Ads to Icons: How Advertising Succeeds in a Multimedia Age

Contents......Page 7
Acknowledgements......Page 11
What Ads to Icons is about......Page 13
How to use this book......Page 17
Introduction......Page 19
PART 1: Cases......Page 41
1 Rethinking mass media......Page 43
Sibirsky Bereg Beerka ‘Buffer’ Commercials......Page 45
Ford Mondeo interactive commercial......Page 50
Mattel 100% Hot Wheels Classified Small Ads......Page 56
Cadbury’s Coronation Street Idents......Page 60
Lego Posterscapes......Page 65
RETHINKING MASS MEDIA 2: IMAGINING NEW FORMATS......Page 69
Social network......Page 71
Video platform......Page 73
Video distribution......Page 75
Ad links......Page 77
Tracking effectiveness......Page 79
Viral distributors......Page 80
RETHINKING MASS MEDIA 3: THRESHOLDS AND GUIDELINES......Page 82
Better Business Bureau......Page 83
JARO (Japan Advertising Review Organization Inc)......Page 84
Ofcom (the independent regulator and competition authority for the United Kingdom communications industries)......Page 85
China Advertising Association......Page 87
European Advertising Standards Alliance (EASA)......Page 88
Summary......Page 89
2 Widening formats......Page 91
Médicos sin Fronteras multifaceted posters......Page 93
Land Rover Adventures Scheme......Page 98
Cadbury SMS TXT ‘N’ WIN......Page 103
Carling Live Underground Music......Page 108
Lips Enterprise Zippo cab roof mounts......Page 113
Nike 90 Swift football vending machines......Page 117
First National Bank Cooling Towers Mural......Page 122
Levi’s Sta-Prest Flat Eric......Page 126
3 Events-driven......Page 131
Orange Playlist......Page 133
IKEA Everyday Fabulous street exhibits......Page 138
Marlboro Motel......Page 143
COMME des GARÇONS Guerrilla Stores......Page 147
Lance Foundation/Nike LIVESTRONG......Page 152
Britart.com re-appropriations......Page 156
Singapore Cancer Society Ashtray......Page 160
adidas vertical football......Page 164
4 Shaping product experiences......Page 169
Nike Run London......Page 171
Polska Telefonia Cyfrowa Heyah launch......Page 177
For Him Magazine street projections......Page 182
Siemens cab drivers......Page 187
Skoda business-to-customer mailer......Page 191
Sony Ericsson 5 seconds of fame......Page 195
O2 customer retention scheme......Page 200
Crystal Romance communications mix......Page 205
5 Digital persuasion......Page 211
DTM TVC in-game advertising......Page 213
Wrangler Jeep Rubicon Trial of Life......Page 217
Burger King Subservient Chicken......Page 222
Verizon The Beatbox Mixer......Page 227
Mastercard Priceless......Page 231
Sega ESPN NFL Football 2K4 game launch ‘Beta-7\'......Page 234
Audi Art of the H3ist......Page 240
Marc Ecko Enterprises Still Free......Page 245
6 Online spaces......Page 249
Amex Webisodes......Page 251
Volvo Life on Board......Page 255
Axe Lynx interactive fun......Page 260
Super Bonder live website......Page 265
Hasbro Monopoly Live......Page 270
Singapore Airlines Boarding Pass Privileges......Page 276
Sony Ericsson K750 photographic site......Page 280
Dove Campaign For Real Beauty......Page 286
PART 2: Context......Page 293
A profile of digital advertising platforms......Page 295
Job profiles......Page 301
Getting closer to customers......Page 325
Closing in on customers, in four phases......Page 330
What can go wrong: problems with getting closer......Page 341
Issues to do with getting closer......Page 344
The ideal: why it’s good to get closer......Page 351
10 Where advertising stops… and marketing begins......Page 355
From agencies to consultancies (and other big shifts)......Page 356
An overview of key changes......Page 357
Convergence – all that is selling melts into advertising......Page 362
How advertising has changed since the 1990s......Page 364
How far advertising will extend......Page 365
The scope for advertising to grow......Page 367
Glossary of terms......Page 373
Bibliography......Page 381
Index......Page 387