The second edition of Ads to Icons examines current and future trends in advertising. Through 50 international case studies of new and iconic advertising campaigns, author Paul Springer identifies why these campaigns were successful and analyzes their contribution to the continued development of advertising. New digital formats analyzed include Google’s AdSense and AdWords, which reworked their search facility as a revenue-generating advertising service. This updated new edition includes an online campaign entitled Non Stop Fernando which 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 revitalized by the adoption of revolutionary approaches to their use, making the resulting ads more creative and impactful than before. Other campaigns have extended beyond conventional formats, including a text messaging campaign for Cadbury chocolate and Levi’s campaign involving Flat Eric, a character used to drive viral communication before the television commercials aired. Finally, Springer discusses the impact of current advertising trends on the structure of agencies and job functions, illustrated by profiles of industry professionals. Reviews of the first edition:"[A]n in-depth, well-written theoretical discussion.... This is a marvelous handbook for dealing with the rapidly changing and expanding world of advertising.... Highly recommended." - Choice"[A] catalogue of great ideas upon which professionals and students can build." - Book News"[O]ne of the book's strengths is its international scope with cases from Malaysia, Russia, South America and other places that don't pop up often on the North American ad radar.... Ads to Icons is a book that will find its place on the bookshelves across all agency departments." - Advertising Lab"The first specific guide to modern media advertising which analyzes in depth how the industry has developed these new approaches.... [A] solid reference." - Midwest Book Review"Springer has done a terrific job of capturing the behind-the-campaign thinking of the work that has captivated the ad industry in the last few years." - AdPulp.com
Author(s): Paul Springer
Edition: Second Edition
Publisher: Kogan Page
Year: 2009
Language: English
Pages: 369
Copyright
......Page 5
Table of contents
......Page 8
Acknowledgements......Page 12
What Ads to Icons is about......Page 14
How to use this book......Page 18
Introduction......Page 20
PART 1 Cases......Page 42
1. Rethinking mass media......Page 44
Sibirsky Bereg Beerka ‘buffer’ commercials......Page 46
Ford Mondeo interactive commercial......Page 50
Mattel 100% Hot Wheels classified small ads......Page 54
Cadbury’s Coronation Street idents......Page 58
Lego posterscapes......Page 62
RETHINKING MASS MEDIA 2: IMAGINING NEW FORMATS......Page 65
Social network......Page 67
Video platform......Page 69
Video distribution......Page 71
Ad links......Page 73
Tracking effectiveness......Page 75
Viral distributors......Page 77
RETHINKING MASS MEDIA 3: THRESHOLDS AND GUIDELINES......Page 78
Better Business Bureau......Page 79
JARO (Japan Advertising Review Organization Inc)......Page 80
Ofcom UK......Page 81
China Advertising Association......Page 83
European Advertising Standards Alliance (EASA)......Page 84
Summary......Page 85
2. Widening formats......Page 86
Médicos sin Fronteras multifaceted posters......Page 88
Land Rover Adventures scheme......Page 92
Cadbury SMS TXT ‘n’ WIN......Page 96
Carling Live Underground Music......Page 100
Lips Enterprise Zippo cab roof mounts......Page 104
Nike 90 Swift football vending machines......Page 107
First National Bank cooling towers mural......Page 111
Levi’s Sta-Prest Flat Eric......Page 115
3. Events-driven......Page 120
Orange Playlist......Page 122
IKEA Everyday Fabulous street exhibits......Page 126
Marlboro Motel......Page 130
COMME des GARÇONS Guerrilla Stores......Page 134
Lance Foundation/Nike LIVESTRONG......Page 138
Britart.com re-appropriations......Page 142
Singapore Cancer Society ashtray......Page 145
adidas vertical football......Page 149
4. Shaping product experiences......Page 154
Nike Run London......Page 156
Polska Telefonia Cyfrowa Heyah launch......Page 161
For Him Magazine street projections......Page 165
Siemens cab drivers......Page 169
Skoda business-to-customer mailer......Page 173
Sony Ericsson 5 seconds of fame......Page 176
O2 customer retention scheme......Page 180
Crystal Romance communications mix......Page 184
5. Digital persuasion......Page 188
DTM TVC in-game advertising......Page 190
Jeep Wrangler Rubicon Trial of Life......Page 194
Burger King Subservient Chicken......Page 198
Verizon The Beatbox Mixer......Page 202
Mastercard Priceless......Page 206
Sega ESPN NFL Football 2K4 game launch ‘Beta-7’......Page 209
Audi Art of the H3ist......Page 214
Marc Ecko Enterprises Still Free......Page 218
6. Online space......Page 222
Emirates Non Stop Fernando......Page 224
Volvo Life on Board......Page 228
Axe Lynx interactive fun......Page 232
Super Bonder live website......Page 236
Hasbro Monopoly Live......Page 239
Apple/Nike’s Nike+......Page 243
Sony Ericsson K750 photographic site......Page 247
Dove Campaign For Real Beauty......Page 251
PART 2 Context......Page 256
A profile of digital advertising platforms......Page 258
Job profiles......Page 264
Getting closer to customers......Page 288
Closing in on customers, in five phases......Page 292
What can go wrong: problems with getting closer......Page 305
Issues to do with getting closer......Page 309
The ideal: why it’s good to get closer......Page 315
Summary......Page 317
10. Where advertising stops… and marketing begins......Page 318
From agencies to consultancies (and other big shifts)......Page 319
An overview of key changes......Page 320
Convergence – all that is selling melts into advertising......Page 325
How advertising has changed since the 1990s......Page 327
The scope for advertising to grow......Page 330
Summary......Page 335
Glossary of terms......Page 336
Bibliography......Page 344
Index......Page 350
