100 Ideas That Changed Advertising
A chronicle of the influential, little ideas that have shaped our advertising, this book review highlights some of the most important and successful of these “insider tips”. Organised by subject, the book covers Advertising Agencies, Business Development, Creative Services, Design & Visualization, Health & Beauty, Motivation & Empowerment, Political & Social Programming, Sales & Marketing, Television & Radio. These are all discussed in relevant detail with specific references to each of their specialties. The book contains many case studies, which are meant to offer practical advice and examples of how successful advertising has been. The book concludes with a short chapter on incorporating the ideas into your own practice.
Simon Veksner rightly maintains that big change is not always easy. He rightly says that most of the old marketing ideas have “gone away from the scene” but he goes on to point out that even new ideas sometimes require a radical restructuring of traditional concepts. In this book he explores just how many of today’s largest and most successful companies have started from ground zero and changed their way of thinking about selling and marketing to create a niche for themselves. Some have done it through sheer innovation, whilst others have done it by re-inventing their companies and using different tools to achieve success.
This book covers all areas of advertising, from TV ad campaigns to Internet advertising. There is an excellent index and bibliography with a list of more than 250 contributors making it a rich source of ideas and helpful resources. The book rightly claims to be “the guide to marketing the big bucks” due to the emphasis on a number of case studies that are presented in full colour, along with detailed descriptions of each case study. In addition, each chapter is written by a different contributor, helping to build the credibility of this important book.
Much of the book is spent looking at the television advertisement, particularly how it differs from print advertising. The authors show the differences between broadcast and print media as well as the types of messages that are used. As, well as the similarities, they discuss why some marketing messages still work better than others, as well as what advertising is effective. Part two looks at online marketing in comparison to offline marketing, how it has developed over the past decade, and what some of the challenges are. The book concludes by looking at TV advertising.
In his introduction, James Cason talks about the shift in the focus of advertising in the last ten years to targeting an audience that already wants the product or service. He then goes through the history of how the advertising industry has responded to this, with a particular emphasis on the changes that the internet has brought. Cason gives examples of some of these changes, such as TV ads being advertised for viewers living in the same house as the product, which were very popular a few years ago. He also looks at how newspaper advertising changed to focus on local content. The book ends with a chapter looking at the impact of social media on marketing and sales.
Paul Collier has written a very interesting book that looks at the way in which the market has changed, both online and offline, in the last decade. In the first chapter he examines what has happened to traditional marketing strategies, both print and television, as well as marketing to the home. He then goes on to describe online marketing as a ‘branding tool’, saying that it offers customers more control over their brand. He gives good examples of how some companies have used this, for example a travel company creating a website and selling airline miles that customers can collect. He also gives good examples of how other companies have used blogging as a means of marketing.
The book then goes into how the internet has affected offline marketing strategies, with an emphasis on the impact that search engine optimization has had on search engine rankings. SEO is the practice of optimizing a web page so that it appears high on search engine results pages (SERPs). This is done through various techniques including keyword density, meta-tag optimization, keyword integration and keyword placement. SEO is still relatively new, and most businesses have not been successful with it. However, according to the authors, there has been growth in the number of businesses who are succeeding with their SEO strategies, with an increase in page rank and traffic being seen. There is also a focus on why some companies have been able to achieve success while others have failed.
A few pages after the introduction, Collier moves into a discussion of video marketing and the impact it has had on the internet. He notes that many companies have used videos to advertise, and that the cost to produce these is becoming cheaper every year. Video marketing can be effective if it is carried out correctly, and this is discussed in great detail throughout the book. The final chapter looks at the impact that social media marketing could have on businesses. The book finishes up by briefly examining the effect that viral marketing could have on the future of advertising.