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Advertising industry

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  • Are Your Ads Funding Disinformation?

    Advertising Digital Article
    • Claire Atkin
    Online advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves.
    • Save
    • Share
    • August 21, 2023
  • How Prices, Ad Expenditures, and Profits Are Linked

    Sales & Marketing Magazine Article
    • Paul W. Farris
    • David J. Reibstein
    Coordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship....
    • Save
    • Share
    • Buy Copies
    • From the November 1979 Issue
  • Advertising: "The Poetry of Becoming"

    Sales & Marketing Magazine Article
    • Theodore Levitt
    People don't take vacations to "get away from it all," states marketing guru Ted Levitt, but to escape from modern commercialism. And the chief culprit...
    • Save
    • Share
    • Buy Copies
    • From the March–April 1993 Issue
  • One Employee Went Freelance. Now Everyone Wants the Same Deal (Commentary for HBR Case Study)

    Leadership & Managing People Magazine Article
    • Rakesh Bohra
    • Jyotsna Bhatnagar
    • John Chuang
    • Craig Millon
    Blackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his...
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    • Buy Copies
    • March 01, 2022
  • Does Your Company Come Across as Too Male?

    Global Business Digital Article
    • Avivah Wittenberg-Cox
    Look at your ads to find out.
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    • January 25, 2016
  • How GDPR Will Transform Digital Marketing

    Sales & Marketing Digital Article
    • Dipayan Ghosh
    Expect increased contextual advertising.
    • Save
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    • May 21, 2018
  • The Social Cost of Bad Online Marketing

    Sales & Marketing Digital Article
    • Alexandra Samuel
    Stop feeding the bears.
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    • April 20, 2016
  • And Now, a Word from Our Sponsor (Commentary for HBR Case Study)

    Sales & Marketing Magazine Article
    • Bob Gamgort
    • Michelle R. Nelson
    • Mozelle W. Thompson
    • Mike Sheehan
    • M. Ellen Peebles
    Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due...
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    • Buy Copies
    • October 01, 2003
  • Ad Spending: Growing Market Share

    Sales & Marketing Magazine Article
    • James C. Schroer
    Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures...
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    • From the January–February 1990 Issue
  • Comparing the ROI of Content Marketing and Native Advertising

    Sales & Marketing Digital Article
    • Kelsey Libert
    Which one should you invest in?
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    • July 06, 2015
  • Costly Bargain of Trade Promotion

    Sales & Marketing Magazine Article
    • Robert D. Buzzell
    • John A. Quelch
    • Walter J. Salmon
    Over the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase...
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    • Buy Copies
    • From the March–April 1990 Issue
  • 6 Reasons Marketing Is Moving In-House

    Sales & Marketing Digital Article
    • Mark W Schaefer
    Trends like Big Data are chipping away at agencies' appeal.
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    • July 30, 2015
  • In Praise of Extreme Moderation

    Leadership & Managing People Digital Article
    • Avivah Wittenberg-Cox
    What if you didn't give 110%?
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    • June 01, 2018
  • Where Is Advertising Going? Into 'Stitials

    Sales & Marketing Magazine Article
    • Jeffrey Rayport
    It's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive...
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    • From the May 2008 Issue
  • What You Need to Know About California's New Data Privacy Law

    Global Business Digital Article
    • Dipayan Ghosh
    Any company with Californian customers will be affected.
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    • July 11, 2018
  • How to Acquire Customers on the Web

    Sales & Marketing Magazine Article
    • Donna L. Hoffman
    • Thomas P. Novak
    Most retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing...
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    • From the May–June 2000 Issue
  • Former Skeptics Can Be Your Best Spokespeople

    Sales & Marketing Digital Article
    • Christopher Graves
    • Steve Simpson
    A close look at ad campaigns from Hillary Clinton and Apple.
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    • October 28, 2016
  • How to Craft an Agile Marketing Campaign

    Sales & Marketing Digital Article
    • Jayson DeMers
    Start with an outline.
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    • January 21, 2015
  • Better Marketing at the Point of Purchase

    Sales & Marketing Magazine Article
    • John A. Quelch
    • Kristina Cannon-Bonventre
    The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers...
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    • From the November 1983 Issue
  • High-Performance Marketing: An Interview with Nike's Phil Knight

    Leadership & Managing People Magazine Article
    • Phil Knight
    • Geraldine E. Willigan
    Behind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time...
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    • From the July–August 1992 Issue
  • A Primer on Programmatic Advertising

    Sales & Marketing Case Study
    • Kinshuk Jerath
    • Miklos Sarvary
    8.95
    View Details
    By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital...
    • Save
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    • April 03, 2017
  • Scripps Networks' Integration of Recipezaar

    Strategy & Execution Case Study
    • Ava Seave
    • Carla Graubard
    11.95
    View Details
    In July 2007, Scripps Networks acquired Recipezaar, a user-generated recipe and cooking Website with a captive community of 2.3 million visitors. By September,...
    • Save
    • Share
    • July 14, 2011
  • Charlotte Beers at Ogilvy & Mather Worldwide (B)

    Leadership & Managing People Case Study
    • Herminia Ibarra
    • Nicole Sackley
    5.00
    View Details
    Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout.
    • Save
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    • January 26, 1995
  • Eyeblaster: Enabling the Next Generation of Online Advertising

    Sales & Marketing Case Study
    • Elie Ofek
    11.95
    View Details
    Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors...
    • Save
    • Share
    • September 05, 2003
  • Amanda and Kristen: Mented Cosmetics

    Innovation & Entrepreneurship Case Study
    • Steven Rogers
    • Jeffrey J. Bussgang
    • Alterrell Mills
    11.95
    View Details
    The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial...
    • Save
    • Share
    • July 21, 2020
  • E-Cigarettes: Marketing Versus Public Health

    Sales & Marketing Case Study
    • John A. Quelch
    • Margaret Rodriguez
    11.95
    View Details
    Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower...
    • Save
    • Share
    • November 20, 2013
  • Gardenburger Advertising Strategy (B)

    Sales & Marketing Case Study
    • Sonya Grier
    • Victoria Chang
    5.00
    View Details
    In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive...
    • Save
    • Share
    • April 22, 2003
  • Centurion Media: Doing the Right Thing

    Leadership & Managing People Case Study
    • Carolyn Conn
    • Aundrea K. Guess
    • Jonathan Hiatt
    11.95
    View Details
    Richard Bennett was faced with a serious ethical dilemma that would impact his career, family, and co-workers. Bennett, a regional vice president in the...
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    • January 15, 2008
  • S4Capital: Disrupting The Advertising Industry

    Strategy & Execution Case Study
    • Kapil Tuli
    • Sheetal Mittal
    • Wee-Kiat Lim
    11.95
    View Details
    Set in 2021, the case highlights how S4Capital, a digital-first advertising and marketing services company, develops a disruptive and innovative business...
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    • November 02, 2022
  • V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising

    Communication Case Study
    • Ian I. Larkin
    • Hallam Movius
    5.00
    View Details
    This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching...
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    • March 27, 2012
  • Note on Sensory Marketing: Shaping Consumer Perception and Behavior

    Sales & Marketing Case Study
    • Aradhna Krishna
    11.95
    View Details
    How do our senses affect which products we like and don't like? How can products be made more sensorially engaging? What should managers consider when...
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    • Share
    • March 01, 2019
  • Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

    Sales & Marketing Case Study
    • Tomomichi Amano
    • Elie Ofek
    • Mengjie Cheng
    • Amy Klopfenstein
    11.95
    View Details
    This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize...
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    • Share
    • May 27, 2022
  • Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?

    Strategy & Execution Case Study
    • Zsolt Katona
    • Miklos Sarvary
    11.95
    View Details
    The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension...
    • Save
    • Share
    • April 01, 2018
  • WorldCom "generation d"

    Sales & Marketing Case Study
    • Bill Fanning
    11.95
    View Details
    The Worldcom case study takes place in 2000-2001 when the company's "generation d" advertising campaign was launched. The primary emphasis in the early...
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    • Share
    • December 01, 2004
  • Dumb Ways To Die: Advertising Train Safety (A)

    Sales & Marketing Case Study
    • John A. Quelch
    11.95
    View Details
    The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget...
    • Save
    • Share
    • January 23, 2014
  • Boston Fights Drugs (B): Converting Research to Action

    Sales & Marketing Case Study
    • V. Kasturi Rangan
    • Jennifer Lawrence
    5.00
    View Details
    ...
    • Save
    • Share
    • October 30, 1987
  • Netflix, Inc.

    Management Case Study
    • Frank T. Rothaermel
    • David R. King
    11.95
    View Details
    The case is set in 2023. The protagonists are Ted Sarandos and Greg Peters, co-CEOs of Netflix, a subscription streaming service and content production...
    • Save
    • Share
    • February 02, 2023
  • Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

    Leadership & Managing People Case Study
    • Benjamin C. Esty
    • Daniel Fisher
    11.95
    View Details
    At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style" rifle...
    • Save
    • Share
    • December 12, 2022
  • Rossin Greenberg Seronick & Hill, Inc. (B)

    Sales & Marketing Case Study
    • John A. Quelch
    • N. Craig Smith
    5.00
    View Details
    Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and...
    • Save
    • Share
    • June 30, 1989
  • The Walt Disney Company

    Management Case Study
    • Frank T. Rothaermel
    • David R. King
    11.95
    View Details
    The protagonist of the case is Bob Iger, who has been appointed CEO of Disney for a second term. During Bob Chapek's brief tenure as CEO (2020-22), Disney's...
    • Save
    • Share
    • February 04, 2023
  • A Primer on Programmatic Advertising

    Sales & Marketing Case Study
    • Kinshuk Jerath
    • Miklos Sarvary
    8.95
    View Details
    By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital...
    • Save
    • Share
    • April 03, 2017
  • Are Your Ads Funding Disinformation?

    Advertising Digital Article
    • Claire Atkin
    Online advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves.
    • Save
    • Share
    • August 21, 2023
  • Scripps Networks' Integration of Recipezaar

    Strategy & Execution Case Study
    • Ava Seave
    • Carla Graubard
    11.95
    View Details
    In July 2007, Scripps Networks acquired Recipezaar, a user-generated recipe and cooking Website with a captive community of 2.3 million visitors. By September,...
    • Save
    • Share
    • July 14, 2011
  • Charlotte Beers at Ogilvy & Mather Worldwide (B)

    Leadership & Managing People Case Study
    • Herminia Ibarra
    • Nicole Sackley
    5.00
    View Details
    Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout.
    • Save
    • Share
    • January 26, 1995
  • Eyeblaster: Enabling the Next Generation of Online Advertising

    Sales & Marketing Case Study
    • Elie Ofek
    11.95
    View Details
    Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors...
    • Save
    • Share
    • September 05, 2003
  • Amanda and Kristen: Mented Cosmetics

    Innovation & Entrepreneurship Case Study
    • Steven Rogers
    • Jeffrey J. Bussgang
    • Alterrell Mills
    11.95
    View Details
    The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial...
    • Save
    • Share
    • July 21, 2020
  • E-Cigarettes: Marketing Versus Public Health

    Sales & Marketing Case Study
    • John A. Quelch
    • Margaret Rodriguez
    11.95
    View Details
    Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower...
    • Save
    • Share
    • November 20, 2013
  • How Prices, Ad Expenditures, and Profits Are Linked

    Sales & Marketing Magazine Article
    • Paul W. Farris
    • David J. Reibstein
    Coordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship....
    • Save
    • Share
    • Buy Copies
    • From the November 1979 Issue
  • Gardenburger Advertising Strategy (B)

    Sales & Marketing Case Study
    • Sonya Grier
    • Victoria Chang
    5.00
    View Details
    In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive...
    • Save
    • Share
    • April 22, 2003
  • Advertising: "The Poetry of Becoming"

    Sales & Marketing Magazine Article
    • Theodore Levitt
    People don't take vacations to "get away from it all," states marketing guru Ted Levitt, but to escape from modern commercialism. And the chief culprit...
    • Save
    • Share
    • Buy Copies
    • From the March–April 1993 Issue

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