Friday, 4 June 2010
Advertisin Works 17 - Neil Dawson (ed.)
There is not much to say about these books: if you are an account planner in advertising you will love them, if not, don’t bother. It proves the way advertising and ideas work in the most rigorous ways I ever came across. After reading them you can never read an Effie again, without having to laugh out loud and feeling ashamed.
This one is interesting because it got the detailed case of the ‘try something new today’-campaign by Sainsbury and the long term analysis of Audi advertising in the UK. Moreover the authors raise the question, that despite having elaborate measures for how TV advertising works, not many people try to show the distinctive contribution of media decision and the contribution of digital media.
Most importantly: on the CD accompanying this book, I finally got the great old Audi ad ‘If you want to be at the pool before the Germans’