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      • Faculty Publications  (126)

      Advertising Campaigns Remove Advertising Campaigns →

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      Advertising Campaigns: Articles, Research, & Case Studies on Advertising Campaigns– HBS Working Knowledge
      Skip to Main Content Cold Call A podcast featuring faculty discussing cases they've written and the lessons they impart. Subscribe on iTunes 29 Sep...
      Viral Videos: The Dynamics of Online Video Advertising Campaigns
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      • September–October 2020
      • Article

      The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

      By: Lingling Zhang and Doug J. Chung
      This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...  View Details
      Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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      Zhang, Lingling, and Doug J. Chung. "The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections." Marketing Science 39, no. 5 (September–October 2020): 872–892.
      • August 2020 (Revised January 2021)
      • Supplement

      Facelift at Olay (B)

      By: Sunil Gupta, Rajiv Lal and Olivia Hull
      This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales.  View Details
      Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Online Advertising; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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      Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (B)." Harvard Business School Supplement 521-002, August 2020. (Revised January 2021.)
      • August 2020 (Revised September 2020)
      • Case

      Facelift at Olay (A)

      By: Sunil Gupta, Rajiv Lal and Olivia Hull
      By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new...  View Details
      Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Online Advertising; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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      Gupta, Sunil, Rajiv Lal, and Olivia Hull. "Facelift at Olay (A)." Harvard Business School Case 521-011, August 2020. (Revised September 2020.)
      • July 2020
      • Teaching Plan

      Girls Who Code

      By: Brian Trelstad and Amy Klopfenstein
      This teaching plan serves as a supplement to HBS Case No. 320-055, “Girls Who Code.” Founded 2012 by former lawyer Reshma Saujani, Girls Who Code (GWC) offered coding education programs to middle- and high school-aged girls. The organization also sought to alter...  View Details
      Keywords: Communication; Communication Strategy; Spoken Communication; Interpersonal Communication; Demographics; Age; Gender; Education; Curriculum and Courses; Learning; Middle School Education; Secondary Education; Leadership Style; Leadership; Social Enterprise; Nonprofit Organizations; Social Psychology; Attitudes; Behavior; Cognition and Thinking; Prejudice and Bias; Power and Influence; Identity; Social and Collaborative Networks; Motivation and Incentives; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Technology; Software; Education Industry; Technology Industry; North and Central America; United States
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      Trelstad, Brian, and Amy Klopfenstein. "Girls Who Code." Harvard Business School Teaching Plan 321-010, July 2020.
      • May 2020 (Revised July 2020)
      • Teaching Note

      Brand Activism: Nike and Colin Kaepernick

      By: Jill Avery and Koen Pauwels
      Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint...  View Details
      Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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      Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
      • March 2020
      • Case

      Girls Who Code

      By: Brian Trelstad, Amy Klopfenstein and Olivia Hull
      In 2012, Reshma Saujani founded Girls Who Code (GWC) with the mission of closing the technology (tech) industry’s gender gap. While GWC offered coding education programs to middle- and high-school-aged girls, the organization also sought to alter cultural stereotypes...  View Details
      Keywords: Coding; Gender Stereotypes; Technology; Gender; Education; Programs; Performance Effectiveness; Technology Industry; Information Technology Industry
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      Trelstad, Brian, Amy Klopfenstein, and Olivia Hull. "Girls Who Code." Harvard Business School Case 320-055, March 2020.
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (D): Transforming the Core Business

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Beverages; Alcoholic Drinks; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Viena Ice; Beer; Beer Market; Premium Beer; Manufacturing; Summit Lager; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (D): Transforming the Core Business." Harvard Business School Supplement 720-393, September 2019. (Revised May 2020.)
      • September 2019 (Revised July 2020)
      • Case

      Dove and Real Beauty: Building a Brand with Purpose

      By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda
      Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls...  View Details
      Keywords: Stereotype; Body Image; Female; Self-esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation
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      Kramer, Mark R., Myriam Sidibe, and Gunjan Veda. "Dove and Real Beauty: Building a Brand with Purpose." Harvard Business School Case 720-361, September 2019. (Revised July 2020.)
      • May 28, 2019
      • Other Article

      How Russia Found a Disinformation Haven in America

      By: Rawi Abdelal and Galit Goldstein
      The Mueller Report established that “the Russians” undertook information operations campaigns to meddle in the 2016 U.S. presidential election. Though this has been clear for a long time, Americans continue to discuss Russian information operations in the wrong way....  View Details
      Keywords: Elections; Donald Trump; Social Media; Political Elections; National Security; Technology; Governing Rules, Regulations, and Reforms; Russia; United States
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      Abdelal, Rawi, and Galit Goldstein. "How Russia Found a Disinformation Haven in America." National Interest (May 28, 2019).
      • May 2019
      • Teaching Note

      JUUL and the Vaping Revolution

      By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
      Teaching Note for HBS No. 619-006.  View Details
      Keywords: Electronic Cigarettes; E-cigarettes; Vaping; Nicotine Replacement; Juul; Juuling; Advertising; Advertising Campaigns; Online Advertising; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology; Technology Industry; San Francisco
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      Toffel, Michael W., Trevor Fetter, John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Teaching Note 619-068, May 2019.
      • June 2017
      • Teaching Note

      The De Beers Group: Exploring the Diamond Reselling Opportunity

      By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
      In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the...  View Details
      Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
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      Esty, Benjamin C., Daniel P. Gross, and Lauren G. Pickle. "The De Beers Group: Exploring the Diamond Reselling Opportunity." Harvard Business School Teaching Note 717-481, June 2017.
      • March 2017 (Revised May 2019)
      • Case

      Marketing Transformation at Mastercard

      By: Sunil Gupta, Srinivas K. Reddy and David Lane
      Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....  View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2b2c; Experiential Marketing; Digital Marketing; Roi; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Online Technology; Investment Return; Financial Services Industry
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      Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
      • February 2017
      • Supplement

      The De Beers Group: Exploring the Diamond Reselling Opportunity

      By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
      In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the...  View Details
      Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
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      Esty, Benjamin C., Daniel P. Gross, and Lauren G. Pickle. "The De Beers Group: Exploring the Diamond Reselling Opportunity." Harvard Business School Spreadsheet Supplement 717-806, February 2017.
      • February 2017 (Revised August 2017)
      • Case

      The De Beers Group: Exploring the Diamond Reselling Opportunity

      By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
      In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the...  View Details
      Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
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      Esty, Benjamin C., Daniel P. Gross, and Lauren G. Pickle. "The De Beers Group: Exploring the Diamond Reselling Opportunity." Harvard Business School Case 717-430, February 2017. (Revised August 2017.)
      • February 2017
      • Case

      Clear Channel (A): The Rise, 1972–2003

      By: John R. Wells and Gabriel Ellsworth
      At the end of 2003, Clear Channel Communications, Inc., a diversified media group with revenues of $8.9 billion, could claim leadership positions in all three of its main businesses. Clear Channel Broadcasting was the largest radio-station operator in the world, with...  View Details
      Keywords: Clear Channel; Clear Channel Outdoor; Radio; Outdoor Advertising; Concert Industry; Lowry Mays; Federal Communications Commission; Regulation; Regulations; Regulatory Environment; Jcdecaux; Media; Growth Management; Consolidation; Competitive Strategy; Fair Value Accounting; Advertising; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; For-Profit Firms; Entertainment; Music Entertainment; Television Entertainment; Public Equity; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Government Legislation; Business History; Laws and Statutes; Business or Company Management; Growth and Development Strategy; Marketing Channels; Industry Structures; Public Ownership; Problems and Challenges; Sales; Opportunities; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Wireless Technology; Valuation; Media and Broadcasting Industry; Entertainment and Recreation Industry; Advertising Industry; Music Industry; United States; Texas
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      Wells, John R., and Gabriel Ellsworth. "Clear Channel (A): The Rise, 1972–2003." Harvard Business School Case 717-476, February 2017.
      • February 2017
      • Supplement

      JCDecaux, 2016: Global Leader ... Again

      By: John R. Wells and Gabriel Ellsworth
      In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place...  View Details
      Keywords: Jcdecaux; Clear Channel Outdoor; Outfront Media; Lamar Advertising Company; Jean-françois Decaux; Jean-charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris
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      Wells, John R., and Gabriel Ellsworth. "JCDecaux, 2016: Global Leader ... Again." Harvard Business School Supplement 717-441, February 2017.
      • November 2016
      • Case

      Pete & Gerry's

      By: Jose Alvarez and Natalie Kindred
      Keywords: "pete & Gerry's; " Eggs; Egg Industry; Avian Flu; Cage Free; Free Range; Agribusiness; Agriculture; Industry Structure; Industry Evolution; Price Volatility; Small Business; Strategy Formulation; Branding; Marketing; Premium Brand; Growth; Consumer; Consumer Behavior; Animal Welfare; Retail; Grocery; Food Labeling; Animal-Based Agribusiness; Advertising Campaigns; Business Model; Change; Change Management; Disruption; Transition; Trends; Volatility; Customer Value and Value Chain; Entrepreneurship; Food; Ethics; Health; Problems and Challenges; Operations; Sales; Risk and Uncertainty; Quality; Public Opinion; Value; Strategy; Agriculture and Agribusiness Industry; Retail Industry; United States
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      Alvarez, Jose, and Natalie Kindred. "Pete & Gerry's." Harvard Business School Case 517-048, November 2016.
      • November 2016
      • Case

      But, It's For a Good Cause

      By: Elizabeth Keenan and John Gourville
      Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of...  View Details
      Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception
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      Keenan, Elizabeth, and John Gourville. "But, It's For a Good Cause." Harvard Business School Case 517-062, November 2016.
      • October 2016
      • Supplement

      24 Hour Fitness (B): Ownership Changes, 2005–2016

      By: John R. Wells and Gabriel Ellsworth
      In 2016, 24 Hour Fitness was the number-two fitness chain in the United States, generating revenues of $1.4 billion from 441 clubs serving 3.8 million members. Based in San Ramon, California, 24 Hour Fitness operated clubs in 13 states. Having grown rapidly to become...  View Details
      Keywords: Advertising; Advertising Campaigns; Buildings and Facilities; Acquisition; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Customers; Customer Focus and Relationships; Customer Satisfaction; Age; Training; Private Equity; Financing and Loans; Price; Profit; Revenue; Geographic Location; Geographic Scope; Health; Nutrition; Business History; Human Resources; Employees; Employee Relationship Management; Recruitment; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Management Teams; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Social Marketing; Demand and Consumers; Market Entry and Exit; Media; Organizational Design; Private Ownership; Problems and Challenges; Groups and Teams; Sales; Salesforce Management; Situation or Environment; Welfare or Wellbeing; Sports; Strategy; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Corporate Strategy; Expansion; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Web Sites; Value; Valuation; Health Industry; Media and Broadcasting Industry; United States; California; San Francisco
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      Wells, John R., and Gabriel Ellsworth. "24 Hour Fitness (B): Ownership Changes, 2005–2016." Harvard Business School Supplement 717-423, October 2016.
      • October 2016 (Revised April 2018)
      • Case

      DataXu: Selling Ad Tech

      By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
      DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...  View Details
      Keywords: Sales Management; Pricing; Programmatic Ad Buying; "marketing Analytics"; Advertising Technology; Sales; Online Advertising; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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      Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
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      Advertising Campaigns: Articles, Research, & Case Studies on Advertising Campaigns– HBS Working Knowledge
      Skip to Main Content Cold Call A podcast featuring faculty discussing cases they've written and the lessons they impart. Subscribe on iTunes 29 Sep...
      Viral Videos: The Dynamics of Online Video Advertising Campaigns
      → Search All HBS Web
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