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EBOOK
Author Springer, Paul (Mass media specialist)
Title Ads to icons : how advertising succeeds in a multimedia age / Paul Springer.
Imprint London ; Philadelphia : Kogan Page, 2009.
Edition 2nd ed.

Author Springer, Paul (Mass media specialist)
Subject Advertising -- Case studies.
Advertising campaigns -- Case studies.
Description 1 online resource (xviii, 343 pages) : illustrations
Edition 2nd ed.
Bibliography Note Includes bibliographical references and index.
Contents Copyright; Table of contents; Acknowledgements; What Ads to Icons is about; How to use this book; Introduction; PART 1 Cases; 1. Rethinking mass media; 2. Widening formats; 3. Events-driven; 4. Shaping product experiences; 5. Digital persuasion; 6. Online space; PART 2 Context; 7. The new media landscape; 8. The new job landscape; 9. Closer; 10. Where advertising stops ... and marketing begins; Glossary of terms; Bibliography; Index.
Summary 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.
Note Print version record.
Access Use copy Restrictions unspecified star
Reproduction Electronic reproduction. [Place of publication not identified] : HathiTrust Digital Library, 2010.
System Details Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212
Note digitized 2010 HathiTrust Digital Library committed to preserve pda
English.
ISBN 9780749458348 (electronic bk.)
0749458348 (electronic bk.)
9780749456474
0749456477
9786612311284
6612311282
9781282311282 (electronic bk.)
128231128X
OCLC # 496121580
Additional Format Print version: Springer, Paul. Ads to icons. 2nd ed. London ; Philadelphia : Kogan Page, 2009 9780749456474 (DLC) 2009012338 (OCoLC)317068220



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