Ads to Icons: How Advertising Succeeds in a Multimedia Age (repost)

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.

Summary: Perfect for updating what is happening at the current marketing communication industry
Rating: 5

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


Summary: 50 advertising projects from around the world are considered in case studies
Rating: 5

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.