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Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
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,... -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong. -
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... -
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... -
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... -
Is Insulting Your Rival's Supporters Ever a Good Idea?
Sales & Marketing Digital ArticleClinton's "basket of deplorables," meet Apple's "PC Guy." -
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... -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,... -
When Upbeat Commercials Backfire
Sales & Marketing Digital ArticleMarketers, take note. -
Us vs. Them: The Minefield of Comparative Ads
Sales & Marketing Magazine ArticleA new trademark law took effect January 1, 1989, that clarifies the basis for taking competitors to federal court for making reckless claims in comparative... -
In Praise of Extreme Moderation
Leadership & Managing People Digital ArticleWhat if you didn't give 110%? -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Advertising Digital ArticleIf you’re not careful, you’ll end up “acquiring” existing customers. -
James Bond, Dunder Mifflin, and the Future of Product Placement
Sales & Marketing Digital ArticleThe search for an alternative to interruptive ads. -
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... -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
Double Jeopardy of Sales Promotions
Sales & Marketing Magazine ArticleMany U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions... -
How to Craft an Agile Marketing Campaign
Sales & Marketing Digital ArticleStart with an outline. -
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...
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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... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study11.95View Details Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this... -
Francis, Berther and Alfreed
Technology & Operations Case Study11.95View Details At a large advertising agency, a campaign for a major account develops problems at the last minute, and the campaign must be redone. The management supervisor... -
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... -
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... -
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... -
Siemens Corp. (A): Corporate Advertising for 1992
Sales & Marketing Case Study11.95View Details Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals... -
Groupon for Local Businesses
Sales & Marketing Case Study11.95View Details Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large... -
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... -
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 (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... -
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... -
FCB and Publicis (B): Managing Client and Country Diversity
Strategy & Execution Case Study5.00View Details Discusses FCB and Publicis, partners in a global advertising agency alliance, working together with their clients to provide excellent service. May be... -
Facebook: Fake News, Free Speech and an Internet Platform's Responsibility
Strategy & Execution Case Study11.95View Details This case describes the role of Facebook in society and its degree of responsibility to protect the privacy of user data and address the real-world impacts... -
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... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
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... -
Transportation Displays, Inc. (C): The Case for a Preemptive Restructuring
Finance & Accounting Case Study5.00View Details A company nears the end of a long multiyear turnaround and now must consider how to "cash out" so its management can realize a financial return on investment.... -
Amelia Rogers at Tassani Communications (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
Vogue: Defining the Culture of Fashion
Sales & Marketing Case Study11.95View Details In March 2013, Susan Plagemann, vice president and publisher of Vogue - widely regarded as the world's most influential fashion magazine, and publishing...
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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... -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study11.95View Details Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this... -
Francis, Berther and Alfreed
Technology & Operations Case Study11.95View Details At a large advertising agency, a campaign for a major account develops problems at the last minute, and the campaign must be redone. The management supervisor... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
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... -
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... -
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,... -
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... -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong.