Harvard Business Review

NOVEMBER 25, 2016

Juan Díaz-Faes for HBR. For example, advertising managers may ask analysts, “What is the most efficient way to use ads to increase sales?” ” Though this seems reasonable, it may not be the right question since the ultimate objective of most firms isn’t to increase sales, but to maximize profit.

Analysis 8

Analysis Incubator Advertising Objective 8

Harvard Business Review

FEBRUARY 12, 2013

Advertising creatives have always known the power of memes, even if they didn't always use the term. Whereas advertisers once spawned memes, now the better strategy may be to surf them. Expect more advertisers to follow suit. This is the first in a series of posts from our March issue on the future of advertising.

Advertising 8

Advertising Creativity Video Budgeting 8

Harvard Business Review

FEBRUARY 25, 2013

To appreciate how broken most contemporary models of advertising and promotion have become, listen to Jeff Bezos complain about how Amazon's core values are misunderstood. Recommendation engines and reviews have both proven remarkably (cost)effective sales, marketing and promotional media for Amazon. That's compelling.

Brand 8

Brand Advertising Retail Due Diligence 8

Harvard Business Review

FEBRUARY 27, 2013

In the Fall of 2012, shortly before the most well-known creativity index in Germany was about to be published ( Manager Magazine Kreativ Index ), two leading advertising agencies in Germany, Jung von Matt and Scholz & Friends , announced that they would not participate in any creative or advertising award competitions in 2013.

Creativity 8

Creativity Advertising Metrics Brand 8

Harvard Business Review

NOVEMBER 23, 2010

Have you ever met a sales executive or a CIO who said: "Sales is too important to be left to Sales" or "IT is too important to be left to IT"? Have you ever met a sales executive or a CIO who said: "Sales is too important to be left to Sales" or "IT is too important to be left to IT"? Im sick about it.

CIO 15

CIO Guidelines Telecommunications Emotional Intelligence 15

Harvard Business Review

JULY 17, 2014

Likewise, marketing wants to clearly quantify the impact of its long-term branding efforts while finance is more focused on macro-economic drivers of marketing performance, such as interest rates, employment levels, inflation and retail sales. 2.3% – which in turn led to increased PC sales. An HBR Insight Center.

Finance 14

Finance Marketing P&L ROI 14

Harvard Business Review

APRIL 12, 2013

There''s a question all top managers should ask: How can I make my sales force, which is one of the biggest and most important investments my company makes, perform more effectively?". Sales forces are expensive. sales forces exceeds $800 billion a year. sales forces exceeds $800 billion a year. times the estimated $169.5

Short-term 8

Short-term Telecommunications Advertising Long-term 8

Harvard Business Review

MARCH 16, 2016

jennifer maravillas FOR HBR. And yet because buyers can access prices, reviews, and other information via online searches, their attitudes toward negotiations, pricing, online engagement, and sales reps are changing. Among other things, many consumers want to browse without engaging with the sales staff.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

FEBRUARY 12, 2014

In the January issue of HBR, Roger Martin sets out some rules for avoiding common mistakes in strategy making. To understand the power of comparison, let me retell this famous old advertising story. One day, an advertising executive and a colleague were having lunch in New York’s Central Park. It offered minimal variety.

Strategy 13

Strategy Document Comparison Retail 13

Harvard Business Review

FEBRUARY 26, 2013

But persuading people is what advertising is designed to do. Andrew Winston, a frequent HBR blogger and author of Green to Gold , explains how the company got the project rolling: To get the word out, M&S covered a multi-story warehouse entirely with old clothing. The Future of Advertising An HBR Insight Center.

Advertising 8

Advertising Retail Fashion Marketing 8

Harvard Business Review

JUNE 22, 2015

I talked with Jill Avery, a senior lecturer at Harvard Business School and co-author of HBR’s Go To Market Tools , to better understand how to use this important calculation. The fixed costs to advertise the flip flops are $2,000. So, how many flip flops does the company need to sell to breakeven on its advertising expense?

Payback Period 8

Payback Period Fixed Costs Analysis Price 8

Harvard Business Review

FEBRUARY 22, 2011

We wanted to share these thoughts with the HBR community and invite site readers to comment, poke holes in our argument, and otherwise put these ideas to the test. They're out to kill the cost-per-thousand or CPM-based ad sales model. The extra search on Google, essentially, is immaterial to Google's economics.

CPA 15

CPA CPM Advertising Disintermediation 15

Harvard Business Review

FEBRUARY 14, 2013

No matter the brand, each advertisement leans on the same sluggishly tired trope: the surprised female jewelry recipient — one half of a uniformly heterosexual couple — lured into a romantic adventure. If a diamond is forever, so, it seems, are the advertisements for them. The Future of Advertising An HBR Insight Center.

Advertising 8

Advertising Retail Price Storytelling 8

Harvard Business Review

MAY 21, 2013

In the early 2000s, Torrance''s metrics were adapted to an advertising context by a group around communications researcher Robert Smith from Indiana University. As we describe in our HBR article , we used Smith''s scale to assess the creativity of 437 TV advertising campaigns in Germany. Advertising Creativity TTCT'

Creativity 8

Creativity Advertising How To Objective 8

Harvard Business Review

AUGUST 15, 2014

Walter Frick, an HBR editor, contrasts the enthusiasm of executives for spending money on digital initiatives versus their relatively unsupportive boards. companies on field sales efforts is 3X their spending on all consumer advertising, more than 20X the spend on all online media, and more than 100X what they currently spend on social media.

Media 11

Media ROI McKinsey Survey 11

Harvard Business Review

FEBRUARY 12, 2013

Many pioneers of digital advertising believed it possible to create advertising so useful it's a service. By 1998, though, spending on Internet advertising had grown to the point where the established agencies woke up. We were back to delivering what TV spots, radio spots, and print ads had delivered for years: sales messages.

Advertising 11

Advertising Media Content Brand 11

Harvard Business Review

FEBRUARY 28, 2013

Digital may be the future when it comes to publishing, but the problem today is that online publishing — and advertising specifically — doesn't make enough money. We see an opportunity to as much as double the value media companies get from display advertising by creating an effective lead-generation machine.

Media 8

Media Company Advertising RACI 8

Harvard Business Review

NOVEMBER 30, 2010

The Conversation Blogs The Conversation Breaking Up the Retail-Price Confusopoly 8:25 AM Tuesday November 30, 2010 by Joshua Gans | Comments () Email Tweet This Post to Facebook Share on LinkedIn Print This years holiday shopping season improved somewhat over last year with sales likely to top $11 billion.

Retail 14

Retail Price Comparison Nalebuff 14

Harvard Business Review

JUNE 12, 2013

In the beginning, mobile advertising was all about conversions. Smartphone adoption aside, a big reason rich media display ads have become so popular with advertisers is that they produce click-through and engagement rates that are significantly higher than PCs. Remember QR codes? They include: Financial services (i.e., credit cards).

Advertising 8

Advertising Call Center Brand Telecommunications 8

Harvard Business Review

JUNE 1, 2015

This month, after five years of agonizingly slow sales, she called it quits by posting a funny video that reflects on her entrepreneurial failure, shows her garage filled with unsold merchandise — and offers a liquidation-sale discount. An edited version of our conversation follows: HBR: Why did you launch the business?

PR 8

PR Career Apparel Video 8

Harvard Business Review

FEBRUARY 20, 2013

Outside of live televised events, advertising is easy to avoid. Advertisers have to imagine more and more scenarios in which traditional ads just don't have a place anymore. That's an important thing in advertising, because our timelines are notoriously short. The Future of Advertising An HBR Insight Center.

Advertising 11

Advertising Brand Creativity Content 11

Harvard Business Review

JUNE 27, 2014

The media-generated image of passive beneficiaries of international charity and financial aid is now giving way to one of active customers voicing their opinions on product performance, service quality, and advertising. This shift will play out most obviously in marketing communications and advertising. An HBR Insight Center.

Marketing 9

Marketing Mass Marketing Retail Market Segmentation 9

Harvard Business Review

OCTOBER 5, 2015

The disruption reveals itself in the fast growth of newer content brands like Refinery29 and Vice , the increased use of technologies like Outbrain and Taboola to drive traffic, and the growth of programmatic approaches to advertising revenue. Advertising also offers opportunities to blend humans and automation. Humans and Automation.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

JUNE 16, 2016

Laura Schneider for HBR. In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. billion sales in India.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

JANUARY 26, 2012

the supposed 60%) led to double digit sales and profit growth with 1-2% volume loss. In a previous HBR blog post , we noted that nearly two thirds of categories/companies that raised prices recently saw sales and volume decline. Most companies would declare this pricing action a success.

Price 13

Price Content Media Trends 13

Harvard Business Review

MAY 16, 2012

As part of the research for a book I'm co-authoring — Heart, Smarts, Guts, and Luck , due out in August from HBR Press — my colleagues and I interviewed and surveyed hundreds of successful entrepreneurs around the globe to better understand what it takes to be an entrepreneur and build a really great business.

Planning 21

Planning Mintzberg IPO Entrepreneur 21

Harvard Business Review

MARCH 22, 2013

BKash is now advertised widely, with 30,000 agents and 2.2 It also meant gauging demand for irrigation with a certain level of precision, which meant accurately forecasting the sale price of rice. Scaling Social Impact Insights from HBR and The Bridgespan Group. Give Us Feedback and Get a Free HBR Article. million users.

Technology 19

Technology Microfinance Banking Document 19

Harvard Business Review

OCTOBER 28, 2014

A trip through the HBR archives shows just how cutting-edge the company has been in so many ways for so long. With the coming of the automobile and national radio advertising, James C. Wood and Sears, Roebuck, excerpted in HBR in 1985, rural America was becoming less isolated and more like urban America.

Retail 9

Retail Quinn Real Estate Apparel 9

Harvard Business Review

NOVEMBER 23, 2010

For example, marketing optimizes its activities for its own benefit and the sales and customer service functions do likewise. The end-to-end process of customer acquisition and retention — getting rid of duplicate activities and information across marketing, sales and customer service — isnt touched.

Process 15

Process CEO Insurance Banking 15

Harvard Business Review

JUNE 4, 2014

Let’s look at four value chains Apple could disrupt, each of which in markets that, on the face of it, seem large enough to offer hope: television, advertising, health care, and automobiles. Just as traditional television will be with us for many more years, so will traditional television advertisements. An HBR Insight Center.

Industry 9

Industry Wireless Advertising Content 9

Harvard Business Review

JULY 15, 2014

Every touch point in the marketing mix — including advertising, executive communication, demand generation, sales enablement, and customer support — benefits from an injection of folklore because stories are a potent vehicle for persuasion. An HBR Insight Center. That’s a goal all businesses should have.

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

DECEMBER 14, 2011

This post is part of the HBR Forum, The Future of Retail. We launched in February of 2010, and within three weeks we'd beat our first-year sales goals. We rely heavily on press and word of mouth and have done very little paid customer acquisition or advertising. Having a retail presence makes sense to us for four reasons.

Retail 15

Retail Fashion Brand Learning-by-Doing 15

Harvard Business Review

JULY 25, 2016

Laura Schneider for HBR. Some articles indicate that stories are an effective marketing and advertising tool. If you are driving sales online, measure digital KPIs with click-throughs from social platforms to the purchase. Measuring in-store sales is harder but can be done with offer codes, surveys, or scanner data.

Media 8

Media Strategy Audience Brand 8

Harvard Business Review

DECEMBER 7, 2011

This post is part of the HBR Forum, The Future of Retail. It has little to do with advertising or marketing. So in retail, at least, managerial OI is a crucial part of how companies can differentiate themselves and improve their sales. Why would they? Like your own character, it's judged by actions more than words.

Company 15

Company Retail Bottom-up Advertising 15

Harvard Business Review

OCTOBER 3, 2018

” The email contained a link to a 2017 article one of us wrote for HBR, and suggested the CMO read it before their meeting. ” Like many of the CMOs described in the 2017 article, she was initially hired to focus on downstream commercialization roles, such as overseeing advertising.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

DECEMBER 21, 2012

Like many new managers, she thought she could read up on the latest management thinking (I’d recommend HBR) and then put the ideas into practice. Print advertising is way down, as we know: $20 billion lost since 2006. The real problem is digital ad sales, which is “growing at 1/50th the pace of print's decline.” That’s not good.

Management 8

Management McKinsey Health Care Uncertainty 8

Harvard Business Review

AUGUST 3, 2018

In a recent HBR article , we claimed that modern digital companies such as Uber, Facebook, and Alphabet play an increasingly important role in the economy, but their financial statements fail to capture company’s main value drivers. Digital companies must be performing such assessments in-house to reward their sales and marketing staff.

Report 8

Report GAAP Company Proposal 8