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Goodvertising : Creative Advertising That Cares by Thomas Kolster (2012, Hardcover)

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About this product

Product Identifiers

PublisherThames & Hudson

ISBN-10050051626X

ISBN-139780500516263

eBay Product ID (ePID)24038305180

Product Key Features

Book TitleGoodvertising : Creative Advertising That Cares

Number of Pages256 Pages

LanguageEnglish

TopicAdvertising & Promotion

Publication Year2012

IllustratorYes

GenreBusiness & Economics

AuthorThomas Kolster

FormatHardcover

Dimensions

Item Height1.1 in

Item Weight61.2 Oz

Item Length11.2 in

Item Width9.8 in

Additional Product Features

Intended AudienceTrade

Dewey Edition23

ReviewsHundreds of color illustrations enhance this volume, which should appeal to readers interested in learning how advertising can play an important role in discussing ideas, not just selling products or services.

Dewey Decimal659.1042

SynopsisThought-provoking andinnovative: responsibleadvertising by brandsand charities worldwide,including Volkswagen,FIAT, Unilever, UNESCO,Greenpeace, Michelin, HP,and American Express, Can advertising be a force for good? Can it bring about positive social or environmental change? Should it tell the truth about a brand? With today's consumers being more informed, empowered and ethically minded than ever, advertising needs to do all those things and more. No longer can an agency simply state that their client's brand or product is good: the advertising has to communicate that the client is actively being and doing good. Goodvertising showcases outstanding creative work from over 120 campaigns from around the world, organized into ten commitment chapters. Each campaign is from a leading agency working in the full spectrum of media channels for an international array of clients, be they corporations or charities., Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand's corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters--Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment--it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility.

LC Classification NumberHF5821