Author(s): Paul Springer

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.

Download File Size:5.6 MB

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