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eBook editionsAdland: A Global History of Advertisingby Mark Tungate
Synopses & ReviewsReview:"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 AuthorMark 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 ContentsIntroduction 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
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