At a time when consumers' free time is dwindling almost as fast as entertainment options are expanding, getting non-readers excited about reading and buying books is very important. So, the Association of American Publishers decided to glamorise its product image with a celebrity-based general-interest marketing campaign. Research indicated that people aged 34 and under were buying fewer books and AAP chose Ogilvy & Mather Worldwide to implement a campaign. The resulting campaign used celebritie...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.2.1 Product strengths/weaknesses/opportunities/threats

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