| Document Type
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BL
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| Record Number
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1045162
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| Doc. No
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b799532
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| Main Entry
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Springer, Paul, (Mass media specialist)
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| Title & Author
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Ads to icons : : how advertising succeeds in a multimedia age /\ Paul Springer.
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| Edition Statement
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2nd ed.
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| Publication Statement
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London ;Philadelphia :: Kogan Page,, 2009.
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| Page. NO
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1 online resource (xviii, 343 pages) :: illustrations
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| ISBN
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0749458348
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: 128231128X
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: 6612311282
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: 9780749458348
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: 9781282311282
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: 9786612311284
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0749456477
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9780749456474
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Copyright; Table of contents; Acknowledgements; What Ads to Icons is about; How to use this book; Introduction; PART 1 Cases; 1. Rethinking mass media; 2. Widening formats; 3. Events-driven; 4. Shaping product experiences; 5. Digital persuasion; 6. Online space; PART 2 Context; 7. The new media landscape; 8. The new job landscape; 9. Closer; 10. Where advertising stops ... and marketing begins; Glossary of terms; Bibliography; Index.
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| Abstract
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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.
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| Subject
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Advertising campaigns, Case studies.
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| Subject
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Advertising, Case studies.
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| Subject
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Advertising campaigns.
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| Subject
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Advertising.
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| Subject
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Dewey Classification
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659.1/13
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| LC Classification
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HF5823.S76 2009eb
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