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Description
Offering advice from everything you need to know, from how to write copy and choose a typeface to how agencies work and the different strategies used for print, TV and online campaigns, the book includes exercises to help you judge your work and that of others. Also featured are Barry's concept drawings of over 400 of the greatest ads of all time that show how brilliant ideas last forever.--Book cover.
Author
Description
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....
Description
In an age of corporate bailouts, the story of Columbia Sportswear's dramatic comeback offers a valuable case study in successful bootstrapping. After the death of her husband, Gert Boyle faced the monumental task of taking over the struggling business at the age of 46, with little guidance or experience. This program profiles Boyle nearly forty years later, still leading the company-which is now an industry giant worth billions. Boyle describes what...
Description
This program concentrates on the final two of the Four P's: place, also known as distribution, and promotion. Part one covers distribution channels; horizontal and vertical channel conflict; and the use of corporate systems, administered systems, and contractual systems, such as franchises, to alleviate channel conflict. In part two, a pair of clones and other experts explain the objectives of promotion-to provide information, increase demand, stabilize...
Description
Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company's merchandising decisions? This program shows how businesses combine an idea with a logo to create the "product personality" called a brand. Specific components of successful brands, the messages they convey, and the challenges that even a well-known...
Description
This program brings together 2000's winners of the gold, silver, and bronze Clio Awards. Entries include Levi's "Drugstore," Nike's "The Morning After" and "Beautiful," Bud Light's "Rough Choice," Fatboy Slim's "Praise You," Amazon.com's "Tons of Toys," Pepsi's "Play Acting," Sega's "Apocalypse," Whiskas' "Commercial for Cats," MTV's "Snitch," Toyota Tundra's "More Spectacular," British Airways' "Johnny Foreigner," Pretty Polly Bras' "Ooooh," McDonald's...
Description
This program showcases the Clio gold and silver winners for the year 2000. Entries include Starbucks' "Good Morning to You, Too," Levi's "Invisible Man," Volkswagen's "Double-Checked," Budweiser's "Whassup True," MTV Networks' "Wrong Shoes" and "Sexy Dance," Guinness' "Surfer" and "Bet on Black," The Chemical Brothers' "Let Forever Be," Lipton Brisk Ice Tea's "Dojo," New Balance's "Stability," Red Bull Energy Drink's "Cannon Baby," and Florida Anti-Tobacco...
Description
This program captures 2001's winners of the gold, silver, and bronze Clio Awards. Entries include Budweiser's "What Are You Doing?" and "Whassup Wasabi," Reebok's "The Blob," Toyota Tacoma's "Family Reunion," Ford Trucks' "Fight Club," Samsonite Luggage's "Bomb Squad," Timex's "Kung Fu," IBM's "Recording Session," Compaq's "Web," Los Angeles Dodgers' "Giant Loser," Game Show Network's "Botulism," Partnership for a Drug Free America's "Music," The...
Description
This program revisits 2005's winners of the gold, silver, and bronze Clio Awards. Entries include Nike's "Evolution," "Shoxploitation," and "Scary House"; Volkswagen's "Time"; Wanadoo's "The Chase"; adidas' "Improvisation"; Labatt-Bud Light's "Cuppa"; Toyota Prius's "Donkey"; Stella's "Pilot"; Ford Ranger Opencab's "King Kong"; Bud Light's "Sky Diver"; and Miller Lite's "Victims.
10) The Clios 2002
Description
This program catalogues 2002's winners of the gold, silver, and bronze Clio Awards. Entries include Pepsi's "Beckham," Visa's "Dining Out," Blockbuster's "Carl and Ray-Kung Fu," Budweiser's "Mr. Pro Wrestling Wardrobe Designer," Nike's "Freestyle," Toyota Corolla's "School," AT & T's "I'm Okay," Neutrogena Skincare's "Glasses," Audi A3's "Babysitter," Sylvania Lighting's "Old Man," Heineken USA's "Birth of a Sign," Sealy Mattress's "Boy," Volkswagen...
Description
This program spotlights television's best ads from the Clio Hall of Fame from the mid-1980s through the late '90s, including memorable moments such as IBM's "Hats," Dr. Pepper's "Hunchback," Sony's "Cranebird," Apple Corporation's "1984," California Raisins' "Lunchbox," Diet Pepsi's "Apartment 10G," Energizer Battery's "Bunny," Penn Tennis Balls' "Bounce Test," California Milk Advisory Board's "Aaron Burr," Budweiser's "Frogs," Volvo's "Twister,"...
12) The Clios 2003
Description
This program rounds up 2003's winners of the gold, silver, and bronze Clio Awards. Entries include FedEx's "Desert Island," Microsoft Xbox's "Eartennis," BMW of North America's "Ticker" and "Beat the Devil," Anheuser-Busch/Budweiser's "Cards," Sci-Fi Channel's "Tattoo Man," Hacks Candy's "Samurai," Sealect Tuna's "Buffet," Saturn's "Sheet Metal," Nokia Media Master's "Tennis," Glidden Paints' "Margarita," Sears Roebuck's "Prodigal Son," Philips Batteries'...
14) Advertising
Description
Some Americans charge that the advertising industry promotes materialism and compels them to buy things they don't want. However, most are unaware that the TV and radio shows, newspapers, and magazines they enjoy for virtually no cost are paid for almost entirely by the sale of advertising time or space. This program features a historical survey of the methods of advertising in the U.S. Topics include the mass-marketing triumph of Lydia Pinkham's...
Description
At Holden, an Australian subsidiary of General Motors, no expense was spared in the design and development of the Commodore-a big car in need of a big promotional splash. Using the Holden Commodore as a case study, this program moves from the basics-"What is marketing?"--To the intricacies of an innovative launch campaign involving a TV documentary on the Commodore; a magazine-length advertorial on the Commodore in Wheels, Australia's oldest and biggest-selling...
Description
This program highlights the Clio gold and silver winners for the year 2002. Entries include Blockbuster's "Carl and Ray-Kung Fu," NutraSweet's "Fake," Nike's "Freestyle," Sony Wega's "Kite," Guinness's "Dreamer," Telecom Argentina's "Yawn," Moonlight Cinema's "Mozzie," the French Electricity Board's "The Valley," BMW of North America's "Ambush," Fox Sports' "Leaf Blower" and "Nail Gun," Doctors Without Borders' "Frontieres," and Womankind Worldwide's...
Description
This program presents the Clio gold and silver winners for the year 2001. Entries include Budweiser's "What Are You Doing?"; Nike's "Train To Win" and "Beatboxer"; ESPN's "Swimming Pool," "Pottery Class," and "Pinata"; Orange mobile phone network's "Hold Up"; John West's "Bear"; Peugeot 406's "Upside Down"; Eatons' "Big Finish"; Companion Animal Placement's "Park"; Revista E'Poca's "The Week"; and Fox Sports' "Baby," "Nature Channel," "Milk," "India,"...
Description
This program honors the best of the Clio gold and silver winners for the year 2003. Entries include IKEA's "Lamp," Nike Shox NZ's "Streaker," Coca-Cola's "Supersub," Wrangler's "Cafe," BMW of North America's "Hostage," Verizon Wireless' "Ferret," Whiskas' "Bungee," Peugeot 206's "The Sculptor," Hewlett-Packard's "Digital Crime Fighting," Masterpack's "Watch," Labatt Breweries/Bud Light's "Ulterior Emotions," Renault's "Road," Prensa Libre's "Stadium,"...
Description
This program features top television ads from the Clio Hall of Fame ranging from the late 1950s through the early '80s, including classic commercials such as Carling Black Label's "Hey Mabel," Timex's "Watch on Propeller," Volkswagen's "Snowplow," Cracker Jack's "Card Game," Salada Tea's "Motorcycles," American Tourister's "Gorilla," Alka-Seltzer's "Spicy Meatball," Coca-Cola's "Buy the World a Coke," Life Cereal's "Mikey," Johnson & Johnson Band-Aid's...
20) Why we buy
Description
This program places consumers under a microscope to quantify the psychological spectrum of buying, from everyday habits that typically steer Americans through their supermarkets and malls to a clinical disorder in which the high of making a purchase becomes the goal of shopping. James Twitchell, author of ADCULT USA; psychologist David Lewis, author of The Soul of the New Consumer; Brian Wansink, director of the University of Illinois' Food and Brand...
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