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Adland: A Global History of Advertising (2nd Edition) by Mark Tungate

By Mark Tungate

Adland is a ground-breaking exam of contemporary advertisements, from its early origins, to the evolution of the present advertisements panorama. Bestselling writer and journalist Mark Tungate examines key advancements in advertisements, from replica advertisements, radio and tv, to the possibilities afforded through the explosion of electronic media. Adland specializes in key avid gamers within the and lines specific interviews with top names in ads this day, together with Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, in addition to luminaries from the 20 th Century reminiscent of Phil Dusenberry and George Lois. Exploring the roots of the advertisements in manhattan and London, and happening to hide the rising markets of jap Europe, Asia and Latin the US, Adland deals a accomplished exam of an international and indicates ways that it's prone to increase sooner or later.

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Extra info for Adland: A Global History of Advertising (2nd Edition)

Example text

Take the directive to "build a program" literally, and recognize that any building must be done on a solid base: substance. That typically means information. Sometimes all the necessary information is readily available, but sometimes it takes research to collect it. Research studies and surveys can be expensive, but the information that results from the effort is often critical to the success of the publicity program. How much the publicist knows about the subject, its history, and the principal participants is important.

The word publicity itself, in normal usage, implies getting positive attention, as in ''We need to generate publicity for the upcoming event " Indeed, the title of this book, without saying so, implies that the text is a guide to getting good publicity. When we read on a magazine cover that a particular subject is "the hottest game in town," do we stop to wonder how the magazine's editors came to know this? Who is it exactly that has determined someone to be worthy of the designation "most popular" or "fastest rising"?

This is a good approach. The downside of waiting for someone to fire a first shot is the possibility that the damage done will be beyond recovery. In 1997 two hotel chains were engaged in fierce competition for the purchase of a third chain. In interviews with reporters and industry analysts, as well as in ads in major newspapers, the two rival companies each accused the other of misrepresenting both its own and its competitor's offers, and each attacked its rival for disseminating false and misleadingif not outright fraudulentinformation, following questionable financial practices, and lying to shareholders.

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