| Chapter 2: | Marketplace Advocacy in Action |
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Chapter 2
Marketplace Advocacy in Action
The following section offers brief summaries of several marketplace advocacy campaigns targeting regional, national, and/or international audiences. These campaigns are introduced to familiarize the reader with popular examples of marketplace advocacy campaigns. By providing a microcosm of marketplace advocacy in the United States, they will hopefully serve as a background against which one can evaluate the ideas that are presented in the remainder of this book.
It is important to note that these summaries should not be considered in-depth case studies as campaign objectives, target audiences, and other aspects of the strategic planning process are presented based on publicly available information rather than personal interviews with campaign planners. The information that is presented in the following summaries was found on corporate and campaign Web sites, on advertising and research agency Web sites, and through discussions in various media, as noted.