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-
All HBS Web
(1,860)
- News (326)
- Research (1,245)
- Events (9)
- Multimedia (25)
- Faculty Publications (834)
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- 2008
- Working Paper
The Internalization of Advertising Services: An Inter-Industry Analysis
By: Sharon Horsky, Steven C. Michael and Alvin J. Silk
The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of...
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Keywords:
Advertising;
Cost;
Analytics and Data Science;
Management Analysis, Tools, and Techniques;
Service Operations;
Creativity;
Perception;
Vertical Integration;
Information Technology;
Advertising Industry;
United States
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
- March 1990 (Revised March 1993)
- Case
Signalling Quality Through Advertising
Brandenburger, Adam M., and Vijay Krishna. "Signalling Quality Through Advertising." Harvard Business School Case 190-147, March 1990. (Revised March 1993.)
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could respond with targeted advertising...
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- 15 Apr 2013
- Research & Ideas
Solving the Search vs. Display Advertising Quandary
The dirty little secret of advertising agencies is that much of their work is pure guesswork. Companies spread out their advertising budgets across channels—a little bit of TV, some print media, a few...
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- June 2010
- Article
The Pathologies of Online Display Advertising Marketplaces
By: Benjamin Edelman
Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a...
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Keywords:
Misleading and Fraudulent Advertising;
Online Advertising;
Cost;
Corporate Accountability;
Information Publishing;
Consumer Behavior;
Relationships;
Web Sites
Edelman, Benjamin. "The Pathologies of Online Display Advertising Marketplaces." Art. 2. ACM SIGecom Exchanges (June 2010).
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (B), Video Introduction
Provides an overview of the two-part video: 1) bake-off participant interviews with managers from Gillette and its advertising agency for Dry Idea, and 2) creative presentations by the two bake-off competitors.
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video Introduction." Harvard Business School Supplement 586-146, May 1986.
- 21 May 2008
- Research & Ideas
Going Negative in Political Advertising
withstand the barrage. And, with no prospect of another debate to score points, and with Obama trying to stay positive and clinging to the moral high ground by staying positive, the underdog Clinton campaign will remain relentless in its View Details
Keywords:
by John Quelch
- 03 Feb 2014
- Research & Ideas
The Tricky Business of Managing Web Advertising Affiliates
better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence, sellers are able to place...
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- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,...
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Keywords:
Advertising Campaigns;
Trade;
Marketing Strategy;
Market Entry and Exit;
Performance Evaluation;
Germany;
United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details
Keywords:
by Susan Young
- December 2007 (Revised July 2008)
- Supplement
MINI USA: Finding a New Advertising Agency (B)
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This...
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Godes, David B. "MINI USA: Finding a New Advertising Agency (B)." Harvard Business School Supplement 508-042, December 2007. (Revised July 2008.)
- January 2014 (Revised June 2014)
- Case
Dumb Ways To Die: Advertising Train Safety (A)
By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.
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Keywords:
Viral Marketing;
Advertising;
Marketing Communications;
Social Marketing;
Digital Marketing;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Oceania;
Europe
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
- 2012
- Article
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number...
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Keywords:
Advertising Agency;
Competitors;
Marketing Services Industry;
Structural Changes;
Agency-client Relationships;
Hybrid Conflict Policies;
Safeguards;
Advertising;
Advertising Industry;
Europe;
Latin America;
North and Central America
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.
- July 1994
- Article
Retail Pricing and Advertising Strategies
By: R. Lal and C. Matutes
Lal, R., and C. Matutes. "Retail Pricing and Advertising Strategies." Journal of Business (July 1994).
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (A), Video
Presents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea creative review is divided into three parts: 1) review of early advertising, 2) reenactment of a 1983 meeting attended...
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video." Harvard Business School Video Supplement 886-511, May 1986.
- Article
Towards a Bill of Rights for Online Advertisers
By: Benjamin Edelman
Online advertising presents remarkable efficiencies—better targeting, improved measurement and greater return on investment. Yet there are challenges, particularly when networks of intermediaries place ads through convoluted relationships, and all the more so when...
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Keywords:
Online Advertising;
Rights;
Measurement and Metrics;
Investment Return;
Negotiation;
Networks;
Problems and Challenges;
Performance Efficiency;
Law;
Advertising Industry
Edelman, Benjamin. "Towards a Bill of Rights for Online Advertisers." Advertising Week (September 21, 2009).
- February 1987
- Case
PBS National Advertising Plan
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
- August 2008
- Supplement
Lenovo 2006-2008 Advertising Clips
By: John A. Quelch
Quelch, John A. "Lenovo 2006-2008 Advertising Clips." Harvard Business School Video Supplement 509-717, August 2008.