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Adland: A Global History of Advertising |
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Adland: A Global History of Advertising |
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基本信息·出版社：Kogan Page
·页码：278 页
·出版日期：2007年08月
·ISBN：0749448377
·条形码：9780749448370
·装帧：精装
·开本：278
·正文语种：英语
内容简介 Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. Bestselling 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. Adland focuses on key players in the industry and features exclusive interviews with leading names in international advertising, including Tom Bernadin, CEO of Leo Burnett; Jean-Marie Dru, President and CEO of TBWA Worldwide; and John Hegarty, Chairman of BartleBogleHegarty. 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 ways in which it is likely to develop in the future.
作者简介 Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising.
媒体推荐 "...an excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry." --
Library Journal, September 15, 2007"Writing an entire history of advertising around the world is clearly an ambitious project. 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." --
Jonah Bloom, Advertising Age, September 10, 2007 编辑推荐 “A great story - full of character, fun and life.”
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi
“The story of the best advertising told with the accuracy of the best journalism and with the style of the best literature.”
Washington Olivetto, President, W/Brasil
“A terrific book: intelligently written and thoroughly researched. A must for anyone interested in the history of advertising.”
Sir Alan Parker
"Immensely readable."
Sir Martin Sorrell, CEO, WPP
"Tungate argues effectively that the prevalence and effectiveness of a given country’s advertising is commensurate with that country’s entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world.”
Publishers Weekly
“A balanced, detailed, yet lively global history of modern advertising.”
Library Journal, Best Business Books 2007
“A great read.”
AdPulp
“Adland puts the industry into perspective and provides an insight into the future.”
Business Executive
“For the first time in Ad Land someone has attempted to tell the entire saga, and that’s why this book is significant. Not only is this book a fascinating insight into the people that make Ad Land a wonderful place to work, it is a kick up the back to those of us that want it to stay that way by adequately facing up to the challenges it faces. And while you won’t be giving this book to your father for Christmas, if you work in ad land you will walk a little taller having it.”
Adliterate.com
“Drawing on interviews with survivors of advertising’s golden age as well as today’s creative directors, he takes readers on a journey from Madison Avenue to the emerging markets of Central Europe, South America and Asia.
Puts the industry in perspective.”
Research Book News
“Useful for students”.
CNBC European Business News
“A worthwhile read for marketing and communication managers.
It is a clearly organized plea that marketing, or better said advertisting firms and their people, become more financially focused.”
imedia
"Here’s a Business/history book wonderfully conceived and composed and fun to read. How often do you find that to be true"
Advertising to Baby Boomers, January 2008 (USA)
专业书评 From Publishers Weekly Starred Review. In this heady, well-researched gem, British journalist Tungate (Fashion Brands) illustrates the history and globalization of the $400-billion-a-year advertising industry. Tungate begins by simultaneously addressing consumers' skepticism (or outright disdain) toward the "jargon, psychobabble and double talk of advertising," and advertisers' laudable financing of "a free, varied, democratic media," before hunting down advertising's birth during the Industrial Revolution. He traces the industry from there through today's exploding media frontier of new global markets, viral advertising and seemingly infinite bandwidth. Along the way, he looks at trailblazers like Bill Bernbach and David Ogilvy, whose prosperous agencies and their offspring propelled the industry worldwide, and especially in the US, throughout the 20th century. He looks at key players, time periods and hotspots (Madison Avenue in the 1950s, Tokyo's Dentsu, the Omnicom mega-merger) with snappy storytelling, interviews with bigwigs and buckets full of trivia. Tungate argues effectively that the prevalence and effectiveness of a given country's advertising is commensurate with that country's entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Jonah Bloom, Advertising Age, September 10, 2007 "Writing an entire history of advertising around the world is clearly an ambitious project. 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."
Review "[A]n excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry." --
Library Journal, Sept 2007, starred review
"[H]eady, well-researched gem... a handy, entertaining and insightful guide to the past and future of the ad world." --
Publishers Weekly, August 2007, starred review
"Writing an entire history of advertising around the world is clearly an ambitious project. 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." -- Jonah Bloom,
Advertising Age, Sept 2007
