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All HBS Web
(550)
- News (52)
- Research (449)
- Events (1)
- Multimedia (1)
- Faculty Publications (140)
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- 05 Jul 2006
- Working Paper Summaries
Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Advertising Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
- 08 Feb 2013
- Working Paper Summaries
The Dynamic Advertising Effect of Collegiate Athletics
- 2021
- Working Paper
First Law of Motion: Influencer Video Advertising on TikTok
By: Jeremy Yang, Juanjuan Zhang and Yuhan Zhang
This paper engineers an intuitive feature that is predictive of the causal effect of influencer video advertising on product sales. We propose the concept of m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging...
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Keywords:
Influencer Advertising;
Video Advertising;
Computer Vision;
Machine Learning;
Advertising;
Online Technology
Yang, Jeremy, Juanjuan Zhang, and Yuhan Zhang. "First Law of Motion: Influencer Video Advertising on TikTok." Working Paper, March 2021.
- September–October 2013
- Article
The Dynamic Advertising Effect of Collegiate Athletics
By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over...
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Keywords:
Choice Modeling;
Entertainment Marketing;
Heterogeneity;
Panel Data;
Structural Modeling;
Rights;
Analytics and Data Science;
Higher Education;
Ethics;
Consumer Behavior;
Advertising;
Sports;
Advertising Industry;
Advertising Industry
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
- June 2014
- Article
Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves
By: Benjamin Edelman
How does online advertising become less effective than advertisers expect and less effective than measurements indicate? The current research explores problems that result, in part, from malfeasance by outside perpetrators who overstate their efforts to increase their...
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Keywords:
Online Advertising;
Measurement;
Mismeasurement;
Fraud;
Invisible;
Digital Marketing;
Misleading and Fraudulent Advertising;
Marketing Strategy
Edelman, Benjamin. "Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves." Journal of Advertising Research 54, no. 2 (June 2014): 127–132.
The Dynamic Advertising Effect of Collegiate Athletics
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
- Article
The Effectiveness and Targeting of Television Advertising
By: R. Shachar and B. Anand
Shachar, R., and B. Anand. "The Effectiveness and Targeting of Television Advertising." Journal of Economics & Management Strategy 7, no. 3 (Fall 1998): 363–96.
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- winter 1993
- Article
Scale and Scope Effects on Advertising Agency Costs
By: A. J. Silk and E. Berndt
Silk, A. J., and E. Berndt. "Scale and Scope Effects on Advertising Agency Costs." Marketing Science 12 (winter 1993): 1–20.
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- November 1987
- Background Note
Note on Advertising Effectiveness in the Beer Industry
Salter, Malcolm S. "Note on Advertising Effectiveness in the Beer Industry." Harvard Business School Background Note 382-096, November 1987.
- 2019
- Working Paper
Identification Using Border Approaches and IVs
By: Xing Li, Wesley R. Hartmann and Tomomichi Amano
We document that recent quasi-experimental strategies for identifying advertising effects can be derived from a model in which ad decisions are made at a more aggregate level than conversion is measured. Next, we show that the identifying variation in one of these...
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Li, Xing, Wesley R. Hartmann, and Tomomichi Amano. "Identification Using Border Approaches and IVs." Working Paper, June 2019.
- September–October 2021
- Article
Internalization of Advertising Services: Testing a Theory of the Firm
By: Alvin J. Silk, Birger Wernerfelt and Shuyi Yu
In 1956, a group of trade associations representing publishers and independent advertising agencies signed a consent decree aimed at ending a set of trade practices that for half a century effectively precluded advertisers from owning and operating in-house agencies....
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Keywords:
Internationalization;
Specialization;
Theory Of The Firm;
Advertising Agencies;
Advertising;
Organizational Structure;
Theory
Silk, Alvin J., Birger Wernerfelt, and Shuyi Yu. "Internalization of Advertising Services: Testing a Theory of the Firm." Marketing Science 40, no. 5 (September–October 2021): 946–963.
- October 2007
- Article
The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market
By: Anita Elberse and Bharat N. Anand
One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on...
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Keywords:
Advertising;
Stocks;
Investment Return;
Price;
Revenue;
Quality;
Mathematical Methods;
Motion Pictures and Video Industry
Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)
- March 2016
- Supplement
Advertising Experiments at RestaurantGrades
By: Weijia Dai, Hyunjin Kim and Michael Luca
This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The...
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- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- spring 1996
- Article
The Effect of Manufacturer Advertising on Retail and Wholesale Margins
By: R. Lal and C. Narasimhan
Keywords:
Advertising
Lal, R., and C. Narasimhan. "The Effect of Manufacturer Advertising on Retail and Wholesale Margins." Marketing Science (spring 1996).
- March 2016 (Revised February 2023)
- Exercise
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows...
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Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Exercise 916-038, March 2016. (Revised February 2023.)
- February 1994
- Article
A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
By: Rohit Deshpandé and D. M. Stayman
Keywords:
Advertising
Deshpandé, Rohit, and D. M. Stayman. "A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness." Journal of Marketing Research (JMR) 31 (February 1994): 57–64.