Encyclopedia of Major Marketing Campaigns 1

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9780787630423: Encyclopedia of Major Marketing Campaigns 1

Book by Gale Group

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Offering informative profiles of 500 marketing campaigns from the twentieth century, this work provides background information, strategy, and outcomes of notable print, radio, and television advertising efforts. Campaigns were selected based on their conceptual value or innovation, company or brand importance, and overall effectiveness. The majority occurred after the 1950s and all took place, at least partially, in the U.S. Examples include the California Milk Processor Board's "Got Milk?" Timex Corporation's "It Takes a Lickin' and Keeps on Tickin'," and Wendy's International's "Where's the Beef?"

Entries are arranged alphabetically by company name, with a general index listing product names, advertising agencies, and people, while a subject index offers broad subject terms. The first two sections of each entry describe the campaign and its strategy plus the product or service itself and the historical details surrounding the company, brand, and market, along with any necessary cultural context. The product's target market is covered as well. Next, entries discuss the competitive environment and the fundamentals of the marketing strategy. Each entry concludes with an outcome assessment. The campaign is evaluated in terms not only of its effect on product sales but also of its impact on the company as a whole and the public response.

Profiles generally range from three to six pages and certainly cover all the basic information most users will be looking for. Quotes from the people involved in the campaign and from major articles written about the campaign are frequently used. Each entry lists a number of additional articles and books for further information. There are some 400 black-and-white reproductions of print and television ads and more than 500 sidebars. The sidebars provide additional facts about campaigns, such as the rumors that Spuds MacKenzie (the bull terrier "spokesman" for Bud Light) was really a she and that the name 7Up was likely derived from a cattle brand.

Few reference works offer historical information about advertising campaigns, and none match the depth and quality offered here. Although most of the information can be had from articles in major newspapers, business magazines, and standard advertising trade publications, users are sure to appreciate being able to access background details and essential facts and analysis in one handy resource. Recommended for academic libraries and medium-sized and large public libraries.
Copyright © American Library Association. All rights reserved

From Library Journal:

Developed as a companion to the publisher's Major Marketing Campaigns Annual, this volume profiles 500 of the most notable marketing and advertising campaigns of the past 100 years. These campaigns cover the marketing of all types of products and services, each in two to five pages, with referral to other sources for further study. Riggs (who also edits the annual) has done a superb job of encapsulating the most important aspects of the campaigns, placing them in historical context, and identifying the target market, competitors, strategies employed, and outcome for each. The size of this collection allows for the coverage of a wide variety of campaigns and the comparison of campaigns and marketing strategies in similar product or service categories. Company studies are presented alphabetically, with campaigns ("You Deserve a Break Today," "Got Milk?") products, and individuals presented through the index. This compilation delivers admirably on the promises in its introduction and should be held by every public, special, or university library that serves marketing or advertising professionals or students.DLittleton M. Maxwell, Univ. of Richmond, VA
Copyright 2000 Reed Business Information, Inc.

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Published by Thomson Gale (1998)
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