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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. -
Psychographics Are Just as Important for Marketers as Demographics
Sales & Marketing Digital ArticleIt's about why people buy, not just who they are. -
Don't Count on Free Trials to Win You Customers
Sales & Marketing Digital ArticleResearch reveals the limitations of a "freemium" approach. -
Is Insulting Your Rival's Supporters Ever a Good Idea?
Sales & Marketing Digital ArticleClinton's "basket of deplorables," meet Apple's "PC Guy." -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong. -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
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... -
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... -
How E-Commerce Will Trump Brand Management
Sales & Marketing Magazine ArticleAt a time when other areas of business are undergoing dramatic improvements in productivity, marketing seems to be getting more expensive and less effective.... -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
Mismanagement of Advertising
Sales & Marketing Magazine ArticleMost U.S. companies spend as much on advertising as they earn from their brand, and what do they get for it? Not nearly enough. Ineffective tests and... -
Stick to the Core--Or Go for More? (Commentary for HBR Case Study)
Strategy & Execution Magazine ArticleGeorge Caldwell, cofounder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client, John McWilliams, CEO of GlobalBev. McWilliams... -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Sales & Marketing Digital ArticleIf you're not careful, you'll end up "acquiring" existing customers. -
And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
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... -
The Best Data Storytellers Aren't Always the Numbers People
Technology & Operations Digital ArticleKnowing your audience is the most important part. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Marketing Is Everything
Sales & Marketing Magazine ArticleToday technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a... -
And Now, a Word from Our Sponsor (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... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Leadership & Managing People Digital ArticleKevin Roberts just lost his job over opinions many managers share. -
New Laws of the Jingle
Sales & Marketing Magazine ArticleDoes the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age.
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Charlotte Beers at Ogilvy & Mather Worldwide (A)
Leadership & Managing People Case Study11.95View Details Examines Beer's actions on assuming leadership of Ogilvy & Mather Worldwide, the world's sixth largest advertising agency, during a period of rapid industry... -
Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
Sales & Marketing Case Study11.95View Details In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported... -
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... -
Madison Avenue: Digital Media Services (B)
Technology & Operations Case Study5.00View Details In late 1999, Madison Avenue was experiencing phenomenal growth in sales, clients, employees, and services provided. The stress and strain on the firm's... -
Competing for the Free Newspaper Industry in Spain: Metro vs Que
Strategy & Execution Case Study11.95View Details In the last few years, Metro News has successfully developed a position as one of the most important newspapers in Spain, at the same time enjoying an... -
Boston Fights Drugs (A): Designing Communications Research
Sales & Marketing Case Study11.95View Details Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using... -
How to Better Value Branded Businesses
Sales & Marketing Case Study8.95View Details For investment bankers, consultants, and entrepreneurs, valuing branded businesses as accurately as possible is of critical importance. This case introduces... -
Rossin Greenberg Seronick & Hill, Inc. (C)
Sales & Marketing Case Study5.00View Details Teaching objectives: 1) to consider legal and other obligations advertising agencies owe to their clients, 2) to show how aggressive marketing can lead... -
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. -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Confronting a Necessary Evil: The Firing of Alex Robins (A)
Organizational Development Case Study11.95View Details A manager recounts his experience firing the person he was asked to replace and reflects on the challenges of the experience. Teaching Purpose: To role-play... -
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... -
Jay Winsten and the Designated Driver Campaign
Innovation & Entrepreneurship Case Study11.95View Details Center for Health Communication at the Harvard T.H. Chan School of Public Health Director Jay Winsten spearheaded a national mass media campaign, the... -
PolyMedica Corp. (B)
Finance & Accounting Case Study5.00View Details Supplements the (A) case. -
Facebook, Inc.
Leadership & Managing People Case Study11.95View Details The case is set in September 2019, and the protagonist of the case is Sheryl Sandberg. The case opens with her contemplating the new ventures on which... -
Daktronics (E): Dividend Policy in 2010
Finance & Accounting Case Study5.00View Details In early March 2010, Bill Ritterath, Chief Financial Officer of Daktronics, Inc., was meeting in his office with Jim Morgan, CEO, and Alered (Al) Kurtenbach,... -
FCB and Publicis (C): The German-Led Network
Strategy & Execution Case Study5.00View Details After U.S.-based Foote, Cone & Belding (FCB) and Publicis of France established an international advertising alliance in May 1988, alliance leaders set... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study11.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
CVS Health: Promoting Drug Adherence
Sales & Marketing Case Study11.95View Details The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from societal, public policy,...
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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. -
Tech at Work: How the End of Cookies Will Transform Digital Marketing
Advertising AudioWhat will the end of third-party cookies mean for digital advertising, online publishing, and the open Internet? -
Charlotte Beers at Ogilvy & Mather Worldwide (A)
Leadership & Managing People Case Study11.95View Details Examines Beer's actions on assuming leadership of Ogilvy & Mather Worldwide, the world's sixth largest advertising agency, during a period of rapid industry... -
Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
Sales & Marketing Case Study11.95View Details In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported... -
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... -
Psychographics Are Just as Important for Marketers as Demographics
Sales & Marketing Digital ArticleIt's about why people buy, not just who they are. -
If You Love Something, Let It Go Mobile: Mobile Marketing And Mobile Social Media 4x4
Technology & Operations Digital ArticleSocial media applications-including collaborative projects, micro-blogs/blogs, content communities, social networking sites, and virtual worlds-have become... -
Madison Avenue: Digital Media Services (B)
Technology & Operations Case Study5.00View Details In late 1999, Madison Avenue was experiencing phenomenal growth in sales, clients, employees, and services provided. The stress and strain on the firm's... -
Competing for the Free Newspaper Industry in Spain: Metro vs Que
Strategy & Execution Case Study11.95View Details In the last few years, Metro News has successfully developed a position as one of the most important newspapers in Spain, at the same time enjoying an... -
Don't Count on Free Trials to Win You Customers
Sales & Marketing Digital ArticleResearch reveals the limitations of a "freemium" approach.
