Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer

By Paul Springer

The second one variation of advertisements to Icons examines present and destiny developments in advertisements. via 50 foreign case reviews of latest and iconic advertisements campaigns, writer Paul Springer identifies why those campaigns have been profitable and analyzes their contribution to the continuing improvement of advertisements.

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One way of looking at things. com (online marketing/PR) Many in advertising point to a British example, FCUK, which ran between 2000 and 2005 for French Connection, as an example of an advertising-centred ‘creative idea’ that transformed the presence and market share of a fashion chain. Taking on the ‘bigger picture’ of developing communication strategies means that advertising agencies would like to get involved at product design stage. Yet in practice, production companies that use advertising are keen not to over-commit to one advertising agency.

However, the market was notoriously difficult to break into without an existing presence. Drawing on brands that were already synonymous in existing Russian bars gave Beerka a ready-made platform that inferred an endorsement from brands that beer drinkers would know and trust. So the promotional campaign in bars, where the product was in the right environment, was supported by the main campaign on television. Preliminary negotiations with Russia’s main beverage brands were significant in ensuring that the campaign worked across the range of brands simultaneously.

Essentially what we see now is products, spaces and events more often becoming extensions of advertising campaigns. Some of the prime examples of this feature in chapters 3 and 4, where purpose-built environments, participatory activities and even fashion accessories have been constructed to raise awareness of a particular product, brand or cause. Such types of promotion could conceivably be generated by advertising, marketing or public relations firms: the decision tends to be based on where a project sits within the bigger promotional scheme.

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