Developing Corporate Identity
It is important for creative and media people to combine efforts to produce a successful campaign for a client. The advertising campaign, by Marseller in Chicago, is an excellent example. Beatrice is a major packaged durable goods company. Although consumers are well aware of its many brands, including Tropicana Orange Juice and La Choy Chinese foods, consumers were not aware of the corporate name. Beatrice wanted to change that. The creative and media people worked together to develop a positioning strategy for Beatrice in magazines. A strong on-going relationship between media and creative can produce positive results.
Publication Name: Marketing & Media Decisions
Trustmarks, objective-source ratings, and implied investments in advertising: investigating online trust and the context-specific nature of internet signals
Effectiveness of web signals like ratings and trustmarks, used by internet marketers to convey trust to online consumers, is examined.
Publication Name: Journal of the Academy of Marketing Science
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