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- News (115)
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- Faculty Publications (219)
Show Results For
-
All HBS Web
(653)
- News (115)
- Research (469)
- Events (2)
- Multimedia (5)
- Faculty Publications (219)
- 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.)
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- 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.
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers.
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Keywords:
Information Publishing;
Internet and the Web;
Digital Marketing;
Problems and Challenges;
Business Model;
Strategy;
Technology Industry;
Technology Industry;
United States
Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)
- 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.
- 15 Nov 2016
- News
Facebook, Google Crack Down on Fake News Advertising
- 26 Oct 2017
- Research Event
In an Era of 'Fake News,' What is the Future of Advertising and Publishing?
White House popularized the term “fake news,” the influence of social media advertising and online publishing requires serious reexamination. That began to happen October 24 at the The Future of Advertising...
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- Jun 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011 - 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- 04 Jun 2014
- What Do You Think?
Does Internet Technology Threaten Brand Loyalty?
Summing Up Is the Potential Negative Impact of New Information Technologies on Customer Loyalties Overstated? Customers will remain loyal to brands that meet their needs, regardless of the effects of new information View Details
- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...
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Keywords:
Sales Management;
Pricing;
Programmatic Ad Buying;
"Marketing Analytics";
Advertising Technology;
Sales;
Digital Marketing;
Marketing Strategy;
Advertising Campaigns;
Product Launch;
Product Positioning;
Media;
Technology Industry;
Technology Industry;
Boston;
Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- 16 Jun 2014
- Research & Ideas
The Unfulfilled Promise of Educational Technology
Not only has technology entered nearly every area of our personal life, it's the rare industry that isn't computerized, networked, and advertised on Facebook. Except one: education. Outside of the occasional...
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- 10 Nov 2008
- Research Event
Social Media Leads the Future of Technology
Internet-connected televisions, social media, and the power of simplicity were all cited as launch pads for future innovation in technology, according to a panel of experts that convened at Harvard Business School as part of the HBS Centennial Business Summit in...
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Keywords:
by Martha Lagace
- 2008
- Working Paper
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By: Alvin J. Silk and Charles King III
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details
Keywords:
Advertising;
Mergers and Acquisitions;
Revenue;
Analytics and Data Science;
Surveys;
Marketing;
Measurement and Metrics;
Rank and Position;
Competition;
Advertising Industry;
Advertising Industry;
United States
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
- 01 Apr 1996
- News
Technology for Learning's Sake
In an interview in last December's Bulletin Dean Kim B. Clark talked of launching "a profound transformation around information technology (IT)," an initiative that would earn for the School an unequaled reputation for intelligent,...
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Keywords:
by Deborah Blagg; photo by David Zadig
- 06 Jan 2014
- Research & Ideas
Technology Re-Emergence: Creating New Value for Old Innovations
Out with the old, in with the new! That's the natural path of innovation. PCs killed typewriters, for instance. Smartphones superseded telephones, pocket calculators, and point-and-shoot cameras. Every once in a while, though, an old View Details
- 05 Sep 2016
- News
3 Reasons Why Trump Needs to Start an Advertising Blitz
- September 2001
- Article
The Emerging Position of the Internet as an Advertising Medium
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "The Emerging Position of the Internet as an Advertising Medium." Netnomics 3, no. 2 (September 2001): 129–148.