From Ads to Icons explores the current and future direction of advertising.

The book is divided into two parts. Part one comprises 50 international case studies of new and iconic advertising campaigns with profiles, analysis, a summary of essential points that can be learnt from each and suggestions for further reading. Cases include Sibirsky Bereg, YouTube, Singapore Cancer Society and Amex. Part two provides a review and analysis of the changing media landscape.

Throughout, the book traces the development of established advertising techniques and traditional media, to experimentation with digital media to respond to the need to create new channels through which to reach customers.

�ber die Autorin bzw. den Autor

Paul Springer is Head of Research for Design, Media & Management and a communications Prof at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page).

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