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- Title
Fortress Press Drives Textbook Reviews with Cross-Media Campaign.
- Abstract
The article presents a case study on the cross-media campaign of Fortress Press. It states that the cross-media campaign aims to generate interest for review copies of textbooks, collect prospect electronic mail addresses, and tract responses for continuous marketing improvement. It mentions that the company used personalized uniform resource locators (URL) for a more accurate track results. Moreover, it says that the target audience of the campaign was seminaries and professors in the U.S.
- Subjects
UNITED States; FORTRESS Press (Company); MARKETING strategy; ADVERTISING campaigns; MARKETING research; COLLEGE teachers; UNIFORM Resource Locators
- Publication
Seybold Report: Analyzing Publishing Technologies, 2011, Vol 11, Issue 1, p6
- ISSN
1533-9211
- Publication type
Case Study