Ads to Icons

How Advertising Succeeds in a Multimedia Age
2. Auflage 2009
ISBN: 978-0-7494-5647-4
Verlag: Kogan Page

Buch, Englisch, 368 Seiten, Format (B × H): 170 mm x 244 mm, Gewicht: 635 g

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.

Autoren/Hrsg.

Springer, Paul

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Springer, Paul
Paul Springer is Head of Research for Design, Media & Management and a communications Prof at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page).

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.