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    • All HBS Web  (2,525)
      • Faculty Publications  (188)

      Advertising Industry Remove Advertising Industry →

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      Broadband: Remaking the Advertising Industry
      Historians have the wisdom granted by time. But for researchers trying to understand current events, especially in the helter-skelter Internet age,...
      Advertising Industry Research from Harvard Business School
      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...
      → Search All HBS Web
      • 2020
      • Working Paper

      Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?

      By: Alvin J. Silk and Ernst R. Berndt
      The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications...  View Details
      Keywords: Economy; advertising; Spending; Media
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      Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?" NBER Working Paper Series, No. 28161, December 2020.
      • July 2020
      • Case

      Amanda and Kristen: Mented Cosmetics

      By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
      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 opportunities that come from identifying an underserved market, specifically within the Black community...  View Details
      Keywords: Brands And Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission And Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; advertising industry; Public Relations industry; Chemical industry; Beauty And Cosmetics industry; Manufacturing industry; Retail industry; North And Central America; United States; New York (city, Ny); New York (state, Us)
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      Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
      • May 2020 (Revised September 2020)
      • Case

      Soofa: Displaying the Right Path?

      By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
      In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and...  View Details
      Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry And Exit; Demand And Consumers; Network Effects; Media; Society; Urban Development; Sustainable Cities; Technology; Hardware; Technology Platform; Strategy; Business Strategy; Expansion; Relationships; Partners And Partnerships; Capital; Venture Capital; advertising industry; Technology industry; Media And Broadcasting industry; North And Central America; United States; Massachusetts; Cambridge
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      Bussgang, Jeffrey J., Amy Klopfenstein, and Amram Migdal. "Soofa: Displaying the Right Path?" Harvard Business School Case 820-098, May 2020. (Revised September 2020.)
      • April 2020
      • Teaching Note

      Tailor Brands: Artificial Intelligence-Driven Branding

      By: Jill Avery
      Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...  View Details
      Keywords: Marketing; Brands And Branding; Marketing Strategy; advertising industry; Technology industry; United States; North America
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      Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Teaching Note 520-103, April 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.
      • March 2020
      • Case

      Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire

      By: Ayelet Israeli, Danilo Tauro and Sarah Gulick
      This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming an integrated adtech company that could leverage AI to buy digital media, while creating and serving display and...  View Details
      Keywords: Online advertising; Insolvency And Bankruptcy; Mergers And Acquisitions; Software; Internet; Competition; Marketing; advertising industry; Web Services industry; United States; Europe
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      Israeli, Ayelet, Danilo Tauro, and Sarah Gulick. "Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire." Harvard Business School Case 520-087, March 2020.
      • March 2020
      • Case

      Thingtesting: Launching a Brand Discovery and Testing Digital Community

      By: Ayelet Israeli and Jill Avery
      Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander...  View Details
      Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Marketing; Brands And Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products industry; Financial Services industry; advertising industry; London; United Kingdom; United States; Europe; North America
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      Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
      • March 2020
      • Technical Note

      Influencer Marketing

      By: Jill Avery and Ayelet Israeli
      Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...  View Details
      Keywords: Influencers; Marketing; Marketing Communications; Brands And Branding; Marketing Strategy; Media And Broadcasting industry; advertising industry; Consumer Products industry
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      Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
      • February 2020
      • Case

      Leading Change in Talent at L'Oréal

      By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney
      Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful...  View Details
      Keywords: advertising; Business Headquarters; Business Divisions; Business Organization; Change; Change Management; Transformation; Competency And Skills; Experience And Expertise; Talent And Talent Management; Demographics; Diversity; Gender; Nationality; Multinational Firms And Management; Human Resources; Employees; Recruitment; Retention; Selection And Staffing; Innovation And Management; Jobs And Positions; Employment; Human Capital; Leadership; Leadership Development; Leadership Style; Leading Change; Management Practices And Processes; Marketing; Brands And Branding; Product Marketing; Organizations; Organizational Change And Adaptation; Organizational Structure; Personal Development And Career; Planning; Strategic Planning; Problems And Challenges; Networks; Social Psychology; Attitudes; Power And Influence; Social And Collaborative Networks; Business Strategy; advertising industry; Beauty And Cosmetics industry; Consumer Products industry; France; Paris
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      Ramarajan, Lakshmi, Vincent Dessain, and Emer Moloney. "Leading Change in Talent at L'Oréal." Harvard Business School Case 420-106, February 2020.
      • January 2020 (Revised July 2020)
      • Supplement

      MoviePass: The 'Get Big Fast' Strategy

      By: Benjamin C. Esty and Daniel Fisher
      In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses...  View Details
      Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Business Strategy; Value Creation; Consolidation; Cash Flow; Growth Management; Business Startups; Entrepreneurship; Disruptive Innovation; Mobile Technology; Motion Pictures And Video industry; Entertainment And Recreation industry; advertising industry; Information industry; United States
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      Esty, Benjamin C., and Daniel Fisher. "MoviePass: The 'Get Big Fast' Strategy." Harvard Business School Spreadsheet Supplement 720-854, January 2020. (Revised July 2020.)
      • October 2019 (Revised August 2020)
      • Case

      Gupta Media: Performance Marketing in the Digital Age

      By: V. Kasturi Rangan and Courtney Han
      Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists...  View Details
      Keywords: Digital Marketing; Social Media; Marketing; Online advertising; Performance; Measurement And Metrics; advertising industry
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      Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised August 2020.)
      • September 2019 (Revised September 2019)
      • Case

      Facebook Fake News in the Post-Truth World

      By: John R. Wells, Carole A. Winkler and Benjamin Weinstock
      In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake...  View Details
      Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; Whatsapp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; advertising; Online advertising; Business Ventures; Acquisition; Mergers And Acquisitions; Business Growth And Maturation; Business Headquarters; Business Organization; For-profit Firms; Trends; Communication; Communication Technology; Forms Of Communication; Interactive Communication; Interpersonal Communication; Talent And Talent Management; Crime And Corruption; Voting; Demographics; Entertainment; Games, Gaming, And Gambling; Moral Sensibility; Values And Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-cultural And Cross-border Issues; Globalized Firms And Management; Globalized Markets And industries; Governing Rules, Regulations, And Reforms; Government And Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection And Staffing; Information Management; Information Publishing; News; Newspapers; Innovation And Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business Or Company Management; Crisis Management; Goals And Objectives; Growth And Development Strategy; Growth Management; Management Practices And Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry And Exit; Market Platforms; Two-sided Platforms; Marketplace Matching; industry Growth; industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility And Impact; Mission And Purpose; Organizational Change And Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems And Challenges; Business And Community Relations; Business And Government Relations; Groups And Teams; Networks; Rank And Position; Opportunities; Behavior; Emotions; Identity; Power And Influence; Prejudice And Bias; Reputation; Social And Collaborative Networks; Status And Position; Trust; Society; Civil Society Or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization And Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Technology Networks; Technology Platform; Web; Web Sites; Wireless Technology; Valuation; advertising industry; Communications industry; Entertainment And Recreation industry; Information industry; Information Technology industry; Journalism And News industry; Media And Broadcasting industry; Service industry; Technology industry; Telecommunications industry; Video Game industry; United States; California; Sunnyvale; Russia
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      Wells, John R., Carole A. Winkler, and Benjamin Weinstock. "Facebook Fake News in the Post-Truth World." Harvard Business School Case 720-373, September 2019. (Revised September 2019.)
      • August 2019 (Revised December 2019)
      • Case

      Zillow Offers: Winning Online Real Estate 2.0

      By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
      Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...  View Details
      Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Technology; Business Model; Expansion; Business Startups; Real Estate industry; Media And Broadcasting industry; United States
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      Viceira, Luis, Marco Di Maggio, and Allison Ciechanover. "Zillow Offers: Winning Online Real Estate 2.0." Harvard Business School Case 220-021, August 2019. (Revised December 2019.)
      • April 2019 (Revised August 2020)
      • Case

      Raksul

      By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno
      Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace...  View Details
      Keywords: E-commerce; Marketplace Design; B2b; Platform Strategy; Printing; Entrepreneurship; Market Platforms; Logistics; advertising; Growth And Development Strategy; industry Structures; Web Services industry; Japan
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      Kominers, Scott Duke, Masahiro Kotosaka, Nobuo Sato, and Akiko Kanno. "Raksul." Harvard Business School Case 819-115, April 2019. (Revised August 2020.)
      • January 2019
      • Supplement

      Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

      By: Jill Avery and Gerald Zaltman
      In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar...  View Details
      Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; Zmet; Data Analysis; Marketing; Marketing Strategy; Brands And Branding; Consumer Behavior; Marketing Communications; Data And Data Sets; Analysis; Consumer Products industry; Food And Beverage industry; advertising industry; United States; North America; Italy
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      Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
      • 2019
      • Working Paper

      Network Interconnectivity and Entry into Platform Markets

      By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
      Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas other platform networks may comprise local clusters in which buyers...  View Details
      Keywords: Network Structure; Clustering; Platform Competition; Networks; Market Platforms; Competition; Market Entry And Exit
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      Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Harvard Business School Working Paper, No. 19-062, December 2018. (Revised December 2019.)
      • December 2018 (Revised August 2019)
      • Case

      Super Bowl Storytelling

      By: Shelle Santana and Jill Avery
      The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an...  View Details
      Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; advertising; Television Entertainment; Brands And Branding; Media; Cost Vs Benefits; advertising industry; Media And Broadcasting industry; Sports industry; United States; North America
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      Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
      • October 2018 (Revised October 2018)
      • Teaching Note

      La-Z-Boy (A)

      By: Joseph B. Fuller and Julia Kelley
      Kurt Darrow, CEO of La-Z-Boy furniture, must decide whether to continue an overhaul of the company's strategy in the face of a collapse in demand during the great recession. Having pared back La-Z-Boy's portfolio of brands and manufacturing network, he intends to...  View Details
      Keywords: Retail; Manufacturing; Organizational Transformations; Reorganization; Furniture Industry; Corporate Strategy; Home Fashion; Turnaround; Portfolio Rationalization; Globalization Of Supply Chain; Brand Repositioning; Business Growth And Maturation; Brands And Branding; Competitive Strategy; Vertical Integration; Transformation; Retail industry; Manufacturing industry; Consumer Products industry; United States
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      Fuller, Joseph B., and Julia Kelley. "La-Z-Boy (A)." Harvard Business School Teaching Note 319-048, October 2018. (Revised October 2018.)
      • August 2018 (Revised October 2020)
      • Case

      Tailor Brands: Artificial Intelligence-Driven Branding

      By: Jill Avery
      Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills...  View Details
      Keywords: Startup; Services; Artificial Intelligence; Machine Learning; Digital Marketing; Brand Management; Big Data; Internet Marketing; Analytics; Marketing; Marketing Strategy; Brands And Branding; Technology; Entrepreneurship; Venture Capital; Business Model; Consumer Behavior; advertising industry; Service industry; Technology industry; United States; North America; Israel
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      Avery, Jill. "Tailor Brands: Artificial Intelligence-Driven Branding." Harvard Business School Case 519-017, August 2018. (Revised October 2020.)
      • June 2018 (Revised October 2018)
      • Teaching Note

      Valuing Snap After the IPO Quiet Period (A), (B), and (C)

      By: Marco Di Maggio and Benjamin C. Esty
      Teaching Note for HBS Nos. 218-095, 218-096, and 218-116.  View Details
      Keywords: Initial Public Offering; Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Venture Capital; Corporate Governance; advertising; Quiet Period; Business Startups; Online advertising; Initial Public Offering; Technology Networks; Valuation; Venture Capital; Forecasting And Prediction; advertising industry; Entertainment And Recreation industry; Web Services industry; United States; California
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      Di Maggio, Marco, and Benjamin C. Esty. "Valuing Snap After the IPO Quiet Period (A), (B), and (C)." Harvard Business School Teaching Note 218-101, June 2018. (Revised October 2018.)
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      Are you looking for?

      Broadband: Remaking the Advertising Industry
      Historians have the wisdom granted by time. But for researchers trying to understand current events, especially in the helter-skelter Internet age,...
      Advertising Industry Research from Harvard Business School
      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...
      → Search All HBS Web
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