Advertising is Dead
Long Live Advertising!
Over 200 Campaigns for the New Marketplace
Tom Himpe
Foreword by Will Collin
|
| ‘Invaluable … can be enjoyed by students of the art and by anyone who wants to catch up with loads of images from cool global campaigns they probably never saw’ | | – Arena |
| ‘A useful reference for anyone studying or working in the current advertising, marketing and communications industry’ | | – 200 by 200 ezine |
| ‘Innovative and witty’ | | – The Guardian |
Over 200 campaigns for the new marketplace!
Twenty years ago an advertiser could reach 80 per cent of the US population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.
The new buzzwords are guerilla, stealth, ambush, buzz, viral, grassroots, wildfire and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:
• The four driving forces for getting closer to the consumer:
be personal, go where the competition isn’t, make the brand invisible, be unpredictable.
• The eight techniques – from consumer involvement to channelling the power of the senses – for employing these driving forces, illustrated with campaigns from across the world.
• The four types of campaign that make use of this new knowledge.
Advertising is Dead is the only complete survey of a global shift affecting all kinds of business, and is vital reading for all advertising, marketing and communications professionals.
Tom Himpe studied marketing and communication in Brussels. He went on to spend three years working at the advertising agency Duval Guillaume, where his clients include Douwe Egberts, Stella Artois and Hyundai. He now works as a strategic planner at Mortierbrigade for such major European brands as eBay and Deutsche Bank.
Also of interest:
Creative Advertising: Ideas and Techniques
from the World's Best Campaigns
Visual Creativity: Inspirational Ideas for
Advertising
Deep Dites: Intelligent Innovation in
Contemporary Web Design
|
|  |  | | | | ISBN 0500513147 | | ISBN-13 978-0500513149 | | | | 28.0 x 24.0 cm | | Hardback | | 224pp | | 435 illustrations, 435 in colour | | First published 2006 | | | | £29.95 | | | |  | | | | 
|
|
For news of our new and forthcoming
publications please click here |
