Got advertising that works?

Article Abstract:

Advertising plays a vital role in sales promotion. A case study of California Milk Processor Board (CMPB), which has developed oGot Milk?o campaign along with its ad agency Goodby, Silverstein & Partners, to increase the milk sales in California is presented. Guidelines to advertising and communication efforts of a company, irrespective of the brand promoted are provided for success of a business.

Author: Manning, Jeff, Keller, Kevin Lane
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
Marketing procedures, Advertising agencies, Fluid Milk & Cream, Fluid Milk Manufacturing, Advertising, California, Services information, Agencies, Advertising Activity, Packaged Milk & Cream, Services, Company marketing practices, Milk, Goodby Berlin & Silverstein, California Milk Processor Board, Milk, Remade

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Branding shortcuts

Article Abstract:

Building brand is a cost and time consuming process. In a market where consumers have many alternatives and investors are in a rush to take their profits, marketers have to consider alternatives like leveraging secondary associations and choosing the right brand elements to highlight.

Author: Keller, Kevin Lane
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
United States, Marketing, Product management

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Subjects list: Methods, Marketing
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