Chrysler's Success Story: Advertising as Anecdotes

Chrysler's Success Story: Advertising as Anecdotes

Part of Lee Iacocca's success at the Chrysler Corp rested on his skill in advertising the product and in his use of the familiar anecdote in advertising campaigns. The four representative anecdotes used by Chrysler from 1979 to 1982 and their success are discussed.

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Bibliographische Detailangaben
Veröffentlicht in:Journal of popular culture 1991-12, Vol.25 (3), p.125-134
Hauptverfasser: Benson, James A., Thorpe, Judith M.
Format: Artikel
Sprache:eng
Schlagworte:
Advertisements
Advertising
Automobiles
Corporate profiles
Iacocca, Lee A
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Beschreibung
Zusammenfassung:Part of Lee Iacocca's success at the Chrysler Corp rested on his skill in advertising the product and in his use of the familiar anecdote in advertising campaigns. The four representative anecdotes used by Chrysler from 1979 to 1982 and their success are discussed.
ISSN:0022-3840
1540-5931
DOI:10.1111/j.0022-3840.1991.1258844.x