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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Net Content: From Free to Fee
Marketing Magazine ArticleEveryone assumed that no one would pay for television programming—until cable came along. The same thing’s going to happen on the Web. -
Former Skeptics Can Be Your Best Spokespeople
Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?
Sales & Marketing Digital ArticleA survival guide for the new, privacy-centric iOS 14.5. -
When Upbeat Commercials Backfire
Sales & Marketing Digital ArticleMarketers, take note. -
Research: How to Effectively Market Green Products
Business management Digital ArticleA study involving nine leading brands reveals the messaging that resonates and boosts market share. -
Ad Spending: Maintaining Market Share
Sales & Marketing Magazine ArticleAccuracy in manufacturers' advertising budgeting is hampered by reliance on the case rate system. A better measure is a brand's market share compared... -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Us vs. Them: The Minefield of Comparative Ads
Marketing Magazine ArticleTo introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […] -
Selling the Sales Force on Automation
Sales & Marketing Magazine ArticleSales force automation (SFA) applications have great potential to enhance companies' sales processes. Yet, many reps strongly resist SFA implementation.... -
The Future of Marketing, as Seen at Cannes Lions
Sales & Marketing Digital ArticleMomentum is with brands, not agencies. -
Is Social Media Actually Helping Your Company’s Bottom Line?
Marketing Digital ArticleYou have millions of Twitter followers. So what? -
Bridging the Gap Between Marketing and IT
Marketing Digital ArticleThey need each other now more than ever. -
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 High Price of Low-Cost CPMs
Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
Assessing the Long-Term Value of Advertising
Finance and investing Magazine ArticleToo often, advertising is seen in short-run terms, with the main emphasis on the current profit and loss statement. To improve results, management must view advertising as a capital investment with sales revenue generated like a stream over time. The key is to assess the customer-holdover or cumulative effect of the media campaign, according to […]
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Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
MathSoft, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next... -
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... -
The Green Alliance
Innovation & Entrepreneurship Case Study11.95View Details Sarah Brown, co-owner and manager of the Green Alliance (GA), a for-profit company developed to foster and promote corporate sustainability was concerned... -
Promontory, Inc.
Innovation & Entrepreneurship Case Study8.95View Details Promontory, Inc. is a small, privately-owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago... -
GroupM India: The Human Dimension of Digital Transformation (B)
Organizational Development Case Study5.00View Details Case B describes the digital transformation process GroupM India undertook from 2013 to 2016. To respond to the challenges highlighted in Case A - product,... -
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, 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... -
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. -
HCF Health Insurance: Brand Repositioning Project
Management Case Study11.95View Details By 2015, HCF, Australia's largest not-for-profit health fund, had become a tired brand that did not appeal to younger consumers despite eighty years of... -
HubSpot and Motion AI (B): Generative AI Opportunities
Management Case Study5.00View Details The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot's acquisition of Motion AI in 2017. Generative AI was... -
Unintended Consequences of Algorithmic Personalization
Management Case Study11.95View Details "Unintended Consequences of Algorithmic Personalization" (HBS No. 524-052) investigates algorithmic bias in marketing through four case studies featuring... -
British Airways: "Go for It, America!" Promotion (B)
Sales & Marketing Case Study5.00View Details Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
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... -
Rossin Greenberg Seronick & Hill, Inc. (A)
Sales & Marketing Case Study11.95View Details Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid... -
Amelia Rogers at Tassani Communications (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
Nanxi Liu: Finding the Keys to Sales Success at Enplug
Innovation & Entrepreneurship Case Study11.95View Details In 2012, Nanxi Liu and her four co-founders launched Enplug, a digital signage company that specialized in providing businesses with customizable, interactive... -
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... -
Collaborative Commerce for Empowering Marginalized Communities: The Autorickshaw Community Empowerment (ACE) Ecosystem and t4u
Strategy & Execution Case Study11.95View Details The case as the title reveals is about a collaborative program called ACE which combines technology, with a social need through a creative business model... -
Framedia (A)
Finance & Accounting Case Study11.95View Details Examines an acquisition in the highly competitive new media advertising industry in China in late 2005. The transaction leads to eventual consolidation... -
Daktronics (A): The Digital Signage Industry in 2010
Strategy & Execution Case Study8.95View Details This Industry Note examines the state of the digital signage industry in 2010. The industry came into being to meet the emerging commercial and communications...
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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
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... -
James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
MathSoft, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next... -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
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... -
The Green Alliance
Innovation & Entrepreneurship Case Study11.95View Details Sarah Brown, co-owner and manager of the Green Alliance (GA), a for-profit company developed to foster and promote corporate sustainability was concerned... -
Net Content: From Free to Fee
Marketing Magazine ArticleEveryone assumed that no one would pay for television programming—until cable came along. The same thing’s going to happen on the Web.