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- Faculty Publications (24)
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- All HBS Web (133)
- Faculty Publications (24)
- 25 Oct 2022
- Research & Ideas
Is Baseball Ready to Compete for the Next Generation of Fans?
New York Yankee slugger Aaron Judge, would surpass the $10.7 billion it reported in 2019—the last full season before pandemic interruptions. The league also signed new TV contracts with ESPN and TBS before this season, and next year will...
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- Web
U.S. Business Immigration Overview - Alumni
job announcements with campus career offices Advertising job openings in local and ethnic newspapers Advertising job openings in radio and/or TV ads From the Career Blog Make...
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- Web
Charts & Statistics - Leadership
computer Penicillin used extensively to treat soldiers' infections Synthetic rubberx Influence: High 501950s19 Television sales expand dramatically Transistors used in portable radios and calculators Influence: Medium-High 601960s19 Man walks on the moon Color View Details
- 13 Jun 2014
- Op-Ed
World Cup Soccer: 770 Billion Minutes of Attention
overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil) FIFA has the potential to generate...
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- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
football. “I am hesitant to say schools choose to invest in athletics just because of the spillover effect into academics” "The primary form of mass media advertising by academic institutions in the United States is, arguably,...
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- 25 Sep 2000
- Research & Ideas
Cyber-Marketing: Scouting the Digital Communications Frontier
marketing (namely, direct mail and telemarketing). Each significantly altered the marketing communications process and, in so doing, reshaped the advertising industry. However, unlike its predecessors, digital communications promises to...
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by Peter K. Jacobs
- 01 Jun 2002
- News
Ads Improve Consumer Decisions
Advertising can be good for you! Sounds fishy to the average consumer, but it's implied by conclusions from research by HBS associate professor Bharat Anand and his colleague, Ron Shachar, of Tel Aviv University. The pair began by...
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Laura Singleton (MBA 1988)
Joyce C. Hall
Hall created the world’s largest greeting card company. Hallmark Cards are sold throughout the world (currently in 100 countries). He pioneered the use of radio and TV advertising for greeting cards and...
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Retail
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
with an ad campaign called "The Orange Underground," featuring a series of 30-second TV spots in which the Cheetos mascot, Chester Cheetah, encourages consumers to commit subversive acts with Cheetos. (In one commercial, an...
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- 01 Jun 2015
- News
Screen Grab
models from which they were born,” says Cheng, citing the convention of the 2-hour movie and 30-minute or 1-hour TV sitcom or drama. “Now we have the factor of a mobile phone and a shorter format.” The question then turns on the best...
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Julia Hanna;
HBO;
Netflix;
Hulu;
Vimeo;
YouTube;
Telecommunications;
Information;
Arts, Entertainment
Richard R. Deupree
In 1930, Deupree was the first individual not of the Procter or Gamble names to head the company. Under Deupree’s leadership, the company became the country’s leading seller of consumer products. Deupree also put Procter & Gamble on the path toward becoming the...
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Personal Care & Home Products
- 01 Dec 2015
- News
Snapping Up Voters
Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first political View Details
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Sasha Issenberg
- 01 Dec 2017
- News
2017 in Media: Courting the Cord-Cutters
When the phenomenon of cord-cutting— dropping a cable subscription in favor of one or more online streaming services—started attracting media attention a couple of years ago, the TV industry didn’t respond quickly. Cord-cutters were a...
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- 28 Jan 2015
- Research & Ideas
Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections
have not only advertised more on TV and in other media, but also upped the ante on personal selling efforts with an increased number of local field operation offices as a way to reach out to voters. But...
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by Dina Gerdeman
- 21 Jul 2010
- News
Mad Men, the Early Era
Related research Dare to Be Different Should You Bring Advertising Expertise in House? Improving Brand Recognition in TV Ads Step into the lobby of the Baker Library | Bloomberg Center and you’ll find an...
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- 09 Feb 2018
- Research & Ideas
Big Hits: The Best of the 2018 Super Bowl Ads
year. And unlike for most TV advertising, viewers actually watch Super Bowl commercials. Which advertiser did best? It depends on whether we judge based on aesthetic aspects of the production or likely...
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- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
is crucial to online success. A recent research paper offers insights that carry unexpected implications for advertisers or anyone else trying to capture that attention. The Empirical Economics of Online Attention was written by Andre...
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- 01 Sep 2015
- News
In My Humble Opinion: Keith Clinkscales (MBA 1990)
beauty of working in California is that I still wake up on East Coast time. I can work three or four hours before the LA day kicks in.” Happy place: Bryant Park in Manhattan. “You can take a genuine, green-grass moment that’s very accessible, right there on 40th Street...
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- 17 Sep 2001
- Research & Ideas
Let Customers Call the Shots
definition of that for the layman? How long has the concept been around in marketing? Wathieu: The idea involves letting consumers take control of variables that are conventionally pre-determined by marketers: product characteristics, place of access, exposure to View Details
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by Martha Lagace
- 13 Jan 2015
- First Look
First Look: January 13
can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV View Details
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Sean Silverthorne