The Advertising Handbook provides a critical introduction to advertising and marketing practices today. Contributions from leading international scholars and practitioners offer extended coverage of the contemporary shifts and pressures reshaping the marketing communications (or advertising and marketing) industries and their relationship to the consumer. Profiles and case studies illustrate innovation and diversification among advertising, marketing and public relations companies.
Spanning communication theory, neuroscience, creativity and innovation, media history, popular culture, branding, and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communication landscape. Packed with real-world examples of campaigns from companies including Sony, Red Bull and HP, the book also contains practical advertising and branding templates and toolkits.
Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency.
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen, breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future.
Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement with their website and boost profitability.
Graphic Design for Fashion by Wang Shaoqiang presents to the readers the most outstanding and innovative international fashion advertising campaigns, one of the graphic design fields where creativity is at its very best working for a business that invests large budgets in order to achieve the most impressive results able to enchant potential customers.
ATARI is one of the most recognized names in the world. Since its formation in 1972, the company pioneered hundreds of iconic titles including Asteroids, Centipede and Missile Command. In addition to hundreds of games created for arcades, home video systems, and computers, original artwork was specially commissioned to enhance the Atari experience, further enticing children and adults to embrace and enjoy the new era of electronic entertainment. ART OF ATARI is the first official collection of such artwork. Sourced from museums and private collections worldwide, this book spans over 40 years of the company's unique illustrations used in packaging, advertisements, catalogs, and more.
Copy Paste, Joe la Pompe's third book, campaigns for more creativity. Through over six hundred ad campaigns featuring under three hundred original concepts, the volume begs the question: coincidence, phenomenon, or shameless plagiarism? Copy Paste provides the images and allows the reader to make the judgment call. A visual lesson in originality: selected campaigns possess unique hashtags that allow readers to interact with Joe la Pompe's extensive research, cast their opinion online, and make their own judgements.
Marketing one of the major purchases of their lives to Americans was an exacting process that involved not only traditional advertising but also a crucial item that extolled the virtues of the cars: the brochure. Often oversize and sumptuously produced, including acetate overlays with fabric and paint swatches, brochures were only available at dealer showrooms or auto fairs hence specimens of antique and vintage car brochures are rare collector's items today. Frequently overlooked in design and automotive histories, this piece of ephemera is a surprisingly lucid mirror image of American tastes, consumerism, and buying habits since the dawn of the automobile. Automobile Design Graphics presents for the first time a comprehensive overview of this mostly forgotten breed of collateral advertising.
The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition. Structured to provide both a complete course on advertising and a quick reference on specific industry topics, the Advertising Concept Book covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty specially drawn new roughs of key campaigns.
Posters: Eat & Drink in Italian Advertising: 1890-1970 offers the opportunity to delight in the graphic creativity of the advertising of Italy's major food producers, including Cinzano spumante, Perugina chocolate, Saiwa biscuits and Voiello pasta, as well as campaigns launched by Cirio and Star. Compiling a substantial collection of covers, it provides an overview of Italian imagery from the late nineteenth century to the period of postwar reconstruction, through the drauftsmanship of artists such as Cappiello, Dudovich, Codognato, Mauzan, Seneca and Boccasile.
Surreal photography is adopted in advertisements to achieve strong appeal to the customers. It rests on aesthetical manipulation of imageries of real life objects to drive home adverts information in a more functional way. In other words, Surreal photography is not an arrangement of abstract pictures. Rather, the images are real life images carefully put together in an innovative and a far-from-conventional manner to project the message of the surrealist effectively. This book provides a useful foundation for the study of surreal images in advertising.
Gleaned from thousands of images, this book offers the best of American print advertising in the age of the "Big Idea." From the height of American consumerism, bold and colorful campaigns paint a fascinating portrait of the 1950s and 60s, as concerns about the Cold War gave way to the carefree booze-and-cigarettes capitalism of the Mad Men era.
The Digital Metrics Field Guide is the definitive reference for companies of any size that advertise, market or engage with their customers and prospects through email, the Web, mobile or social media. This book provides insight into what metrics are available, what is known about them, how to select them, and how to analyze and report on them in ways that help with understanding the impact of digital initiatives. The Digital Metrics Field Guide is the first-ever all-encompassing compendium of digital advertising and marketing metrics for professionals.
100 Ways to Create an Ad is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the 'Reveal' and the 'Mash-up,' it presents the key methods of devising print, television, radio, direct, and online ideas.
Combining social, corporate and graphic history, All-American Ads of the 40s follows America's development through the anxieties of war to the buying-frenzy of peace. These colorful signs of the times feature both blasts from the past and many brand names still going strong today.
20th Century Fashion offers a stylish retrospective of the last hundred years, via 400 fashion advertisements from the Jim Heimann Collection. Using imagery culled from a century of advertising, this book documents the unrelenting pace of fashion as it was adopted into the mass culture, decade by decade.
20th Century Classic Cars offers a lush visual history of the automobile, decade-by-decade, via 400-plus print advertisements from the Jim Heimann Collection. Using imagery culled from a century of auto advertising, this book traces the evolution of the auto from horseless carriage to rocket on wheels-and beyond.
Dog Food for Thought is a colorful, quirky, one-of-a-kind gallery of pet food label art that showcases rare and visually engaging examples culled from the authors' extensive archives. Filled with exceptional commercial artwork, select quotes, and carefully curated words of wisdom, this book is the perfect gift for designers, dog lovers, and pop culture fanatics alike.
Cat Food for Thought is a colorful, quirky, one-of-a-kind gallery of cat food label art that showcases rare and visually engaging examples culled from the authors' extensive archives. These labels bring to life the joys of caring for our pets and remind us why we love these curious creatures.
Breaking In: Advertising features advice from over 130 advertising insiders to help you build the portfolio you need to get the job you want.
Drawn from typographic sourcebooks as well as sign-painting manuals of the early twentieth century, this comprehensive volume includes a wealth of borders, frames, images, and typographic elements for re-creating authentic styles of the 1890s-1920s. An inexhaustible source of inspiration for artists, illustrators, and crafters, these versatile designs will add an antique touch to any project, including scrapbooks and other memory albums.
Hidden Persuasion explains the psychology behind fifty effective influence techniques of visual persuasion and how to apply them. The techniques range from influence essentials to more obscure and insidious methods.
Storytelling on Steroids features the iconic brands, cultural movements and social technologies that have contributed most to storytelling's rise in mainstream creativity and communication.
200 Best Ad Photographers Worldwide 2014/2015 features more than 500 inspiring images, drawing on sporting themes or landscape scenes, photos of animals and vehicles, portraits and still lifes - shot by the world's best ad photographers.
The Power of Glamour: Longing and the Art of Visual Persuasion is the first book to explain what glamour really is - a force beyond style but rather a phenomenon that reveals our inner lives and shapes our decisions, large and small. In provocative detail with more than 100 illustrations, critically acclaimed author Virginia Postrel separates glamour from glitz, explaining what qualities make a person, an object, a setting, an idea, or an experience glamorous.
Strategic thinking is central to creating a successful advertising campaign, yet it is rarely taught systematically. This book enables advertising creatives to formulate a clear brief and to think strategically.
The cultural field of advertising is a much debated topic with perspectives focusing on a range of concepts from harassment and the anxiety of influence to notions of desire and affirmation. The aim of this publication is not only to take into account the diversity of topics related to advertising but more importantly to develop a dialogue between these divergent viewpoints.
Game Changers explores the evolution of creative communications and celebrates iconic campaigns that have challenged the advertising industry.
Showcasing a collection of Rene Gauch's iconic posters, which are nowadays found in museums and private collections worldwide.