By Paul Springer
The second one version of advertisements to Icons examines present and destiny traits in advertisements. via 50 overseas case reviews of recent and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been profitable and analyzes their contribution to the ongoing improvement of ads.
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Additional info for Ads to Icons: How Advertising Succeeds in a Multimedia Age
The sites uploaded options enabling viewers to click through more ‘extended advertisement’ content, at their own pace. Extended information included details of changes to the interior and exterior of the Mondeo, 34 Ads to icons and allowed the viewer to order a brochure and even book a test drive – far more than could be achieved through a 30-second commercial. Once on the microsite, O&M could monitor usage by tracking the rate of clickthroughs from the interactive menu. The site provided fresh customer data through catalogue requests, for which prospects would have to provide contact details.
This is most common in the market for fast-moving consumer goods (FMCGs, see glossary). As consumers seek to avoid advertising, integration of creative messages into content will continue to develop until we embrace the game of ‘engage the consumer’ with gusto. (Marc Mendoza, MPG) In recent years, marketers and advertising agencies have become fascinated by the potential for shaping advertising around the moods and behavioural patterns of likely customers. However, while better information is now available on customers, knowing what customers do or prefer is not the same as affecting their (evershifting) buying habits.
These include ‘hard copy’ formats – making the billboard format eye-catching (Lego) and using the ‘small ad’ format differently (Mattel) – and television formats – commercial breaks (Sibirsky Bereg), programme sponsorship (Cadbury’s) and interactive television (Ford). Imagining new formats The second section reviews more recent advertising methods online. This includes the use of search listing (Google), niche timeslots (Microsoft), social networks (MySpace), video sharing (YouTube) and user-generated entertainment (Revver).
Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer