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(548)
- News (52)
- Research (450)
- Events (1)
- Multimedia (1)
- Faculty Publications (140)
Show Results For
-
All HBS Web
(548)
- News (52)
- Research (450)
- Events (1)
- Multimedia (1)
- Faculty Publications (140)
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- Teaching Interest
Overview
By: Nancy F. Koehn
My teaching and research focus on crisis leadership and how men and women use crises to make themselves better leaders. I currently teach a module in the Advanced Management Program and an HBS Online LIVE course on Courageous Leadership. The purpose of each course is...
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- September–October 2020
- Article
The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...
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Keywords:
Multi-channel Marketing;
Ground Campaigning;
Political Campaigns;
Discrete-choice Model;
Instrumental Variables;
Political Elections;
Marketing Channels;
Advertising;
United States
Zhang, Lingling, and Doug J. Chung. "The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections." Marketing Science 39, no. 5 (September–October 2020): 872–892.
- 12 Oct 2011
- Research & Ideas
Creating Online Ads We Want to Watch
patterns in the emotional elements that commanded the most attention. In short, evoking surprise proved the most effective way of capturing attention, while evoking joy was best for retaining attention. "The findings showed that View Details
The Air War Versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...
View Details
- Article
Advertising, the Matchmaker
By: Bharat N. Anand and Ron Shachar
We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television...
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Keywords:
Advertising;
Information;
Consumer Behavior;
Television Entertainment;
Risk and Uncertainty;
Product;
Decision Choices and Conditions;
Advertising Industry
Anand, Bharat N., and Ron Shachar. "Advertising, the Matchmaker." RAND Journal of Economics 42, no. 2 (Summer 2011): 205–245. (Lead Article.)
- 07 Oct 2008
- Working Paper Summaries
Securing Online Advertising: Rustlers and Sheriffs in the New Wild West
- Research Summary
Public Health Debate Over Smoking
In research relevant to the current public health debate about smoking, Professor King and co-authors examine the effect of the tobacco settlement on cigarette advertising in magazines, the advertising behavior of cigarette companies in recruiting underage teenagers...
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- June 2012
- Article
The Economic Value of Celebrity Endorsements
By: Anita Elberse and Jeroen Verleun
What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete...
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Keywords:
Stocks;
Value;
Advertising;
Sales;
Brands and Branding;
Decisions;
Economics;
Marketing Strategy;
Investment Return
Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
- 15 Sep 2020
- Working Paper Summaries
Time and the Value of Data
- 05 Mar 2009
- Working Paper Summaries
CPC/CPA Hybrid Bidding in a Second Price Auction
Keywords:
by Benjamin Edelman & Hoan Soo Lee
- 04 Dec 2014
- Working Paper Summaries
The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections
Keywords:
by Doug J. Chung & Lingling Zhang
- October 2011 (Revised March 2012)
- Case
Cottle-Taylor: Expanding the Oral Care Group in India
By: John A. Quelch and Alisa Zalosh
Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern...
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Keywords:
Forecasting;
Budgeting;
International Marketing;
Product Planning & Policy;
Sales Promotions;
Marketing Plans;
Products;
Marketing Strategy;
Consumer Behavior;
Emerging Markets;
Forecasting and Prediction;
Advertising;
Product Launch;
Budgets and Budgeting;
Product Development;
Consumer Products Industry;
Health Industry;
India
Quelch, John A., and Alisa Zalosh. "Cottle-Taylor: Expanding the Oral Care Group in India." Harvard Business School Brief Case 114-350, October 2011. (Revised March 2012.)
- 10 Dec 2013
- Working Paper Summaries
Information and Incentives in Online Affiliate Marketing
- 06 Aug 2019
- Cold Call Podcast
Super Bowl Ads Sell Products, but Do They Sell Brands?
road. He goes on to say, "When there's no man around, Goodyear should be." It probably shouldn't be surprising that advertisers took a chauvinistic tone for spots appearing on a game that was expected to be watched mostly by...
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- Research Summary
Overview
ECONOMICS OF THE ADVERTISING AND MARKETING SERVICEC INDUSTRY
Professor Silk’s recent research has been focused on the economics of the advertising and marketing services industry. He has conducted econometric studies of the effects of scale and scope on the... View Details
- 18 Sep 2013
- HBS Seminar
Steven Tadelis, University of California Berkeley Haas School of Business
- Research Summary
Knowledge Spillovers and Growth
Professor King and colleagues investigate the role of knowledge spillovers and externalities in the dramatic disagglomeration and growth of the advertising agency industry following World War II. High demand, low wages, and externalities associated with clusters of...
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- May–June 2023
- Article
Which Firms Gain from Digital Advertising? Evidence from a Field Experiment
By: Weijia Dai, Hyunjin Kim and Michael Luca
Measuring the returns of advertising opportunities continues to be a challenge for many
businesses. We design and run a field experiment in collaboration with Yelp across 18,294
firms in the restaurant industry to understand which types of businesses gain more from...
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Dai, Weijia, Hyunjin Kim, and Michael Luca. "Which Firms Gain from Digital Advertising? Evidence from a Field Experiment." Marketing Science 42, no. 3 (May–June 2023): 429–439.
- 14 Jan 2010
- Working Paper Summaries
Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions
Keywords:
by Benjamin G. Edelman & Michael Schwarz