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- All HBS Web (134)
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- All HBS Web (134)
- Faculty Publications (24)
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- 11 Dec 2023
- Research & Ideas
Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits
in an uncertain economy. Navigating an industry in crisis Working in the field of journalism has never been financially rewarding or secure. But the field enjoyed a “golden age” from the mid-to-late 20th century, with newspapers, magazines, and View Details
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by Scott Van Voorhis
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads,...
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- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
2021, when BTS appeared on a South Korean TV show, the ARMY purchased all the advertising so there would be no interruptions. One ARMY member was driven to stream as much of a new song as possible to propel...
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- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and...
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- 17 Dec 2013
- First Look
First Look: December 17
self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of...
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Carmen Nobel
- 26 Oct 2022
- Research & Ideas
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
budget to influencer marketing. Overall, Zhang hopes the research will encourage marketers to “take a step back” when measuring success. They should look beyond easy clicks to consider influencer reputation as part of their advertising...
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- 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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- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate...
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- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
create more opportunity for advertising, so TikTok is building out its ad sales force. More advertising means that it can offer creators the revenue opportunities long available on YouTube. TikTok recently announced an ad revenue share...
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by John Deighton and Leora Kornfeld
- 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
- 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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- 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
- 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
- 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
- 23 Apr 2014
- HBS Case
Are Electronic Cigarettes a Public Good or Health Hazard?
companies will manage the marketing of e-cigarette brands to maximize profitability for their shareholders” The growing sales of electronic cigarettes also caught the attention of regulators. The products had been completely unregulated—they could be View Details
- 17 Dec 2001
- Research & Ideas
Venture Capital: Hot Markets and Current Industry Trends
sleeves.—Jeff Fagnan Lisa L. Wiersma, Principal, Tribune Ventures, invests around core businesses or newspapers and television stations. Her firm, perhaps not too surprisingly, is particularly interested in ventures that are not driven by View Details
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by Julia Hanna
- 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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