Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer
English | July 28, 2007 | ISBN: 0749449365 | 400 Pages | PDF | 9 MB
Ads to Icons introduces new approaches to advertising that go beyond traditional TV/press/billboard communications. It argues that in an age of media saturation and far better customer information, advertising no longer needs to push information at customers. Instead, the book features cases of "pull" advertising – digital, live events and social networks formed as a response to an advertising brief.