Adland : a global history of advertising / Mark Tungate.

Format:

Book

Author/Creator:

Tungate, Mark, 1967-

Language:

English

Subjects (All):

Advertising--History.

Advertising.

Physical Description:

1 online resource (270 p.)

Edition:

2nd ed.

Place of Publication:

London : Kogan Page Ltd., 2013.

Language Note:

English

Summary:

Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as P

Contents:

Contents; Preface to the second edition; Author's note; Introduction; Servants and masters; Learning to love advertising; An impossible brief; 01 Pioneers of persuasion; An industry takes shape; Early advertising agencies; Arrow to the future; The Hopkins approach; Lasker's second choice; 02 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; 03 Madison Avenue aristocracy; A British advertising agency in New York; The science of selling; 04 Creative revolutionaries; Thinking small

Murderers' rowThe revolution will be televised; 05 The Chicago way; An unhurried start; Quite a character; Cornflakes and cowboys; The international era; Life after Leo; 06 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; 07 Eighties extravagance; The Saatchi saga continues; Jeans genius from BBH; The gentleman copywriter; The buccaneers of Venice Beach; '1984' and the Super Bowl factor; 08 The French connection; The father of French advertising; The man who said 'Non'

Provocation and impactThe house that Jacques built; TBWA: absolutely European; The seeds of disruption; 09 European icons; The graphic world of Armando Testa; Copywriting, Italian style; Blood, sweaters and tears; The German conundrum; 10 Media spins off; The 24-carat idea of Gilbert Gross; From barter to Zenith; Turning back the clock; 11 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; 12 Japanese giants; A short history of Dentsu; Advertising haiku-style

Soccer and ShiseidoThe challenger agency; 13 The alternatives; Amsterbrand; Professional radicals; Far from the Madison crowd; Driving branded content; 14 Dotcom boom and bust; 15 Latin spirit; The boys from Brazil 1: Washington Olivetto; The boys from Brazil 2: Marcello Serpa; The reign of Spain; 16 International outposts; Australia's favourite admen; 17 Shooting stars; From pop to soda; 18 Controversy in Cannes; The man behind Cannes; Counting the cost; 19 New frontiers; Asian creativity; And so to China; 20 The agency of the future; Content providers and inventors; Shape-shifting giants

ConclusionReferences; Books; Online resources; Index

Notes:

Revised edition of the author's Adland published in 2007.

Includes bibliographical references and index.

ISBN:

9780749464325

0749464321

OCLC:

851157397

Publisher Number:

YBP10815479