By Paul Springer
The second one version of advertisements to Icons examines present and destiny developments in advertisements. via 50 overseas case stories of latest and iconic advertisements campaigns, writer Paul Springer identifies why those campaigns have been profitable and analyzes their contribution to the ongoing improvement of ads.
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Additional resources for Ads to Icons: How Advertising Succeeds in a Multimedia Age
Cadbury’s sponsorship is lucrative for programme makers and has proved highly effective in connecting the activities of watching Coronation Street and eating Cadbury’s chocolate among both confectioners and the programme’s target audience – the lower to mid-range (predominantly female) demographic. 5 1 F M A M ☺ / ☺ / -5 ☺ / ☺ / -6 3 J J -- -8 A S O 30 Cadbury’s initial sponsorship in 1996 was a means of positioning Cadbury’s chocolate brands as close as possible to the main draw – Coronation Street – without appearing among the other brands competing in an advertising break.
Such types of promotion could conceivably be generated by advertising, marketing or public relations firms: the decision tends to be based on where a project sits within the bigger promotional scheme. What we can see then is that the climate is right for advertising to use a communication mix. com (see chapter 3); in-game advertising, which used virtual space as adspace for DTM (see chapter 5); and a live digital game of Monopoly, played out online and acted out offline and incorporating material generated by those taking part (see chapter 6).
By pressing the red button viewers were transferred to a digital ‘microsite’ that provided product information and the opportunity to order a catalogue from Ford. For Ford, this created a situation where viewers could become self-selecting prospects, simply by clicking a button during their commercial. 7 Ford had made over 1,500 improvements to the Ford Mondeo and needed to demonstrate to its audience that these refinements added up to more than the sum of their parts. The car also had a new positioning – one of the safest places to be.