Ads to Icons: How Advertising Succeeds in a Multimedia Age [NOOK Book]

Overview

Ads to Icons introduces new approaches to advertising that go beyond traditional TV/press/billboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of "pull" advertising -- digital, live events and social networks formed as a response to an advertising brief. Paul Springer shows how advertising can still rise above the noise and clutter of mass communication to make ...
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Ads to Icons: How Advertising Succeeds in a Multimedia Age

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Overview

Ads to Icons introduces new approaches to advertising that go beyond traditional TV/press/billboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of "pull" advertising -- digital, live events and social networks formed as a response to an advertising brief. Paul Springer shows how advertising can still rise above the noise and clutter of mass communication to make people take notice. Quoting fifty benchmark cases from five continents, he considers a variety of new advertising methods, including in-game and interactive digital advertising, "flash" stores, and other unified on/offline campaigns. He explains why those campaigns were successful and analyzes their contribution to the field. Examples include campaigns by Nike, Mastercard, Cadbury, Ford, IKEA, and Sony Ericsson.
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Editorial Reviews

From the Publisher
"[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: 9780749452117
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/28/2007
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 379
  • File size: 10 MB

Meet the Author

Dr. Paul Springer specializes in emerging mass communications, advertising and branding, and he is the Head of Research and Postgraduate Development for the Faculty of Design Media & Management at Buckinghamshire New University. He has written for Admap, Brand Strategy and China Advertising and is the author of Ads to Icons, (published by Kogan Page).

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Table of Contents

What Ads to Icons is about

How to use this book

Introduction

Part 1 Cases

1    Rethinking mass media

2    Widening formats

3    Events-driven

4    Shaping product experiences

5    Digital persuasion

6    Online spaces

Part 2 Context

7    The new media landscape

8    The new job landscape

9    Closer

10  Where advertising stops… and marketing begins

Glossary of terms

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