Filter Results
:
(519)
Show Results For
-
All HBS Web
(519)
- News (75)
- Research (378)
- Events (3)
- Multimedia (1)
- Faculty Publications (209)
Show Results For
-
All HBS Web
(519)
- News (75)
- Research (378)
- Events (3)
- Multimedia (1)
- Faculty Publications (209)
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
to globalization, a second force enabling marketing to bring good quality to the masses is technology. Today, the Internet, supported like most of the diverse media that preceded it by brand advertising...
View Details
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
For example, under the "informative" , advertising tends to encourage price competition while "persuasive" advertising tends to inhibit price competition. Clearly, both kinds of View Details
Keywords:
by Manda Salls
- 01 Sep 2018
- News
The True Value of a Tweet
Image by John Ritter Companies can spend millions curating their social media presence—with sometimes famously funny results, like the Twitter accounts for Wendy’s and Denny’s—but how relevant is that to revenues? Here, Associate...
View Details
Keywords:
Jen McFarland Flint
- 01 Dec 2016
- News
Research Brief: So Many Sites, So Little Time
paper by Professor Shane Greenstein with Andre Boik of UC Davis and Jeffrey Prince of Indiana University offers surprising—and helpful—insights for advertisers or anyone else hoping to win online attention. Greenstein and his coauthors...
View Details
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
Presidential election has enabled outsider candidates to capture the attention of millions through social media sound bites. Pull-marketing targeting ordinary voters for small contributions is the hallmark of the Sanders campaign....
View Details
- 14 Sep 2009
- Research & Ideas
Understanding Users of Social Networks
near the media hubs (except Atlanta) and far away from those elite opinion-makers in coastal urban areas. “You need to shift your mindset from social media to social strategy.” "MySpace has a PR problem...
View Details
- May 2022
- Supplement
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed...
View Details
Keywords:
Marketing;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Social Marketing;
Marketing Communications;
Product Positioning;
Advertising;
Communication Strategy;
Advertising Campaigns;
Social Media;
Advertising Industry;
Advertising Industry;
United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
football. “I am hesitant to say schools choose to invest in athletics just because of the spillover effect into academics” "The primary form of mass media advertising by academic institutions in the...
View Details
- 01 Dec 1999
- News
The Message and the Media: Advertising's Brave New World
Long defined almost exclusively in terms of print and broadcast outlets, mass media as an industry has been undergoing a major transformation - and that means big changes for the advertising industry, too....
View Details
Keywords:
Peter K. Jacobs
- May 1988
- Case
Capital Cities/ABC, Inc: Spot Sales
Cespedes, Frank V. "Capital Cities/ABC, Inc: Spot Sales." Harvard Business School Case 588-071, May 1988.
- Career Coach
Matt Spielman
divisions and several initiatives in response to the dramatic changes in the media landscape. At Moxie Interactive, a digital media agency within the Publicis Groupe, Matt led the New York office and...
View Details
- 01 Mar 2016
- News
The People’s Pods
on the promise of podcast advertising JA: Another way of thinking about it is distribution. Distribution used to be so, so important to get content out there. And increasingly, that’s not so, because the Internet is “disintermediating”...
View Details
Keywords:
Dan Morrell
- 01 Jun 2007
- News
Uncorked
an advertisement for perfume.” In 1972, E. & J. Gallo Winery called out of the blue and invited McClelland to its Modesto headquarters to manage its network television purchases. Eventually becoming the family company’s first female vice...
View Details
- January 2009
- Teaching Note
Obama versus Clinton: The YouTube Primary (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for [509032].
View Details
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some...
View Details
Keywords:
by James Heskett
- 24 Feb 2014
- Research & Ideas
Uncovering Racial Discrimination in the ‘Sharing Economy’
apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in...
View Details
Frank A. Munsey
Frank Munsey revolutionized the publishing industry by bringing financial rigor to the business. Munsey was a pioneer in connecting advertising prices to circulation volume making large-scale magazine production affordable and profitable....
View Details
Keywords:
Publishing & Print Media
Cyrus H. K. Curtis
Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for target...
View Details
Keywords:
Publishing & Print Media
- 01 Apr 2000
- News
Getting the Message
promote them. Adapted from "Restructuring in the U.S. Advertising Media Industry," by Alvin J. Silk, Lisa R. Klein, and Ernst R. Berndt, a paper that was presented at the Berlin Internet Economics Workshop...
View Details
Keywords:
Susan Young
Helen R. Reid
Working at the newspaper since 1918, Reid was instrumental in expanding the Tribune’s advertising revenue, circulation, and editorial content. She played a major role in promoting women within the organization, and by the forties, the...
View Details
Keywords:
Publishing & Print Media