Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer PDF

By Paul Springer

ISBN-10: 0749449365

ISBN-13: 9780749449360

The second one variation of advertisements to Icons examines present and destiny traits in advertisements. via 50 foreign case stories of latest and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been winning and analyzes their contribution to the continuing improvement of advertisements.

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The campaign’s hook line Beerka. Delivering to beer! reflected the product’s positioning and reinforced it. Men were targeted as the main consumers of beer and beer snacks in a bar environment, so the campaign aimed to convey that drinking beer was a better experience with beer snacks – after a sip of beer you want to have a snack, and after having a snack you want another sip of beer… Rethinking mass media 29 Profile: campaign strategy Snack food producers Sibirsky Bereg were keen to establish their snacks for a male adult audience, whereas most snacks were aimed at younger audiences.

The Ford Mondeo iTV defined what a best-in-class interactive car-buying experience should be: it allowed users to know more about the car, see its features and benefits in detail and order a brochure, all from the comfort of their armchair. It even enabled users to book a test-drive, linking the online experience with the one in real life. (The commercial’s Creative Director, Lino Ribolla, now Senior at OgilvyInteractive, New York) • The Mondeo campaign was among the first to flex the potential of some 10 • • million UK homes with cable or satellite connections.

Imagining new formats The second section reviews more recent advertising methods online. This includes the use of search listing (Google), niche timeslots (Microsoft), social networks (MySpace), video sharing (YouTube) and user-generated entertainment (Revver). Regulatory environments The third section considers the regulatory environment for advertising by reviewing a cross-section of industry and government regulatory bodies from the United States, Japan, the UK, China and a cross-European regulatory body.

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Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer


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