Research Catalog

Title

100 ideas that changed advertising / Simon Veksner.

Author

Veksner, Simon

Publication

• London : Laurence King Publishing, 2015.
• ©2015

Items in the Library & Off-site

Holdings

Details

Description

216 pages : colour illustrations; 27 cm

Summary

A chronicle of the key ideas that have shaped the adverts we see everyday, 100 Ideas That Changed Advertising offers a fascinating insight into an ever- changing and fast-moving industry. Arranged broadly chronologically, the book looks at the overnight revolutions, the flashes of inspiration and the long-term evolutions that advertisers have wrought upon their industry. Author Simon Veksner guides us through the key ideas behind these changes, from the development of the first advertising formats and the history of branding, to the creative revolutions of the 1960s and the digital age. Looking forward, the book considers the most recent thinking in reaching new audiences, including the rise of neuromarketing and the latest behavioural economics. Illustrated with hundreds of examples of adverts and explaining their power to inspire, delight and annoy, but above all, to make us buy, the book is an absorbing guide to a turbulent, highly-creative industry.

Alternative Title

One hundred ideas that changed advertising

Subjects

• Werbung
• Marketing
• Advertising > History
• History
• Markenpolitik
• Branding (Marketing)

Genre/Form

History.

Bibliography (note)

• Includes bibliographical references and index.

Contents

The Poster -- Promotions -- Branding -- The Leaflet -- Press Advertising -- The Topical Ad -- Appropriation -- The Advertising Agency -- Publicity Stunts -- Regulation -- The Magazine -- Sex in Advertising -- Catalogues -- Product Placement -- Brand Characters -- Slogans -- Product Demonstration Ads -- Coupons -- Cinema Advertising -- Global Agency Networks -- Creatives -- Comparative Ads -- The Agency as Brand -- Celebrity Endorsement -- Public Service Advertising -- Direct Mail -- Stock Shots -- Women in the Workplace -- Radio -- Sponsorship -- Surrealism -- The Testimonial -- The Jingle -- Brand Managers -- Account Executives -- Television Advertising -- Research -- The USP -- The Infomercial -- Graphic Design -- The Brainstorm -- Awards -- The Personal Brand -- Ad School -- The Creative Revolution -- Humour -- The Challenger Brand -- The Hot Shop -- Brand Personality Theory -- The Political Attack Ad -- Campaigns -- Principles -- Democratization -- Professionalization -- Account Planning -- Superstar Directors -- Pop Music in Ads -- Product Parity -- Advertiser-Funded Channels -- The ESP -- Interesting Casting -- The Event Ad -- Word Of Mouth -- Not Advertising -- Semiotics -- The Trade Press -- Advertising as Fiction -- Anti-Capitalism -- Global Advertising -- Trade Ads -- Lifestyle Advertising -- Media Proliferation -- Scam -- The Micro-Network -- The Rise of the Visual -- Digital Post-Production -- Postmodernism -- The Tissue Meeting -- Ambient -- Mobile -- Customer-Relationship Management -- Separation of Media -- Open Plan -- Viral Marketing -- Social Media -- Online Advertising -- Decline of the Commission System -- The Dot-Com Boom -- TiVo -- Search -- Media Neutrality -- Advergames -- Branded Content -- Interactive Advertising -- Facebook -- YouTube -- User-Generated Content -- Twitter -- Neuromarketing -- Behavioural Economics.

ISBN

• 9781780675565 (paperback)
• 1780675569 (paperback)
• 1780672349
• 9781780672342

LCCN

99964890075

OCLC

• ocn897488428
• 897488428
• SCSB-5826530

Owning Institutions

Columbia University Libraries