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.
While Gale strives to replicate print content, some content may not be available due to rights restrictions.Call your Sales Rep for details.
"This volume usefully complements and updates the first volume in the series, by the same editor. The current work focuses on the critical examination of 474 ad campaigns that ran in the television, radio, and print mediums from the late 1990s through 2005. Recommended. Purchasers of the first volume, and college/university collections supporting lower-level undergraduates and above."
--CHOICE, June 2007
Price: US $450.00