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Adland: A Global History of Advertising

Adland: A Global History of Advertising Cover

 

Synopses & Reviews

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." Publishers Weekly (Starred Review) (Copyright Reed Business Information, Inc.)

Book News Annotation:

Tungate, a British journalist specializing in media and marketing, explores the development of the advertising industry from an international perspective. 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. Along the way, he puts the industry in perspective with discussions of the dotcom boom and bust, the digital media revolution, and the effect of advertising on poplar culture. B&w and color photos of key figures and a few ad campaigns are included. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. 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 how it is likely to develop in the future.

About the Author

Mark Tungate is a journalist specializing in media, marketing, and communication.  Based in Paris, he is a frequent contributor to leading advertising journals, magazines, and conferences.  He is the author of Fashion Brands and Media Monoliths (Kogan Page), and co-author of The Epica Book, an annual review of the best European advertising.

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. Walter Thompson       

            An onomatopoeic agency         

            Rubicam versus the Depression

            New sights, new sounds           

            The end of the beginning          

 

3          Madison Avenue aristocracy           

            A British advertising agency in New York        

            The science of selling   

 

4          Creative revolutionaries       

            Thinking small  

            Murderers row           

            The revolution will be televised 

 

5          The Chicago way       

            An unhurried start        

            Quite a character         

            Cornflakes and cowboys         

            The international era     

            Life after Leo   

 

6          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 Thatchers ad agency        

 

7          Eighties extravagance          

            The Saatchi saga continues       

            Jeans genius from BBH

            The gentleman copywriter        

            The buccaneers of Venice Beach         

            ‘1984 and the Super Bowl factor        

 

8          The French connection         

            The father of French advertising           

            The man who said ‘Non         

            Provocation and impact           

            The house that Jacques built     

            TBWA: absolutely European    

            The seeds of disruption

 

9          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 Shiseido    

            The 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           

            Australias 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      

            Shape-shifting giants    

 

Product Details

ISBN:
9780749448370
Subtitle:
A Global History of Advertising
Publisher:
Kogan Page
Author:
M
Author:
Tungate, Mark
Author:
Mark, Tungate
Author:
ark Tungate
Subject:
History
Subject:
Advertising & Promotion
Subject:
Advertising
Subject:
Advertising -- History.
Subject:
Business-Advertising
Edition Description:
Trade paper
Publication Date:
20070801
Binding:
Paperback
Language:
English
Illustrations:
Y
Pages:
278
Dimensions:
9.42x6.58x1.36 in. 1.45 lbs.

Related Subjects

Arts and Entertainment » Art » Advertising and Display
Business » Advertising
Business » Marketing

Adland: A Global History of Advertising
0 stars - 0 reviews
$ In Stock
Product details 278 pages Kogan Page - English 9780749448370 Reviews:
"Publishers Weekly Review" by , "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." Publishers Weekly (Starred Review) (Copyright Reed Business Information, Inc.)
"Synopsis" by ,
Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. 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 how it is likely to develop in the future.
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