Adland A Global History of Advertising

ISBN-10: 0749448377

ISBN-13: 9780749448370

Edition: 2007

Authors: Mark Tungate

List price: $39.95
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Description:

Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from print, radio, and television advertisements to the opportunities afforded by digital media -- podcasting, text messaging, and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in international advertising, including Tom Bernadin, CEO of Leo Burnett; Jean-Marie Dru, President and CEO of TBWA Worldwide; and John Hegarty, Chairman of BartleBogleHegarty. Exploring the roots of the advertising industry in New York and London, and going on to cover Western Europe and the emerging markets of Eastern Europe, Asia, and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
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Book details

List price: $39.95
Copyright year: 2007
Publisher: Kogan Page, Limited
Publication date: 8/1/2007
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 1.50" tall
Weight: 1.430
Language: English

Mark Tungate is the author of the bestselling Fashion Brands, as well as Adland A Global History of Advertising, Branded Male, and Media Monoliths. His latest book is Luxury World The Past, Present and Future of Luxury Brands. Tungate is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Strat�gies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and The Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.

Acknowledgements
Introduction
Pioneers of persuasion
The origins of advertising
An industry takes shape
Early advertising agencies
Arrow to the future
The Hopkins approach
Lasker's second choice
From propaganda to soap
The legacy of J. Walter Thompson
An onomatopoeic agency
Rubicam versus the Depression
New sights, new sounds
The end of the beginning
Madison Avenue aristocracy
A British advertising agency in New York
The science of selling
Creative revolutionaries
Thinking small
Murderers' row
The revolution will be televised
The Chicago way
An unhurried start
Quite a character
Cornflakes and cowboys
The international era
Life after Leo
The Brit pack
The British hot shop
Blockbusters in the basement
Lowe and beyond
The master planner
A smashing agency
The Saatchi saga begins
Mrs Thatcher's ad agency
Eighties extravagance
The Saatchi saga continues
Jeans genius from BBH
The gentleman copywriter
The buccaneers of Venice Beach
'1984' and the Super Bowl factor
The French connection
The father of French advertising
The man who said 'Non'
Provocation and impact
The house that Jacques built
TBWA: absolutely European
The seeds of disruption
European icons
The graphic world of Armando Testa
Copywriting, Italian style
Blood, sweaters and tears
The German conundrum
Media spins off
The 24-carat idea of Gilbert Gross
From barter to Zenith
Turning back the clock
Consolidation incorporated
Omnicom: The Big Bang
WPP: wired to the world
Interpublic: the horizontal ladder
Publicis: readjusting the compass
Havas: child of the information age
Japanese giants
A short history of Dentsu
Advertising haiku-style
Soccer and Shiseido
The challenger agency
The alternatives
Amsterbrand
Professional radicals
Far from the Madison crowd
Driving branded content
Dotcom boom and bust
Latin spirit
The boys from Brazil 1: Washington Olivetto
The boys from Brazil 2: Marcello Serpa
The reign of Spain
International outposts
Australia's favourite admen
Shooting stars
From pop to soda
Controversy in Cannes
The man behind Cannes
Counting the cost
New frontiers
Asian creativity
And so to China
The agency of the future
Shape-shifting giants
Conclusion
References
Index
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