"From Ads to Icons" explores the current and future direction of advertising. The book is divided into two parts. Part one comprises 50 international case studies of new and iconic advertising campaigns with profiles, analysis, a summary of essential points that can be learnt from each and suggestions for further reading. Cases include Sibirsky Bereg, YouTube, Singapore Cancer Society and Amex. Part two provides a review and analysis of the changing media landscape. Throughout, the book traces the development of established advertising techniques and traditional media, to experimentation with digital media to respond to the need to create new channels through which to reach customers.
Table of Contents
Part 1 Cases 1 Rethinking mass media 2 Widening formats 3 Events-driven 4 Shaping product experiences 5 Digital persuasion 6 Online spaces Part 2 Context 7 The new media landscape 8 The new job landscape 9 Closer 10 Where advertising stops and marketing begins
Dr Paul Springer specializes in contemporary mass communication. His clients have included Microsoft, Museum of Design, Malmo, Beijing Normal University and Virginia Commonwealth University. He is head of research and co-directs the international Advertising Masters course at Buckinghamshire University, UK.