Ads to icons : how advertising succeeds in a multimedia age / Paul Springer.

Includes bibliographical references (pages 325-329) and index.

Rethinking mass media -- Widening formats -- Events-driven -- Shaping product experiences -- Digital persuasion -- Online spaces -- The new media landscape -- The new job landscape -- Closer -- Where advertising stops--and marketing begins.

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.