Libros UCLV { BETA }

Encyclopedia of Major Marketing Campaigns

This second volume of Encyclopedia of Major Marketing Campaigns (EMMC) profiles 474 of the most notable advertising and marketing initiatives of the twentieth and twenty-first centuries, including: • Aflac’s ‘‘Duck’’ • California Milk Processor Board’s ‘‘Got Milk’’ • Dell’s ‘‘Dude, You’re Getting a Dell’’ • Geico’s ‘‘Gecko’’ • General Motors’s ‘‘Looking for Mr. Goodwrench’’ • Hewlett-Packard’s ‘‘You þ HP’’ • Mastercard International’s ‘‘Priceless’’ • Old Navy’s ‘‘Retro 70s’’ • PepsiCo’s ‘‘Generation Next’’ • Taco Bell’s ‘‘Think Outside the Bun’’ • Unilever PLC’s ‘‘Campaign for Real Beauty’’ • United Parcel Service’s ‘‘What Can Brown Do For You?’’ EMMC covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies. It also focuses on products or services that changed how we view consumer brands, had positive or negative social significance, and/or affected our lifestyles in some far-reaching way. Information in each chapter is easily accessed under the headings Historical Context, Target Market, Competition, Marketing Strategy, and Outcome.