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Ads to Icons is the first guide to modern media advertising. It brings together 50 advertising projects from around the world that have released advertising from its conventional boundaries and reveals how they made ads that have transformed into cultural icons. The content touches on many new approaches such as event sponsorship, product experiences and social networking, and the campaigns featured include: • Nike Run London, • Amex Webisodes, • Burger King Subservient Chicken, • Lance Armstrong Foundation/ Nike, • LIVESTRONG, • LEGO posterscapes, • Marc Ecko Enterprises Still Free viral, • Verizon Beatbox Mixer advergame, • DTM DVC in-game advertising, • Orange Playlist, •IKEA’s Everyday Fabulous Street exhibits, COMME des GARCONS Guerrilla Stores, •Polska Telefonia Cyfrowa Heyah Launch, • Dove Campaign for Real Beauty, • Carling Live London underground buskers, • Sony Ericsson 5 Seconds of fame, • Audi Art of the H3ist.
With outlines of how the campaigns were constructed, section summaries & essential tips,
Ads to Icons spells out the secrets of success in advertising today & exactly what is required to turn your ad into a cultural icon.
Contents: Part 1: Cases;• Rethinking mass media, •Widening formats,• Events-driven,• Shaping product experience, • Digital persuasion, • Online spaces, Part 2: Context; •The new media landscape, •The new job landscape, • Closer; • Where advertising stops... and marketing begins; Glossary of Terms, Bibliography, Index
ISBN - 074945167X
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Pages : 400
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