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Building brands with competitive analysis

Collection:
Agricultural Communications Documentation Center (ACDC)
Contributor:
Gordon, Ross (main author), Hastings, Gerard (author), McDermott, Laura (author), Evans, W. Douglas (author)
Format:
Book chapter
Publication Date:
2008
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
appeals (message), audience analysis, audience research, campaign planning, campaigns, communication methods, communication planning, drink, health education, health information, media selection, message content, social marketing, tobacco, health, marketing communication, brands, branding, viral
Notes:
Pages 74-90 in W. Douglas Evans and Gerard Hastings (eds.), Public health branding: applying marketing for social change. Oxford University Press, Oxford, England. 304 pages.