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Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
Advertising: "The Poetry of Becoming"
Sales & Marketing Magazine ArticlePeople 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... -
One Employee Went Freelance. Now Everyone Wants the Same Deal (Commentary for HBR Case Study)
Leadership & Managing People Magazine ArticleBlackbird, 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... -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out. -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
The Social Cost of Bad Online Marketing
Sales & Marketing Digital ArticleStop feeding the bears. -
And Now, a Word from Our Sponsor (Commentary for HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Ad Spending: Growing Market Share
Sales & Marketing Magazine ArticleDescribes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures... -
Comparing the ROI of Content Marketing and Native Advertising
Sales & Marketing Digital ArticleWhich one should you invest in? -
Costly Bargain of Trade Promotion
Sales & Marketing Magazine ArticleOver the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase... -
6 Reasons Marketing Is Moving In-House
Sales & Marketing Digital ArticleTrends like Big Data are chipping away at agencies' appeal. -
In Praise of Extreme Moderation
Leadership & Managing People Digital ArticleWhat if you didn't give 110%? -
Where Is Advertising Going? Into 'Stitials
Sales & Marketing Magazine ArticleIt'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... -
What You Need to Know About California's New Data Privacy Law
Global Business Digital ArticleAny company with Californian customers will be affected. -
How to Acquire Customers on the Web
Sales & Marketing Magazine ArticleMost 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... -
Former Skeptics Can Be Your Best Spokespeople
Sales & Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
How to Craft an Agile Marketing Campaign
Sales & Marketing Digital ArticleStart with an outline. -
Better Marketing at the Point of Purchase
Sales & Marketing Magazine ArticleThe 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... -
High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind 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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A Primer on Programmatic Advertising
Sales & Marketing Case Study8.95View Details By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital... -
Scripps Networks' Integration of Recipezaar
Strategy & Execution Case Study11.95View 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,... -
Charlotte Beers at Ogilvy & Mather Worldwide (B)
Leadership & Managing People Case Study5.00View Details Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study11.95View 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... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study11.95View 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... -
E-Cigarettes: Marketing Versus Public Health
Sales & Marketing Case Study11.95View 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... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Centurion Media: Doing the Right Thing
Leadership & Managing People Case Study11.95View 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... -
S4Capital: Disrupting The Advertising Industry
Strategy & Execution Case Study11.95View Details Set in 2021, the case highlights how S4Capital, a digital-first advertising and marketing services company, develops a disruptive and innovative business... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
Communication Case Study5.00View 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... -
Note on Sensory Marketing: Shaping Consumer Perception and Behavior
Sales & Marketing Case Study11.95View 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... -
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study11.95View Details This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study11.95View 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... -
WorldCom "generation d"
Sales & Marketing Case Study11.95View 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... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Boston Fights Drugs (B): Converting Research to Action
Sales & Marketing Case Study5.00View Details ... -
Netflix, Inc.
Management Case Study11.95View 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... -
Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX
Leadership & Managing People Case Study11.95View 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... -
Rossin Greenberg Seronick & Hill, Inc. (B)
Sales & Marketing Case Study5.00View Details Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and... -
The Walt Disney Company
Management Case Study11.95View 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...
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A Primer on Programmatic Advertising
Sales & Marketing Case Study8.95View Details By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital... -
Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
Scripps Networks' Integration of Recipezaar
Strategy & Execution Case Study11.95View 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,... -
Charlotte Beers at Ogilvy & Mather Worldwide (B)
Leadership & Managing People Case Study5.00View Details Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study11.95View 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... -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study11.95View 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... -
E-Cigarettes: Marketing Versus Public Health
Sales & Marketing Case Study11.95View 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... -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Advertising: "The Poetry of Becoming"
Sales & Marketing Magazine ArticlePeople 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...