elements of larger "campaigns."  By this term, I mean a series of related negotiations and other away-from-the-table... View Details
  • 02 May 2016
  • Research & Ideas

Why People Don’t Vote--and How a Good Ground Game Helps

argument that if you want to motivate immigrants you need a more targeted campaign—that’s often the way it’s done in the United States for example with Latinos, but in France it’s not possible to do this,” explains Pons. “It would reflect badly on a candidate to say,... View Details
Keywords: by Michael Blanding; Communications; Public Relations
  • 28 Jan 2015
  • Research & Ideas

Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections

October working paper The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections, was cowritten with HBS doctoral student Lingling Zhang. Chung and Zhang pored over 18,650 observations on... View Details
Keywords: by Dina Gerdeman
  • 04 Dec 2014
  • Working Paper Summaries

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang
  • September 2019 (Revised January 2021)
  • Case

Vispera: Visual Intelligence for Retail

By: Yael Grushka-Cockayne and Gamze Yucaoglu
The case opens in 2019 as Aytul Ercil, co-founder and CEO of Vispera, computer vision technology provider for retail, is contemplating the company’s agenda trying to decide how to prioritize the impeding options. The case chronicles the founding of Vispera, the... View Details
Keywords: Computer Vision Technology; Visual Analysis; Retail; Information Technology; Business Model; Operations; Performance Efficiency; Competitive Strategy; Decision Choices and Conditions; Global Strategy; Technology Industry; Retail Industry; Turkey
Related
  • 18 Nov 2014
  • First Look

First Look: November 18

http://www.hbs.edu/faculty/Publication%20Files/Teixeira%20et%20al%20(2014)%20Television%20Advertising%20and%20Online%20Shopping_7d5c54e1-fd1b-4dcc-bd41-06e2978d4f23.pdf   Working Papers The Air War versus The Ground Game: An Analysis of... View Details
Keywords: Sean Silverthorne
  • 25 Feb 2014
  • First Look

First Look: February 25

Download working paper: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1999484 Consequences to Directors of Shareholder Activism By: Gow, Ian D., Sa-Pyung Sean Shin, and Suraj Srinivasan Abstract—We examine how shareholder activist View Details
Keywords: Sean Silverthorne
  • February 2023
  • Case

Roblox: Virtual Commerce in the Metaverse

By: Ayelet Israeli and Nicole Tempest Keller
In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details
Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Entertainment and Recreation Industry; Video Game Industry; Technology Industry; United States; California; North America; South America; Asia; Europe
Related
  • 11 Dec 2012
  • First Look

First Look: Dec. 11

memoir, Decoded. Droga5 wrestles with two disparate challenges: developing a campaign for the book's launch and finding a way to drive trial for Bing, Microsoft's new search engine. Droga5's innovative solution is to kill two birds with... View Details
Keywords: Sean Silverthorne
  • 10 Mar 2009
  • First Look

First Look: March 10, 2009

16-21 Abstract The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove... View Details
Keywords: Martha Lagace
  • 19 Jul 2011
  • First Look

First Look: July 19

(residual income) the conceptual conflict is exacerbated by the adoption of 'fair value' (FV) as the measurement basis for assets and liabilities rather than the more theoretically grounded approach of 'deprival value/relief value'... View Details
Keywords: Sean Silverthorne
  • 10 Oct 2007
  • First Look

First Look: First Look: October 10

two bands they had signed, Maroon 5 and Flyleaf. Known for its grassroots marketing campaigns, Octone operated through a unique joint-venture model with SonyBMG Music Entertainment's RCA Music Group, which enabled the nimble record label to orchestrate mass-marketing... View Details
Keywords: Martha Lagace
  • 13 Nov 2013
  • Research & Ideas

Should Men’s Products Fear a Woman’s Touch?

women's shaving brand at Gillette. The company made a point of building products from the ground up for the distinct hair removal needs of both men and women. But it also made a point of creating a different brand name for Gillette's... View Details
Keywords: by Carmen Nobel; Consumer Products; Food & Beverage; Auto
  • 09 Dec 2002
  • Research & Ideas

Unilever—A Case Study

soapflakes, promoted as a fine soap that would not damage delicate fabrics just at a time when women's wear was shifting from cotton and lisle to silk and fine fabrics. The campaign featured a variety of tactics, including washing... View Details
Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail
  • 21 Nov 2019
  • Research & Ideas

Do TV Debates Sway Voters?

voters have already made up their mind,” the team writes. Given the importance of a campaign’s ground game, Pons says that governments should consider ways to improve the quality of information that voters receive. That might involve... View Details
Keywords: by Danielle Kost
  • 27 Jan 2023
  • Op-Ed

Have We Lost Sight of Integrity?

Easterbrook, and Meta’s Mark Zuckerberg. Rife with bravado, New York Congressman Santos campaigned on being the “full embodiment of the American dream.” The only problem was that many of his personal claims—including tentpoles punctuating... View Details
Keywords: by Bill George
  • 09 Nov 2016
  • Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on consumers to do something. For... View Details
Keywords: by John A. Quelch
  • 21 Feb 2019
  • Research & Ideas

Voter ID Laws Don't Work (But They Don't Hurt Anything, Either)

large scale get-out-the-vote campaigns after the early 2000s, but turnout remains low, with fewer than 60 percent of citizens participating in presidential and midterm elections. Voter registration remains an important obstacle to... View Details
Keywords: by Sean Silverthorne
  • 15 Jun 2007
  • Research & Ideas

Remembering Alfred Chandler

also remember thinking how kind he was; he had a palpable kindness about him. And an unquenchable curiosity. And beneath the raincoat and sometimes rumpled jacket, a steely determination to get the story right, to put the puzzle pieces together to form a whole. For all... View Details
Keywords: by Sean Silverthorne

Are you looking for?

→Search All HBS Web