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Ads To Icons "How Advertising Succeeds In a Multimedia Age"

How Advertising Succeeds In a Multimedia Age

Ads To Icons "How Advertising Succeeds In a Multimedia Age". How Advertising Succeeds In a Multimedia Age

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  • ISBN:9780749456474
  • Editorial: Kogan Page
  • Fecha de la edición:
  • Número de la edición: 2
  • Encuadernación:Rústica
  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:400
  • Idiomas:Ingles,Inglés

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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 Googles 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 Nikes third party association with Apple iPod through Nike+ and brought together Apples digital know-how and music expertise with Nikes 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 Levis creation of a brand character, Flat Eric, to drive viral communication before the television commercials aired.

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