Advertising industry

If you're not careful, you'll end up "acquiring" existing customers.

Here'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,...

Any company with Californian customers will be affected.

Unilever applies the principles of feature film directing and editing to turn so-so commercials into winners.

Many U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions...

Why are you paying for bots to click on your ads?

Does the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age.

In 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today...

Bryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due...

You can charge a premium for products without added features.

The search for an alternative to interruptive ads.

What many marketers get wrong.

Marketers, take note.

Blackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his...

Today technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a...

The retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers...

Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures...

Faced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles....

Online advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves.

George Caldwell, cofounder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client, John McWilliams, CEO of GlobalBev. McWilliams...