Ads to Icons: How Advertising Succeeds in a Multimedia Age

Business & Finance, Marketing & Sales, Advertising & Promotion
Cover of the book Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer, Kogan Page
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Author: Paul Springer ISBN: 9780749452117
Publisher: Kogan Page Publication: July 28, 2007
Imprint: Language: English
Author: Paul Springer
ISBN: 9780749452117
Publisher: Kogan Page
Publication: July 28, 2007
Imprint:
Language: English
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.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
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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