Bibliograph

Ads to icons, how advertising succeeds in a multimedia age, Paul Springer

Type

Label

Ads to icons, how advertising succeeds in a multimedia age, Paul Springer

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Ads to icons

Nature of contents

dictionariesbibliography

Oclc number

496121580

Responsibility statement

Paul Springer

Sub title

how advertising succeeds in a multimedia age

Summary

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

Table Of Contents

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

Classification