Adland: A Global History of Advertising (2nd Edition) by Mark Tungate PDF

By Mark Tungate

ISBN-10: 0749464321

ISBN-13: 9780749464325

Adland is a ground-breaking exam of contemporary advertisements, from its origins within the nineteenth century to the evolution of the present advertisements panorama. writer and journalist Mark Tungate examines key advancements in ads, from print, radio, and tv ads to the possibilities afforded by means of electronic media -- podcasting, textual content messaging, and interactive campaigns. Adland specializes in key avid gamers within the and contours particular interviews with best names in foreign advertisements, together with Tom Bernadin, CEO of Leo Burnett; Jean-Marie Dru, President and CEO of TBWA world wide; and John Hegarty, Chairman of BartleBogleHegarty. Exploring the roots of the ads in big apple and London, and happening to hide Western Europe and the rising markets of jap Europe, Asia, and Latin the US, Adland deals a entire exam of an international and suggests how it really is prone to improve sooner or later.

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Extra resources for Adland: A Global History of Advertising (2nd Edition)

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It From Propaganda to Soap turned out that many of them were attracted by a factor nobody could have guessed – Postum’s flavour. So Y&R’s new magazine campaign threw that in to the mix too, portraying the drink as a soothing and tasty bedtime beverage. Postum’s sales took off. The brand’s owner, General Foods, promised the agency more work if it could relocate to New York – which it did. Y&R had got itself a reputation as a creative agency, but Rubicam was keen to stress that even its wildest flights of fancy were based on solid research.

Although he liked to hint that he came from an underprivileged background – saying, for instance, that he had no middle name because his parents couldn’t afford one – in fact his family was solid and respectable. In the 1987 Bill Bernbach’s Book, written by his friend and ace DDB copywriter Bob Levenson, he is quoted as describing his father, a designer of women’s clothing, as ‘austere but elegant’. After attending public schools, Bill went to New York University, where he studied an unusual trio of subjects: music, business administration and philosophy.

His kind of advertising was aimed at a wealthy, educated target audience. He hired researchers and psychologists with the aim of creating a ‘university of advertising’, which would ensure that the agency’s sales pitches worked with scientific precision. In JWT’s ads, doctors and scientists testified to the efficacy of products along with the usual movie stars. The hierarchy of the agency was also a break with what had gone before. Resor was literally the kind of boss whose door was always open.

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Adland: A Global History of Advertising (2nd Edition) by Mark Tungate

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