The first edition of the Encyclopedia of Major Marketing Campaigns (EMMC) profiles 500 of the most notable advertising and marketing initiatives of the twentieth century, including:

• Apple Computer's "1984"
• DeBeers's "A Diamond is Forever"
• General Electric's "We Bring Good Things to Life"
• Gerber's "Gerber Baby"
• J.B. Williams Co.'s "A Little Dab'll Do Ya"
• Nike's "Just Do It"
• Procter & Gamble's "Don't Squeeze the Charmin"
• Thomson Consumer Electronics¹ "Nipper and Chipper"
• Timex's "It Takes a Lickin' and Keeps on Tickin'"
• The United States Government's "Uncle Sam"

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.

Includes Photos and Descriptive Sidebars

Enhancing the text are more than visual elements. There are close to 400 reproductions of television and print advertisements and more than 500 sidebars. A valuable addition, the photos lend context to the data featured within the chapters while the sidebars provide anecdotal statistics and unusual incidents and facts.

Additional Features

• Companies are arranged alphabetically
• Campaigns represent a wide variety of marketing strategies, such as branding and direct mail, and were featured in various media, including television, radio, and print
• General Index lists company and product names, as well as key advertising agencies and people
• Subject Index organizes the essays under broad subject and topic headings
• Further Reading sections suggest avenues for continued study
• EMMC perfectly complements the Major Marketing Campaigns Annual (MMCA), first published in 1998.

A valuable addition to Gale's business resource collection, EMMC is the only publication of its kind that provides detailed commentary on major marketing campaigns throughout the twentieth century.