Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
[con]Contents Acknowledgements 000 What Ads to Icons is about 000 How to use this book 000 Introduction 000 Part 1 Cases 000 1 Rethinking mass media 000 Rethinking mass media i: rethinking old formats 000 Rethinking old formats: Sibirsky Bereg Beerka ¿Buffer¿ Commercials 000 Rethinking old formats: Ford Mondeo Interactive Commercial 000 Rethinking old formats: Mattel 100% Hot Wheels Classified Small Ads 000 Rethinking old formats: Cadbury¿s Coronation Street Idents 000 Rethinking old formats: Lego Posterscapes 000 Rethinking mass media ii: imagining new formats 000 Imagining new formats: social network 000 Imagining new formats: video platform 000 Imagining new formats: video distribution 000 Imagining new formats: ad links 000 Imagining new formats: tracking effectiveness 000 Viral distributors 000 Rethinking mass media iii: thresholds and guidelines Better Business Bureau 000 JARO (Japan Advertising Review Organization Inc) 000 Ofcom, UK 000 China Advertising Association 000 European Advertising Standards Alliance 000 Summary 000 2 Widening formats 000 Widening formats: Medicos sin Fronteras multifaceted posters 000 Widening formats: Land Rover Adventures Scheme 000 Widening formats: CADBURY SMS TXT ¿N¿ WIN 000 Widening formats: Carling Live Underground Music 000 Widening formats: Lips Enterprise Zippo Cab Roof Mounts 000 Widening formats: Nike 90 Swift Football Vending Machines 000 Widening formats: First National Bank Cooling Towers Mural 000 Widening formats: Levi¿s Sta-Prest Flat Eric 000 3 Events-driven 000 Events-driven -- branded environments: Orange Playlist 000 Events-driven -- branded environments: IKEA Everyday Fabulous Street 000 Exhibits Events-driven -- branded environments: Marlboro Motel 000 Events-driven -- branded environments: COMME des GARÇONS Guerrilla Stores COMME des GARÇONS guerrilla store 000 Events-driven -- re-branded activities: Lance Foundation/Nike LIVESTRONG 000 Events-driven -- re-branded activities: Britart.com re-appropriations Britart.com street captioning 000 Events-driven -- re-branded activities: Singapore Cancer Society Ashtray Singapore Cancer Society ashtray 000 Events-driven -- re-branded activities: adidas vertical football 000 4 Shaping product experiences 000 Shaping product experiences: Nike Run London 000 Shaping product experiences: Polska Telefonia Cyfrowa Heyah launch 000 Shaping product experiences: For Him Magazine street projections 000 Shaping product experiences: Siemens Cab drivers 000 Shaping product experiences: Skoda business-to-customer mailer 000 Shaping product experiences: Sony Ericsson 5 seconds of fame 000 Shaping product experiences: O2 customer retention scheme 000 Shaping product experiences: Crystal Romance communications mix 000 5 Digital persuasion 000 Digital persuasion -- advergaming: DTM TVC in-game advertising 000 Digital persuasion -- advergaming: Wrangler Jeep Rubicon Trial of Life 000 Digital persuasion -- advertainment: Burger King Subservient Chicken 000 Digital persuasion -- advertainment: Verizon The Beatbox Mixer 000 Digital persuasion -- viral ads: Mastercard Priceless 000 Digital persuasion -- viral ads: Sega ESPN NFL Football 2K4 game launch ¿Beta-7¿ 000 Digital persuasion -- viral ads: Audi Art of the H3ist 000 Digital persuasion -- viral ads: Marc Ecko Enterprises Still Free 000 6 Online spaces 000 Online spaces -- websites as ads: Amex Webisodes 000 Online spaces -- websites as ads: Volvo Life on Board 000 Online spaces -- websites as ads: Axe Lynx interactive fun 000 Online spaces -- websites as ads: Super Bonder live website 000 Online spaces -- websites as ads: Hasbro Monopoly Live! 000 Online spaces -- websites as ads: Singapore Airlines Boarding Pass Privileges 000 Online spaces -- websites as social networks: Sony Ericsson K750 photographic site 000 Online spaces -- websites as social networks: Dove Campaign For Real Beauty 000 Part 2 Context 000 7 The new media landscape 000 A profile of digital advertising platforms 000 8 The new job landscape 000 Job profiles 000 9 Closer Getting closer to customers 000 Closing in on customers, in four phases 000 What can go wrong: problems with getting closer 000 Issues to do with getting closer 000 The ideal: why it¿s good to get closer 000 Summary 000 10 Where advertising stops and marketing begins 000 From agencies to consultancies (and other big shifts) 000 An overview of key changes 000 Convergence -- all that is selling melts into advertising 000 How advertising has changed since the 1990s 000 How far advertising will extend 000 The scope for advertising to grow 000 Summary 000 Glossary 000 Bibliography 000 Index 000
Library of Congress Subject Headings for this publication:
Advertising -- Case studies.
Advertising campaigns -- Case studies.