Ads to Icons: How Advertising Succeeds in a Multimedia Age (Paperback)
  • Ads to Icons: How Advertising Succeeds in a Multimedia Age (Paperback)
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Ads to Icons: How Advertising Succeeds in a Multimedia Age (Paperback)

(author)
£19.99
Paperback 368 Pages / Published: 03/08/2009
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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.

Publisher: Kogan Page Ltd
ISBN: 9780749456474
Number of pages: 368
Weight: 763 g
Dimensions: 244 x 170 x 25 mm
Edition: 2nd Revised edition


MEDIA REVIEWS

"[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"

"[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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