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Show Results For
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All HBS Web
(1,829)
- News (319)
- Research (1,248)
- Events (9)
- Multimedia (25)
- Faculty Publications (831)
- Research Summary
Advertising and the Economics of Attention
Using novel technologies, such as eye- and face-tracking, to gauge attentional and emotional (facial) reactions to advertising, Professor Teixeira studies how advertising effectiveness can be optimized. Through complex statistical models of consumer response, he...
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- 03 Feb 2014
- Research & Ideas
The Tricky Business of Managing Web Advertising Affiliates
better to manage these programs in-house or to use outside experts. . Power Of The Network Affiliate networks slash the cost of buying ads for sellers through the use of advertising marketplaces. In essence, sellers are able to place...
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- February 1987
- Case
PBS National Advertising Plan
Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
- July 1993
- Supplement
Advertising Council: Corporate Strategy
Rangan, V. Kasturi. "Advertising Council: Corporate Strategy." Harvard Business School Video Supplement 593-513, July 1993.
- Fast Answer
Advertising expenditures & budgets
How can I find the advertising expenditures & budgets of a particular company, industry or country? Advertising Expenditure Forecasts
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- 18 Sep 2008
- Working Paper Summaries
The Internalization of Advertising Services: An Inter-Industry Analysis
- Article
Towards a Bill of Rights for Online Advertisers
By: Benjamin Edelman
Online advertising presents remarkable efficiencies—better targeting, improved measurement and greater return on investment. Yet there are challenges, particularly when networks of intermediaries place ads through convoluted relationships, and all the more so when...
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Keywords:
Online Advertising;
Rights;
Measurement and Metrics;
Investment Return;
Negotiation;
Networks;
Problems and Challenges;
Performance Efficiency;
Law;
Advertising Industry
Edelman, Benjamin. "Towards a Bill of Rights for Online Advertisers." Advertising Week (September 21, 2009).
- August 2008
- Supplement
Lenovo 2006-2008 Advertising Clips
By: John A. Quelch
Quelch, John A. "Lenovo 2006-2008 Advertising Clips." Harvard Business School Video Supplement 509-717, August 2008.
- October 1978 (Revised March 1987)
- Background Note
Note on Advertising Budgeting
Farris, Paul W. "Note on Advertising Budgeting." Harvard Business School Background Note 579-085, October 1978. (Revised March 1987.)
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,...
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Keywords:
Advertising Campaigns;
Trade;
Marketing Strategy;
Market Entry and Exit;
Performance Evaluation;
Germany;
United States
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
- 16 May 2000
- Research & Ideas
Getting the Message: How the Internet is Changing Advertising
billboard-shaped notices—about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details
Keywords:
by Susan Young
- January 2014 (Revised June 2014)
- Case
Dumb Ways To Die: Advertising Train Safety (A)
By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation.
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Keywords:
Viral Marketing;
Advertising;
Marketing Communications;
Social Marketing;
Digital Marketing;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Oceania;
Europe
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A)." Harvard Business School Case 514-079, January 2014. (Revised June 2014.)
- December 2007 (Revised July 2008)
- Case
MINI USA: Finding a New Advertising Agency (A)
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This...
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Godes, David B. "MINI USA: Finding a New Advertising Agency (A)." Harvard Business School Case 508-041, December 2007. (Revised July 2008.)
airline price advertising violations
Ever felt the "taxes" on air travel are unduly high? In other travel contexts (most notably, rental cars), genuine government-imposed taxes often approach or even exceed the amount payable to service providers. But when airlines quote fares, they sometimes include... View Details
- June 1996
- Case
Siemens Corporation (B): Corporate Advertising for 1996
By: Stephen A. Greyser and Norman Klein
Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's...
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Keywords:
Advertising Campaigns;
Learning;
Balanced Scorecard;
Operations;
Outcome or Result;
Advertising Industry
Greyser, Stephen A., and Norman Klein. "Siemens Corporation (B): Corporate Advertising for 1996." Harvard Business School Case 596-106, June 1996.
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (B), Video
Presents an audiovisual account of the bake-off competition between Batten, Barton, Durstine & Osborne (BBDO) and a second advertising agency: Ames. The videotape is divided into two parts: 1) interviews with bake-off participants from Gillette and BBDO, and 2)...
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Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (B), Video." Harvard Business School Video Supplement 886-512, May 1986.