Ads to Icons

Ads to Icons

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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.The market for Mattel 100% Hot Wheels model cars is small but their customer base tends to be loyal. Mattel aimed to ... The readership of Auto Trader was ideal in that they could be assumed to take classic cars seriously. It could also be ... The design of the small ads was true to the format commonly used in the magazine.

Title:Ads to Icons
Author:Paul Springer
Publisher:Kogan Page Publishers - 2009-08-03


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