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Show Results For
-
All HBS Web
(1,986)
- News (326)
- Research (1,252)
- Events (9)
- Multimedia (25)
- Faculty Publications (837)
- February 2012 (Revised March 2014)
- Case
Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children
By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program...
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Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
- September 2009
- Article
Targeted Advertising as a Signal
By: Bharat Anand and Ron Shachar
Keywords:
Advertising
Anand, Bharat, and Ron Shachar. "Targeted Advertising as a Signal." Quantitative Marketing and Economics 7, no. 3 (September 2009): 237–266. (Lead Article.)
- 01 Dec 2010
- News
The Father of Modern Advertising
discussed — to a president, Warren G. Harding. The Man Who Sold America (Harvard Business Review Press) by Jeffrey L. Cruikshank (PMD 51, 1986) and Arthur W. Schultz, goes a long way to reintroducing Lasker as an industry trailblazer. “Before he arrived on the scene,...
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- 2022
- Working Paper
Pricing Power in Advertising Markets: Theory and Evidence
By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media...
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Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." NBER Working Paper Series, No. 30278, July 2022.
- 2008
- Working Paper
Deterring Online Advertising Fraud Through Optimal Payment in Arrears
By: Benjamin Edelman
Online advertisers face substantial difficulty in selecting and supervising small advertising partners. Fraud can be well-hidden, and limited reputation systems reduce accountability. But partners are not paid until after their work is complete, and advertisers can...
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Keywords:
Misleading and Fraudulent Advertising;
Online Advertising;
Profit;
Corporate Accountability;
Partners and Partnerships;
Mathematical Methods
Edelman, Benjamin. "Deterring Online Advertising Fraud Through Optimal Payment in Arrears." Harvard Business School Working Paper, No. 08-072, February 2008. (Revised August 2008, October 2008, February 2009.)
- Fall 2012
- Article
The Flattening Firm—Not As Advertised
By: Julie Wulf
For decades, management consultants and the popular business press have urged large firms to flatten their hierarchies. Flattening (or delayering, as it is also known) typically refers to the elimination of layers in a firm's organizational hierarchy and the broadening...
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Wulf, Julie. "The Flattening Firm—Not As Advertised." California Management Review 55, no. 1 (Fall 2012): 5–23.
The Flattened Firm--Not as Advertised
For decades, management consultants and the popular business press have urged large firms to flatten their hierarchies. Flattening (or delayering, as it is also known) typically refers to the elimination of layers in a... View Details
- June 1993 (Revised July 1999)
- Supplement
The Advertising Council: Earth Share Campaign
Keywords:
Advertising Campaigns
Rangan, V. Kasturi. "The Advertising Council: Earth Share Campaign." Harvard Business School Video Supplement 593-516, June 1993. (Revised July 1999.)
- August 2008
- Supplement
Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips
By: John A. Quelch
A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co.
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Keywords:
Decisions;
Business or Company Management;
Advertising Campaigns;
Financial Services Industry
Quelch, John A. Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips. Harvard Business School Video Supplement 509-701, August 2008.
- January 2007 (Revised January 2008)
- Case
Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign
By: John A. Quelch
Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,...
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Keywords:
Advertising Campaigns;
Communication Strategy;
Brands and Branding;
Media;
Performance Evaluation;
Financial Services Industry
Quelch, John A., and Laura Winig. Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign. Harvard Business School Case 507-005, January 2007. (Revised January 2008.)
- November 1992 (Revised April 1995)
- Case
Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
By: V. Kasturi Rangan and Jayne D. Kramer
In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis....
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Keywords:
Advertising Campaigns;
Social Marketing;
Corporate Social Responsibility and Impact;
Research;
Environmental Sustainability;
Welfare
Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
- October 2011
- Article
Government Advertising and Media Coverage of Corruption Scandals
By: Rafael Di Tella and Ignacio Franceschelli
We construct measures of the extent to which the four main newspapers in Argentina report government corruption in their front page during the period 1998-2007 and correlate them with government advertising. The correlation is negative. The size is considerable: a one...
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Di Tella, Rafael, and Ignacio Franceschelli. "Government Advertising and Media Coverage of Corruption Scandals." American Economic Journal: Applied Economics 3, no. 4 (October 2011): 119–151.
- 1991
- Book
Cases in Advertising and Promotion Management
By: John A. Quelch and Paul Farris
Quelch, John A., and Paul Farris. Cases in Advertising and Promotion Management. 3rd ed. Homewood, IL: Irwin, 1991.
- 2010
- Working Paper
The Unbundling of Advertising Agency Services: An Economic Analysis
By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's...
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Keywords:
Advertising;
Change;
Forecasting and Prediction;
Cost;
Price;
Analytics and Data Science;
Surveys;
Marketing Strategy;
Media;
Service Operations;
Agency Theory;
Mathematical Methods;
Advertising Industry;
United States
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "The Unbundling of Advertising Agency Services: An Economic Analysis." Harvard Business School Working Paper, No. 11-039, September 2010.
- 10 Oct 2014
- News
The Go-To Company in Mobile Advertising
- Article
Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to...
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Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
- December 2009
- Article
Who Owns Metrics?: Building a Bill of Rights for Online Advertisers
By: Benjamin Edelman
I offer five rights to protect advertisers from increasingly powerful ad networks-avoiding fraudulent charges for services not rendered, guaranteeing data portability so advertisers get the best possible value, and assuring price transparency so advertisers know what...
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Keywords:
Online Advertising;
Crime and Corruption;
Price;
Measurement and Metrics;
Technology Networks;
Value;
Advertising Industry
Edelman, Benjamin. "Who Owns Metrics?: Building a Bill of Rights for Online Advertisers." Journal of Advertising Research 49, no. 4 (December 2009). (Adapted from Towards a Bill of Rights for Online Advertisers.)
- 1992
- Book
Cases in Advertising and Communications Management
By: S. A. Greyser
Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.