Cover image for Encyclopedia of major marketing campaigns
Encyclopedia of major marketing campaigns
Riggs, Thomas, 1963-
Publication Information:
Detroit : Gale Group, 2000.
Physical Description:
xxii, 2063 pages : illustrations ; 29 cm
Added Author:
Format :


Call Number
Material Type
Home Location
Item Holds
HF5837 .E53 2000 Adult Non-Fiction Central Closed Stacks-Oversize Non-Circ

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This reference 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.

Reviews 3

Booklist Review

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.

Library Journal Review

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 (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

Choice Review

Riggs's book profiles approximately 500 of the most successful and recognized ad campaigns of the 20th century. The entries, from TV and print, were selected for innovation and effectiveness in selling a product or service and include campaigns for consumer products and from government agencies and other nonprofit groups. Each profile, arranged alphabetically by the organization funding the campaign, starts with a heading that gives the organization name, addresses, and telephone number, followed by an overview listing the agency name, time period of the campaign, any awards won, and company history, with reviews of the corporate marketing strategies. Other sections entitled "Target Market," "Competition," "Marketing Strategy," and "Outcomes" are included. A bibliography about each campaign concludes the entry, and there are some 400 reproductions of TV and print ads. The introduction reviews the history of nearly 100 years of advertising. Nicolas Ind's Great Advertising Campaigns (1993) and New York Chapter of the American Marketing Association's A Celebration of Effective Advertising (1999), competing works for anyone interested in this topic, are not as comprehensive as Riggs's. Recommended for college and university collections. A. Todman; St. John's University (NY)

Table of Contents

Highlightsp. ii
Photo Creditsp. xv
Forewordp. xvii
Introductionp. xxi
Adolph Coors Company
Advertising Council
Alberto-Culver USA, Inc.
Alexander Hamilton Institute, Inc.
Allstate Insurance Company
American Airlines Corporation
American Broadcasting Company Television Network, Inc.
American Cancer Society
American Egg Board
American Express Company
American Honda Motor Company, Inc., Acura Division
American Isuzu Motors, Inc.
American Safety Razor Company
American Tourister, Inc.
Anheuser-Busch Companies
Apple Computer, Inc.
Archer Daniels Midland Company
Aurora Foods Inc.
Australian Tourist Commission
Avis Rent a Car, Inc.
Bayer Corporation
Bayerische Motoren Werke Ag
Beiersdorf, Inc.
Ben and Jerry's Homemade, Inc.
Benetton Group Spa
BIC Corporation
Black and Decker
Bohan, Carden, and Cherry
Book-of-the-Month Club
Borden Inc.
Boston Beer Company
Braun, Inc.
Brown and Williamson Tobacco Corporation
Brown-Forman Corporation
Burger King Corporation
Cable News Network
California Milk Processor Board
California Raisin Marketing Board
Calvin Klein Cosmetics
Calvin Klein, Inc.
Campbell Soup Company
Canandaigua Wine Company, Inc.
Cannondale Corporation
Capitol Records Inc.
William Carter Company
Catholic Archdiocese of New York
Celestial Seasonings, Inc.
Centers for Disease Control and Prevention
Chanel Inc.
Channel 7 WABC
Charles Atlas Ltd.
Chevron Corporation
Chiquita Brands International, Inc.
Chock Full O'Nuts Corporation
Church of Jesus Christ of Latter-Day Saints
Clairol Inc.
Clorox Corporation
Coca-Cola Company
Colgate-Palmolive Company
Compagnie Generale Des Etablissements Michelin
Conagra, Inc.
Consumer Information Center
Coors Brewing Corporation
Corning Glass Works
Cosmair, Inc.
Cotton Inc.
CSX Corporation
Culligan Water Technologies, Inc.
Cunard Line Ltd.
Daimler Chrysler
Dairy Management Inc.
Dale Carnegie and Associates, Inc.
Dannon Company
Debeers Consolidated Mines, Ltd.
Dell Computer Corporation
Delta Air Lines, Inc.
Democratic National Committee
Diageo Plc
Dial Corporation
Domino's Pizza Inc.
Dow Chemical Company
Dr Pepper/Seven Up, Inc.
Dr. Martens Airwair USA, LLC
Dreyer's Grand Ice Cream, Inc.
Dunkin's Donuts, Inc.
E.I. Du Pont de Nemours and Company
Eastman Kodak Company
El Al Israel Airlines Ltd.
Empire State Development Corporation
Enterprise Rent-a-Car Company
Euro Disney S.C.A.
Faultless Starch/Bon Ami Company
Federal Express Corporation
Feld Entertainment, Inc.
Finnish National Distillers, Inc.
Florida Department of Citrus
Ford Motor Company
Foster Grant, a Division of Accessories Associates, Inc.
Frito-Lay Company
Fruit of the Loom, Inc.
Ernest and Julio Gallo Winery
General Electric Company
General Mills, Inc.
General Motors Corporation
Gerber Products Company
Gillette Company
Girl Scouts of the United States of America
Global Beverage Company
Golden Grain Company
B.F. Goodrich Company
Goodyear Tire and Rubber Company
Greyhound Lines, Inc.
Haggar Apparel Company
Hallmark Cards, Inc.
Hanes Hosiery
Harley-Davidson, Inc.
Hartford Insurance Company
Hasbro, Inc.
C.F. Hathaway and Company
Healthtex, Inc.
H.J. Heinz Company
Heinz Pet Products
Helene Curtis Industries, Inc.
Hershey Foods Corporation
Hertz Corporation
Holiday Inn Worldwide
Hygrade Food Products Corporation
Intel Corporation
International Business Machines Corporation
International Correspondence Schools
International Home Foods Inc.
J. Peterman Company
J.B. Williams Company
Jack Daniel Distillery
Jantzen Inc.
Andrew Jergens Company
John Hancock Mutual Life Insurance Company
Johnson and Johnson
Johnson and Johnson-Merck Consumer Pharmaceuticals Company
Jordan Motor Car Company
Just Say No Foundation
Keds Corporation
Keebler Company
Keep America Beautiful, Inc.
Kellogg Company
Kia Motors America, Inc.
Kiwi Brands, Inc.
Kraft Foods Inc.
L'Eggs Products, Inc.
Lee Apparel Company
Lever Brothers Corporation
Levi Strauss and Company
Henry S. Levy and Sons, Inc.
Lexus Division of Toyota Motor Sales USA
Liz Claiborne, Inc.
R.H. Macy and Company, Inc.
Maidenform Worldwide Inc.
Mars, Inc.
Mattel, Inc.
Maxwell House Coffee
Maytag Corporation
Mcdonald's Corporation
Mci Worldcom, Inc.
Mcneil Consumer Products Company
Media-Advertising Partnership for A Drug-Free America
Memtek Products Inc.
Mercedes-Benz of North America, Inc.
Merrill Lynch and Co.
Michelin North America, Inc.
Microsoft Corporation
Midas International Corporation
Miles Laboratories
Miller Brewing Company
Minnesota Mining and Manufacturing Company
Minolta Company Ltd.
Molson Breweries U.S.A., Inc.
Morgan Stanley Dean Witter
Morton International, Inc.
Motel 6 Corporation
MTV Networks, Inc.
Muscular Dystrophy Association
Nabisco Group Holdings Association
Nabisco Holdings Corporation
National Association of Broadcasters
National Basketball Association
National Basketball Association Properties, Inc.
National Broadcasting Company, Inc.
National Cattlemen's Beef Association
National Crime Prevention Council
National Federation of Coffee Growers of Colombia
National Pork Producers Council
National Thoroughbred Racing Association
Nestle Beverage Company
Nestle USA, Inc.
New York, New Haven and Hartford Railroad Company
New Yorker Magazine, Inc.
Newspaper Association of America
Nike, Inc.
Nissan Motor Company, Ltd
Norfolk Southern Corporation
Northwestern Mutual Life Insurance Company
Ocean Spray Cranberries, Inc.
Oscar Mayer Foods
Packard Motor Car Company
Pan American Coffee Bureau
Parfums De Coeur, Ltd.
Partnership for a Drug-Free America
Pepsi-Cola Company
Pharmacia and Up John, Inc.
Philip Morris Companies, Inc.
Phoenix Home Life Mutual Insurance Company
Pillsbury Company
Pioneer Electronics (USA) Inc.
Pitney Bowes Inc.
Pizza Hut, Inc.
Playtex Apparel, Inc.
Polaroid Corporation
Poof Products, Inc.
Dr. Ing. H.C. Ferdinand Porsche Ag
Procter and Gamble Company
Procter and Gamble Company/Cover Girl
Prudential Insurance Company of America
Publishers Clearing House
Puerto Rico Tourism Company
Qantas Airways Ltd.
Quaker Oats Company
Radio Advertising Bureau
Random House, Inc.
Reading is Fundamental
Red Roof Inns, Inc.
Reebok International Ltd.
Rodale Press
Rolling Stone
Ronco Inc.
Roto-Rooter Corporation
Rubio's Restaurant Inc.
Russia Cement Company
S.C. Johnson and Son, Inc.
Saab Automobile AB
Sara Lee Corporation
Saturn Corporation
Save the Children Federation
Schering-Plough Healthcare Products, Inc.
Schieffelin Somerset and Corporation
Schwinn Cycling and Fitness, Inc.
Seagram Americas
Seagram Company Ltd.
Sears, Roebuck and Company
Security of Life Denver
Sega of America
Shell Oil Company
Sherwin Cody School of English
Siemens Corporation
Pierre Smirnoff Company
Smith Barney
Snapper Power Equipment
Sony Corporation
Southland Corporation
Sprint Corporation
Sprint Pcs
Stanley Works
Staples, Inc.
Starkist Foods, Inc.
State Farm Insurance Companies
Steinway Musical Instruments, Inc.
John B. Stetson Company
Stouffer Frozen Foods
Subaru of America, Inc.
Sunbeam Corporation
Sunkist Growers, Inc.
Sunsweet Growers Inc.
Swisher International Group Inc.
Taco Bell Corporation
Tandy Corporation
Tenneco, Inc.
Texaco Inc.
Thomson Consumer Electronics
Timex Corporation
Tommy Hilfiger Corporation
The Topps Company
Toyota Motor Sales USA
Toys "R" US, Inc.
U.S. School of Music
Uncle Ben's Inc.
Unilever HPC USA
Unilever PLC
Unilever United States, Inc.
United Airlines, Inc.
United Negro College Fund
United States Army
United States Department Of Agriculture
United State Department Of Transportation
United States Department Of The Treasury
United States Marine Corps
United States Postal Service
United Way Of America
Virginia Tourism Corporation
Visa U.S.A.
Vlasic Foods International Inc.
Volkswagen Of America, Inc.
Volvo Cars Of North America
Walt Disney Company
Warner Brothers Inc.
Warner-Lambert Company
Wendy's International, Inc.
Wenner Media
Whirlpool Corporation
White Castle Systems, Inc.
Whitman Candies, Inc.
Wolverine World Wide, Inc.
Wm. Wrigley Jr. Company
Yamaha Corporation
Zenith Electronics Corporation
Contributors Notesp. 1985
Subject Indexp. 1989
General Indexp. 1991