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Encyclopedia Of Major Marketing Campaigns - Volume 2
Posted on 2010-03-15
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More Thomas Riggs, ?Encyclopedia Of Major Marketing Campaigns, Vol. 2? This completely new second volume explores nearly 475 major marketing and advertising campaigns from 1999-2006. Entries profile recent print, radio, television, billboard and Internet campaigns. Each essay discusses the historical context of the campaign, the target market, the competition, marketing strategy, and the outcome. Photos and sidebars enhance the text. Entries average 2,000 words in length. Each entry ends with further information, such as references to competitors and annotated citations to relevant campaigns and periodical articles. The companies and campaigns featured in this edition include: American Express: Portraits Borden, Inc: Elsie the cow The Coca-Cola company: "Always Coca-Cola" DeBeers: "A Diamond is Forever" General Mills: "Breakfast of Champions" Kellogg Company: "Snap, Crackle and Pop" Legg's: "Nothing beats a great pair of leg's" Maxwell House Coffee Co.: "Good to the last drop" Merrill Lynch: "The difference is Merrill Lynch" Seven-Up: "No Caffeine, Never Had it, Never Will" US Army: "Uncle Sam - I Want You" US Department of Transportation:
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