Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Paul Springer 作者

Kogan Page Ltd

译者

2007-05-03 出版日期

379 页页数

$47.50 价格

Hardcover

丛书系列

9780749449360 图书编码

Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书图书标签: 英文 Advertising

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Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书著者简介

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Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

Ads to Icons How Advertising Succeeds in a Multimedia Age 在线电子书图书描述

Ads to Icons introduces new approaches to advertising that go beyond traditional TV/press/billboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of "pull" advertising -- digital, live events and social networks formed as a response to an advertising brief. Paul Springer shows how advertising can still rise above the noise and clutter of mass communication to make people take notice. Quoting fifty benchmark cases from five continents, he considers a variety of new advertising methods, including in-game and interactive digital advertising, "flash" stores, and other unified on/offline campaigns. He explains why those campaigns were successful and analyzes their contribution to the field. Examples include campaigns by Nike, Mastercard, Cadbury, Ford, IKEA, and Sony Ericsson.

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