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Show Results For
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All HBS Web
(547)
- News (52)
- Research (449)
- Events (1)
- Multimedia (1)
- Faculty Publications (140)
- 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
- 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
- February 2024
- Article
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, extend, and test this prediction. We find that television outlets whose viewers watch more...
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Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." American Economic Review 114, no. 2 (February 2024): 500–533.
- 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.
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 18 Dec 2008
- Working Paper Summaries
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
- 17 Jun 2013
- Research & Ideas
Advertising Symbiosis: The Key to Viral Videos
It probably won't shock you that the most popular YouTube video in the past month was "Gentleman," the latest hit from South Korean rapper PSY, whose "Gangnam Style" is the most-watched video of all time. More surprising: among the other most-watched videos was an...
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- 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...
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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...
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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.
- 05 Feb 2013
- News
Pistachios beat Blackberry in Super Bowl's advertising match
- 24 Mar 2008
- Working Paper Summaries
Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Positioning;
Competitive Positioning;
Competition;
Brands and Branding;
Advertising Campaigns;
Marketing Communications;
Marketing Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry
Keinan, Anat, Neeru Paharia, and Jill Avery. "Capitalizing on the Underdog Effect." Harvard Business Review 88, no. 11 (November 2010): 32.
- 01 Dec 2001
- News
Teens and Magazines: Where There's Smoke, There's Advertising
authors noted, among other things, that last year, magazine advertising for the three cigarette brands most popular with young people on average reached more than 80 percent of American youth seventeen times per brand. King and Siegel...
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- 06 Feb 2009
- News
Tasting the fruits of effective innovation
- 13 Aug 2015
- Working Paper Summaries
Selling to a Moving Target: Dynamic Marketing Effects in U.S. Presidential Elections
Keywords:
by Doug J. Chung & Lingling Zhang
- 2012
- Working Paper
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 in interest? In recent decades, the advertising and marketing services industry has undergone a number...
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Keywords:
Advertising;
Service Delivery;
Competition;
Conflict of Interests;
Policy;
Practice;
Advertising Industry;
United States
Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Marketing Science Institute Report, No. 12-104, May 2012.
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in...
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