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Integrated Advertising, Promotion, and Marketing Communications
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Author Archives: Dr. Donald Baack

  • Changing a company logo involves quality research, careful planning, and large expenditures. Recently, Virgin Atlantic airlines developed and [...]

    New Logos for Virgin Atlantic (Chapter 2)

    May 9, 2019
  • Many marketing experts believe that analytics have become the driving force behind a great number of IMC programs, both in terms of IMC planning [...]

    Role of Analytics (Chapter 15, Chapter 4)

    April 18, 2019
  • In an age in which more than 90% of U.S. consumers take advantage of coupons, some debate exists as to which format, digital/mobile or print, is [...]

    FSI versus Mobile/Digital Coupons (Chapter 12)

    April 17, 2019
  • Anheuser Busch’s 2019 Super Bowl advertisements made an issue of the use of corn syrup in MillerCoors products. Recently, MillerCoors filed [...]

    MillerCoors versus InBev (Chapter 14)

    March 30, 2019
  • Many major sports events include corporate tie-ins designed to enhance both the event and the sponsor’s product. A recent example may be [...]

    Dunkin’ Donuts and the Boston Marathon (Chapter 13)

    March 22, 2019
  • The retailing industry has experienced dramatic pressures from new competitors, most notably internet-based sales from order-fulfillment [...]

    Small is the New Big (Chapter 10, Chapter 8)

    March 6, 2019
  • Television advertising continues to be a mainstay for insurance advertising. The approaches vary widely, from serious, to humorous, to [...]

    Traditional Television Advertising Approaches (Chapter 7, Chapter 6)

    February 23, 2019
  • Coca-Cola has introduced a new flavor: Orange Vanilla. The roll-out follows successful launches of Cherry Coke and Vanilla Coke plus diet [...]

    New Coke Flavor (Chapter 6)

    February 10, 2019
  • An argument can be made that the newest trend in marketing undergarments is a focus on comfort over stylish sexiness. Resources: Duluth Trading [...]

    Undergarments and Advertising Theory (Chapter 5)

    January 30, 2019
  • Many of today’s consumers look for companies promoting positive values.  The Gillette “We Believe” attacks “toxic [...]

    Gillette Social Awareness Post (Chapter 9)

    January 16, 2019

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