Creating a women and heart disease brand: The heart truth campaign's red dress

Social Marketing Quarterly

Volumn 14, Issue 3, 2008, Pages 40-57

  Wayman, Jennifer ^a   Long, Terry ^b   Ruoff, Beth Ann ^c   Temple, Sarah ^a   Taubenheim, Ann M ^b  

^a Ogilvy Public Relations Worldwide   (United States)

^b NATIONAL HEART LUNG AND BLOOD INSTITUTE   (United States)

^c Ogilvy's Strategy and Planning group ^*  (United States)

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EID: 76349084802     PISSN: 15245004     EISSN: 15394093     Source Type: Journal    
DOI: 10.1080/15245000802279409     Document Type: Article

References (3)

1. ENGLEBERT, M., and S. D. KIRBY. 2001. Identity building in social marketing. Social Marketing Quarterly 7: 8-15.
2. KELLER, K. L. 1998. Branding perspectives on social marketing. Advances in Consumer Research 25: 299-302.
3. LONG, K. H. 2006. Public relations and branding in health communication programs: A case study of a successful campaign. University of Maryland: Master's Thesis.