By Paul Springer
The second one version of advertisements to Icons examines present and destiny traits in ads. via 50 overseas case reports of recent and iconic advertisements 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
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.
Com street captions (Mother, UK) Nike Run London 10k events (AKQA, UK) ch. , UK) ch. 4 Britvic Gotan Doll (HCL+P, UK) Pepsi Chart Show Cadbury’s Coronation Street programme sponsorship (Triangle, UK) ch. 1 1993 – Land Rover Adventures (Craik Jones WMV, UK) ch. 2 1993 – Tesco Clubcard (EHS, UK) Compiled by: Paul Springer with Suzie Shore and Garry Sharpen 12 Ads to icons In defining appropriate consumer ‘touch points’ for a campaign, the well-known planning group Naked Communications use a ‘4d model’ to map potential opportunities for interaction between the consumer and the product/brand.
Mattel aimed to extend their customer base with the proposition that their top-of-the-range miniatures were almost too real, so the agency DavidandGoliath targeted the most likely specialist interest group, classic car fanatics, because they too tended to be devoted to their hobby. They took out a series of small ads in the classified section of Auto Trader, and had the advertisements for Mattel’s model cars placed next to adverts for the full-size versions. Readers were able to judge how close the collectable miniatures were to the originals.
Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer