Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer

By Paul Springer

The second one variation of advertisements to Icons examines present and destiny developments in ads. via 50 foreign case reports of latest and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been winning and analyzes their contribution to the continuing improvement of ads.

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Extra resources for Ads to Icons: How Advertising Succeeds in a Multimedia Age

Sample text

Consequently, both brands benefited from the treatment because the light-hearted send-up reaffirmed the show’s charm and warmth. The characters created by Aardman were full-figured and rounded, relating back to the show’s heritage. Significantly, all the characters and the street setting featured in the idents were coloured brown to reinforce the connection with chocolate. Rethinking mass media 45 Review News of the sponsorship first featured in the business and media sections of the national newspapers (not the programme’s main target demographic).

Prior to launch, an extended lead-in time was required for media specialists to negotiate buying commercial break slots well in advance. They also needed to negotiate with media buyers at other advertising agencies to check their scheduling. In other words, the agency Kryn had to conduct exhaustive research on advertising space positioning in the beer market, which involved negotiating with the individual drinks producers and holding companies. The campaign also included outdoor advertising, which exploited the Russian and Belarusian roadside billboard format of displaying posters in pairs.

The choice of programme was particularly appropriate for the confectionery brand. Coronation Street’s viewing figures and audience profile were ideal for the producer of FMCGs, where a high volume and rapid turnover were essential. The idents that were developed also served to forge connections between watching television and eating chocolate; both were readily associated with moments of relaxation, escapism and having a break from domestic chores. Product and programme shared the same target demographic – C1, C2, D and E – which is a broad cross-section of the British population still reachable as a homogeneous mass.

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