The book introduces us to the people who, thanks to their vision and creativity, shaped the world of advertising, explains how the most famous agencies in the world evolved and what challenges they are still facing today. 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. Table of Contents Introduction Servants and masters Learning to love advertising An impossible brief The lexicon of advertising 1 Pioneers of persuasion The origins of advertising An industry takes shape Early advertising agencies Arrow to the future The Hopkins approach Laskers second choice 2 From propaganda to soap The legacy of J. Our Parcel Delivery service, comprised of 14 cross-docks across the Southeast United States offers you same-day, next-day and second-day business to business service levels. For sure there will be mobile phones and the internet and screens everywhere, but how will these intersect and interact? His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times.
Exploring the roots of the advertising industry in New York and London, and going on to cover 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. 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. Experts are busy tracking increasingly slippery consumers and mapping their behavior, but their findings always come with a question mark attached. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art. Let us prove to the world that good taste, good art, good writing can be good selling. Some of the issues that have been around historically are still encountered today: boutiques versus networks, client conflicts, mercurial creatives, and return on investment which may be endemic and the cost of doing business. There are a lot of great technicians in advertising.
Plenty of these were the ideas of young Turks moving into the advertising game, eager players insistent on making a name for themselves. Even though biased toward the industry, he maintains a less boosteristic not a word? Synopsis: Adland is a groundbreaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Everyone who picks up this book will know some of the advertisements described, but because the book is a global assessment, no one will recognize them all. However, for an industry that's all about catching your attention, its agencies have long, boring names that are difficult to remember. But it also discusses the history of Madison Avenue and has chapters about Japan, Spain, Brazil, Italy. Given it was penned in 2007, aspects have already become dated given the global recession, the rise of social media, consumer sophistication and control, and many other factors that the industry is both leading and responding to.
At its heart, however, the book is a series of inspiring stories about the entrepreneurs who changed the way we travel. Mark Tungate is a British writer based in Paris, France. He also has a weekly column in the French marketing journal Strategies. Each country has its own distinct vision of what advertising is and particular techniques that work for its audience. He is the author of the books Adland, Fashion Brands, Branded Beauty and Branded Male.
The book has an European slant, which is to be expected considering that the author is a British guy living in France and that four of the main ad agencies are based in Europe. Psychologists, sociologists, anthropologists, musicologists, technology wizards and gaming enthusiasts … any or all of them might have a role to play at a modern agency. 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 how it is likely to develop in the future. Psychologists, sociologists, anthropologists, musicologists, technology wizards and gaming enthusiasts. Many of the agencies described in these pages can still be looked upon as role models; others are museum pieces.
Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. It's undeniable that advertising has a huge impact on our lives, but how did it all begin? This is a tale of talented and driven individuals, of growth and acquisition. The graphic design was by Barcelona-based creative collective Vasava. Great campaigns, brands, and ideas are here too and spark my only criticism in that they are not covered in the detail necessary to give them justice. 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 and then interviews leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, Sir John Hegarty and Sir Martin Sorrell, as well as 20th century industry luminaries such as Phil Dusenberry and George Lois. However, there are themes that run through all the states that make up Adland, and smart advertisers will like smart novelists or smart architects pay attention to the history of their field described here, and smart consumers will come away with an increased understanding of how advertising does its job.
Unlike everything else I've seen, it actually does attempt to hit the highlights of advertising agencies world wide. No doubt my most personal book to date, it reflects my love of travel and contains many incidents and anecdotes from my own wanderings. Because of this, I've found reading about how these agencies evolved and merged together quite boring and dull at times. Alongside his writing, he heads the jury of the Epica Awards. . Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future. Life through lenses A writer explains his love of specs I started wearing glasses when I was 20 years old and still painfully self-conscious.
You won't find none of that stuff in Adland. The picture is far from clear. Over and over again, Tungate shows how these players then eased into more consistent, less risky campaigns and new young Turks took over. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus. Exploring the roots of the advertising industry in New York and London, from Hopkins and Lasker to the Mad Men of the 50s, Tungate then covers today's big communication groups and the emerging markets of Eastern Europe, Asia and Latin America.
The book is informative and well-researched, and although some passages are quite dry and dull, most of it is written in a fast-paced, engaging tone that makes it easy to read quickly. And perhaps that was the most valuable insight in reading the book, the communications and advertising industry has always faced incredible business and market challenges. Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk. I had never really paid much attention to the people who created the ads, but this book made me realise how talented, driven and inspired a lot of them are. My only complain is because I bought the book used, I didn't get the dust jacket with it. The best reward is making the cash registers ring.
It is more a history of the icons and iconoclasts that established the profession while building enduring businesses whose influence is undisputed. He is the author of six books about branding and marketing including Fashion Brands and The Escape Industry, both published by Kogan Page. Wherever we go, whatever we do, we come across someone trying to sell us something. The cooler, smarter, wealthier older brother driving the fast car, playing the cool music and hanging with the fashionable crowd. A must read for anyone interested in advertising.