Ads to Icons PDF
By:Paul Springer
Published on 2009-08-03 by Kogan Page Publishers
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.
This Book was ranked at 2 by Google Books for keyword Advertising.
Book ID of Ads to Icons's Books is 7Hr-zvfef4IC, Book which was written byPaul Springerhave ETAG "dVW1zUglHbs"
Book which was published by Kogan Page Publishers since 2009-08-03 have ISBNs, ISBN 13 Code is 9780749458348 and ISBN 10 Code is 0749458348
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Book which have "368 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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