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Home > Business and Economics > Business and Management > Sales and marketing > Advertising > Ads to Icons: How Advertising Succeeds in a Multimedia Age
Ads to Icons: How Advertising Succeeds in a Multimedia Age

Ads to Icons: How Advertising Succeeds in a Multimedia Age


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About the Book

The second edition of Ads to Icons examines current and future trends in advertising. Through 50 updated international case studies of new and iconic advertising campaigns, author Paul Springer identifies why they were successful and analyses their contribution to the continued development of advertising. New digital formats analysed include Google's AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. The growing potential of the Internet as an advertising vehicle is illustrated. This updated new edition includes an online campaign entitled Non Stop Fernando, a campaign that exploits the potential of online film. It also features the new Nike+ case study, which details Nike's third party association with Apple iPod through Nike+ and brought together Apple's digital know-how and music expertise with Nike's industry sector experience. The author shows how traditional media have been revitalised by the adoption of revolutionary approaches to their use, making the resulting adverts more creative and impactful than before. Other campaigns have extended beyond conventional formats, including the first personal SMS text messaging campaign for Cadbury chocolate and Levi's creation of a brand character, Flat Eric, to drive viral communication before the television commercials aired. Finally, the impact on the structure of agencies and job functions is discussed, illustrated by profiles of industry professionals.

Table of Contents:
Chapter - 00: Introduction; Section - ONE: Cases; Chapter - 01: Rethinking mass media; Chapter - 02: Widening formats; Chapter - 03: Events-driven; Chapter - 04: Shaping product experiences; Chapter - 05: Digital persuasion; Chapter - 06: Online space; Section - TWO: Context; Chapter - 07: The new media landscape; Chapter - 08: The new job landscape; Chapter - 09: Closer; Chapter - 10: Where advertising stops… and marketing begins

About the Author :
Dr Paul Springer specializes in emerging mass communications. He has worked with Microsoft, Havas Media, The China Advertising Association and Virginia Commonwealth University. He is also head of research and enterprise at Buckinghamshire New University, UK.

Review :
"[A]n in-depth, well-written theoretical discussion....This is a marvelous handbook for dealing with the rapidly changing and expanding world of advertising.... Highly recommended." --CHOICE "Springer has done a terrific job of capturing the behind-the-campaign thinking of the work that has captivated the ad industry in the last few years." --AdPulp.com "[A] catalogue of great ideas upon which professionals and students can build." --Book News


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Product Details
  • ISBN-13: 9780749456474
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Edition: Revised edition
  • Language: English
  • Spine Width: 25 mm
  • Weight: 763 gr
  • ISBN-10: 0749456477
  • Publisher Date: 03 Aug 2009
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 368
  • Sub Title: How Advertising Succeeds in a Multimedia Age
  • Width: 170 mm


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