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- Faculty Publications (140)
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- 05 Feb 2013
- News
Pistachios beat Blackberry in Super Bowl's advertising match
- 01 Dec 2001
- News
Teens and Magazines: Where There's Smoke, There's Advertising
authors noted, among other things, that last year, magazine advertising for the three cigarette brands most popular with young people on average reached more than 80 percent of American youth seventeen times per brand. King and Siegel...
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- 06 Feb 2009
- News
Tasting the fruits of effective innovation
- 01 Dec 2023
- News
Thinking Ahead
implications for anyone who hopes to make a lasting, convincing argument. In a series of controlled experiments, Graeber and his colleagues studied how quickly different types of information dissipate over time, finding that the effect of...
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- 01 Dec 2006
- News
One-on-One with Jeff Hicks
HICKS Illustration by Joe Ciardiello Jeff Hicks (MBA ’97) arrived at HBS with ten years of experience as an advertising executive at Leo Burnett in Chicago. Disillusioned with the trend toward “unbundling” agencies into different...
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- 22 Feb 2022
- News
Breaking News
business models and journalism, to support news organizations, and raise the capital to effect large-scale structural change in the industry, says Hansen Shapiro. Currently a senior research fellow at the Tow Center for Digital Journalism...
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- 01 Jan 2002
- News
Egon P.S. Zehnder (MBA '56)
McCann-Erickson, Inc., 1956-59 With a student loan to repay after HBS, Zehnder jumped at the advertising agency's starting salary of $7,500-the highest offer he received-plus the prospect of an international posting. By 1959, aged 29, he...
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- 12 Nov 2021
- News
Alumni Business Leaders on Confronting the Climate Change Challenge
Taking a Stand. Patagonia pulled its advertising from Facebook and has recently renewed its call on other firms to boycott the platform until Facebook can make sure its products do no harm. What would taking a stand look like for your...
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- 01 Mar 2004
- News
Derek Ferguson
business program at the age of 16. Initially, Ferguson was against the idea of continuing on to get his MBA. “I thought I was going to be an entrepreneur and didn’t want to spend all that money,” he explains. Seeing the effect of HBS on a...
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- 01 Dec 2016
- News
Research Brief: So Many Sites, So Little Time
define what makes for effective advertising or promotion. “If you have a concept to communicate that is 20 minutes long, you will be competing with other instances of 20-minute content,” Greenstein explains....
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- 01 Jun 2013
- News
Five Bright Ideas
organization is involved, we charge. Advertising also brings in revenue." ALISON enables potential employers to immediately test the skill of certificate-holding ALISON graduates through 20-question "flash tests" that assess their...
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- 18 Apr 2022
- News
Home Grown
cofounded InMobi, a mobile-first advertising platform that achieved unicorn status in 2011—the first consumer technology company fully conceived and executed in India to do so. In this episode of Skydeck, Associate Editor Julia Hanna...
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- 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)
- 01 Sep 2008
- News
Negative Ad Power
negative advertising in desperation. The temptation for a candidate trailing in the polls or seeing a lead shrinking is to pull down the opponent rather than develop a positive case for himself or herself. The objective is to raise doubts...
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- 01 Mar 2015
- News
Research Brief: Political Capital
It’s no secret that politicians are trying to buy your vote—in the 2012 presidential campaign, Republicans and Democrats shelled out nearly $2 billion in their fight for the White House. But what’s the most effective way to spend that...
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- 01 Apr 2000
- News
Getting the Message
being sold and measuring the effectiveness of an ad campaign. Improved technology promises to solve the age-old problem once stated by retailer John Wanamaker: Half of the money spent on advertising is...
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Susan Young
- 01 Jun 2016
- News
Alumni and Faculty Books for June 2016
(MBA 1965) (Springer) This book focuses on how to lead transformative and strategic change in the healthcare industry in times of great uncertainty. It provides new tools, processes, examples, and case studies offering an effective...
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- 01 Feb 1997
- News
Made, Not Born: HBS Courses and Entrepreneurial Management
in the organizations they lead. " Fostering creativity in others is what former student Jeffrey H. Flemings (MBA '96) does for a living. Flemings, associate director of the Consumer Insight Group at Arnold Communications, a regional View Details
- 01 Jun 2005
- News
Profiles from the Class of 2005
unexpectedly offered Williams an ad agency internship at the conclusion of his first year. Building on that 2004 summer experience, he’s headed for an advertising job in New York City upon graduation. Finally, his dueling...
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