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

By Paul Springer

The second one variation of advertisements to Icons examines present and destiny developments in advertisements. via 50 overseas case reports 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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Extra info for Ads to Icons: How Advertising Succeeds in a Multimedia Age

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This is when the distinction between the roles of advertising and marketing started to blur. Ethics of being unconventional By taking advertisements out of their usual broadcast frames and placing them in everyday environments, concerns have been raised that they should not be allowed where they cannot be avoided – on escalator risers, walkways, wrapping buildings In urban and rural areas, the landscape is increasingly wrapped in advertising messages. It is more likely that lack of impact rather than legislation will halt its growth.

Com. 32 Ads to icons Ford Mondeo interactive commercial Product: Ford Mondeo Target market: Agency/city: Planning/production time: Reach: Length of customer engagement: Brief: 29–35 male, young family car market Ogilvy & Mather, London 6 weeks, from concept to production UK, 5 million viewers with satellite television handsets 30 seconds–5 minutes communicate how the 1,500 improvements to the newlook Ford Mondeo are greater than the sum of their parts. Encourage viewers to order a brochure or request a test-drive approximately £50,000 to produce the microsite September–December 2003 interactive television commercial advertising Budget: Lifespan: Benchmark: Ford Mondeo television commercial in 2003; an interactive link was added for viewers who pushed the red button on their digital TV remote-control handsets.

For instance, back in 1999, the Apple Corporation famously opted to use the features of their new iMac as the driver for their promotional material. Ad agencies were charged with using the look of the iMac as a visual hook and selling proposition, so that media campaigns around the world settled on a similar ‘product as star’ tactic. Apple’s promotional success was mostly down to managing their communications strategy from source – an approach previously used with success by Coca-Cola, Gap and Benetton.

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