Ads to Icons: How Advertising Succeeds in a Multimedia Age

By Paul Springer

Book Overview

Ads to Icons introduces new approaches to advertising that go beyond traditional TV/press/billboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of ""pull"" advertising -- digital, live events and social networks formed as a response to an advertising brief. Paul Springer shows how advertising can still rise above the noise and clutter of mass communication to make people take notice. Quoting fifty benchmark cases from five continents, he considers a variety of new advertising methods, including in-game and interactive digital advertising, ""flash"" stores, and other unified on/offline campaigns. He explains why those campaigns were successful and analyzes their contribution to the field. Examples include campaigns by Nike, Mastercard, Cadbury, Ford, IKEA, and Sony Ericsson.

• Format: Hardcover
• Language: English
• ISBN: 0749449365
• ISBN13: 9780749449360
• Release Date: July 2007
• Publisher: Kogan Page
• Length: 379 Pages
• Weight: 2.13 lbs.
• Dimensions: 9.7" x 1.3" x 6.9"

Customer Reviews

Perfect for updating what is happening at the current marketing communication industry

Practical benchmarks, Keen insight, & logical categorization. If you want to know more about the communication paradigm after hype of the concept, brand, this is a perfect and wonderful book

50 advertising projects from around the world are considered in case studies

There's a growing belief among ad industry pros that the possibilities of conventional advertising media approaches has been exhausted and new media challenges point the way to a different advertising approach, yet Ads to Icons: How Advertising Succeeds in a Multimedia Age is the first specific guide to modern media advertising which analyzes in depth how the industry has developed these new approaches. 50 advertising projects from around the world are considered in case studies showing different uses of advertising in the post-digital world, making for a solid reference for any college-level business library where advertising and marketing are top subjects.