Download PDF by Mark Tungate: Adland: A Global History of Advertising (2nd Edition)

By Mark Tungate

ISBN-10: 0749464321

ISBN-13: 9780749464325

Adland is a ground-breaking exam of recent ads, from its origins within the nineteenth century to the evolution of the present advertisements panorama. writer and journalist Mark Tungate examines key advancements in ads, from print, radio, and tv ads to the possibilities afforded via electronic media -- podcasting, textual content messaging, and interactive campaigns. Adland specializes in key avid gamers within the and lines particular interviews with major names in foreign ads, together with Tom Bernadin, CEO of Leo Burnett; Jean-Marie Dru, President and CEO of TBWA all over the world; and John Hegarty, Chairman of BartleBogleHegarty. Exploring the roots of the advertisements in ny and London, and happening to hide Western Europe and the rising markets of jap Europe, Asia, and Latin the USA, Adland deals a complete exam of a world and suggests how it really is more likely to enhance sooner or later.

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Additional resources for Adland: A Global History of Advertising (2nd Edition)

Example text

Yet he remained a salesman at heart, constantly promoting his agency in speeches, in books, and socially. Although he disliked cocktail parties, he forced himself to go to them, because he claimed he could ‘smell billings’. In the 75th-birthday interview with Viewpoint (the agency’s internal magazine) he recalled, ‘I once went to a... thing called the Scottish Council. They had a lunch in New York... ’ In fact it took another lunch, this time in London – where Ogilvy had flown to doorstep Burns after hearing that he’d sacked his existing agency – to secure the account.

Doyle brought in Maxwell Dane, at that point running a small agency of his own. Mac Dane had started his career as a secretary to the advertising manager of a New York retailer called Stern Brothers. After stints as retail promotion manager of the New York Evening Post and account executive and copywriter at the Dorland International agency, he became advertising and promotion manager of Look magazine, where he met Doyle. He then headed advertising and promotion at the radio station WMCA (where he introduced the concept of news bulletins every hour on the hour, an innovation at the time), before starting his own agency in 1944.

He came to the conclusion that ‘no creative organization... will produce a great body of work unless it is led by a formidable individual’. Ogilvy would become that individual – but not for a while yet. In the meantime he was lured back to England to sell Aga cooking stoves, because the company needed somebody who could pitch to French chefs in London restaurants. Ogilvy maintained throughout his career that advertising was no more or less than a sophisticated form of selling, and closing a sale was something at which he turned out to be adept.

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Adland: A Global History of Advertising (2nd Edition) by Mark Tungate

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