Thomson Gale published the first volume of the Encyclopedia of Major Marketing Campaigns in 1999. It included nearly 500 essays, each on an important advertising campaign of the twentieth century. The present volume serves as an update to the first, offering an additional 474 essays on campaigns that appeared between the late 1990s and 2005. There were three main criteria for selecting a campaign: its conceptual value or innovation (sometimes represented by the winning of awards); the importance of the company or brand for which it was run; and its effectiveness in selling the advertised product or service. The campaigns covered in this book were for products or services in various categories, such as alcoholic and other beverages, automobiles, food items, footwear, insurance, public service, pharmaceuticals, and telecommunications. [download]
Format : Ebook.Pdf
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