Ads to Icons: How Advertising Succeeds in a Multimedia Age by Paul Springer

By Paul Springer

The second one version of advertisements to Icons examines present and destiny traits in advertisements. via 50 overseas case experiences of recent and iconic ads campaigns, writer Paul Springer identifies why those campaigns have been profitable and analyzes their contribution to the ongoing improvement of advertisements.

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Com. 38 Ads to icons Mattel 100% Hot Wheels Classified Small Ads Product: Mattel 100% Hot Wheels miniature car models Target market: Agency/city: Planning/production time: Reach: Length of customer engagement: Brief: specialist collectors DavidandGoliath, Los Angeles 2 months 300,000 placed weekly magazine extend the campaign headline Almost Too Real to let people know how realistic-looking the miniature cars appear $40 each small ad one month, 2003 rethinking placement and use of established media Budget: Lifespan: Benchmark: (These ads for 1/18 scale Hotwheels were placed next to actual car listings in ‘Auto Trader’) One of a series of press advertisements taken out in Auto Trader USA, advertising 100% Hot Wheels classic sports car miniatures alongside the full-size models.

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. Like the Mondeo, a microsite was a safer and less crowded space to address interested viewers directly. As a feeder to the microsite, the commercial started like a 1950s animation overlaid onto real film footage.

Com) • Because the print adverts were unusually placed, they broke through the clutter of seemingly identical classified small ads. • The copy does not attempt to hoax the reader. Instead it simply demonstrates • • a knowledge of the classic car market by using the right parlance of Auto Trader small ads. The ‘reveal’ of the web address offers a link to finds out more on the product’s website. As a concise advertisement it offers a taster of the way the miniatures are meant to be viewed, after having demonstrated their credibility by mixing with the ‘real ads’ effectively.

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