March 8, 2017

Adland: A Global History of Advertising by Mark Tungate

By Mark Tungate

Let's face it: ads is a kind of industries that make you itch to drag again the curtain and have a look behind the curtain. Adland does simply that. It takes a world view of the advance of advertisements, and utilizing first-hand debts from key figures it takes a difficult look at the way forward for advertisements as well.

The e-book comprises fresh interviews with some of the key avid gamers who formed the realm of advertisements from the Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO artistic legend; John Hegarty, Chairman and around the globe artistic Director, BBH; Maurice Levy, President, Publicis workforce; George Lois, Madison street artwork director; Washington Olivetto, South America's most famed adman; Sir Alan Parker, movie director, who talks approximately his early profession in ads within the Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB around the globe; Kevin Roberts, CEO all over the world, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.

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First and foremost, it could mean that shoppers think in ‘wants’ rather than brands when they plan their shopping. What do they feel like? What do they want? They want orange juice, toothpaste and a cool computer. Only when they hit the store do shoppers start making decisions 0-7494-4689-7_CH03_26 26 Retailization between competing brands, between brands and private labels, and start making their choice between competing products, truly making the store the point of action. It also means that convenience rules.

As well as being the teacher’s pet, private labels severely challenge the pricing ability of brands. Shoppers might not be able to remember the price of an individual product, but they remember whether it was more or less expensive than a similar item. (Economist, 2005a). ’ This is especially the case with high-quality 0-7494-4689-7_CH03_30 30 Retailization private labels, such as Marks & Spencer ready meals in the United Kingdom, which have long held a reputation for being top quality, and thus perpetuate positive store brand image and help increase market share.

There is also another angle, a UK one. When you look at the UK retail market you see one of the most consolidated sophisticated retail markets in the world, with one of the highest levels of private label products in the world. 6 we can sense that UK shoppers are the ones who are the happiest about their supermarkets. Of the analysed markets, UK shoppers seem the most impressed when it comes to the performance of their supermarkets compared with five years ago. They rate supermarkets better than other countries’ respondents when it comes to better choice of products, better pricing, better shopping experiences, better service levels, better private labels and a better assortment of known brands.

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