Encyclopedia of Major Marketing Campaigns, Volume 2

Have you ever wondered how marketing campaigns such as Microsoft's "Where do you want to go today?" came to be? Now, you can find the answer in the Encyclopedia of Major Marketing Campaigns.There is a growing need for information that describes successes and failures of market trends, strategies and initiatives. From Gale, the Encyclopedia of Major Marketing Campaigns looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising.

Entry articles, averaging 2,000 words in length, look at the advertising campaign's or market initiative's historical context, target market, expected outcomes, competition, marketing strategy and development hurdles and the outcome of the campaign -- what worked, what didn't and why. The entry ends with further information for researchers -- 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"Dr Pepper: "Wouldn't You Like to be a Pepper Too?"Eastman Kodak: "You press the button, we do the rest"General Electric: "We Bring Good Things to Light"General Mills: "Breakfast of Champions"JB Williams Co: "A little dab will do ya"Kellogg Company: "Snap, Crackle and Pop"Kraft Foods: "My bologna has a first name . . ."Legg's: "Nothing beats a great pair of leg's"Marines: "Toys for Tots - Guard Duty"Maxwell House Coffee Co.: "Good to the last drop"McDonald's: "Big Mac--two-all-beef-patties-special-sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun"Merrill Lynch: "The difference is Merrill Lynch"Miles Laboratories: "Bactine--makes the hurt stop hurting"Motel 6: "We'll Leave the Light on for You"New Yorker Magazine Inc: "If you don't like New York"Norfolk Southern: "Point of View/Balanced Competition"Procter & Gamble: "Look Ma, no cavities!"Sara Lee Hosiery: "Gentlemen prefer Hanes"Seven-Up: "No Caffeine, Never Had it, Never Will"Staples, Inc.: "The Most Wonderful Time of the Year"Unilever United States: "This ain't no sippin' tea"United Airlines: "Friendly skies campaign" United Negro College Fund: "A Mind Is a Terrible Thing to Waste"US Army: "Uncle Sam - I Want You"US Department of Transportation: Friends don't let friends drive drunk"Whitman Candies: "A Woman Never Forgets the Man Who Remembers" Wrigley's: "Kiss a Little Longer"Other features include photos and illustrations and a master index.