Ads to Icons —— How Advertising Succeeds in a Multimedia Age

----- 多媒体时代广告如何取得成功

ISBN: 9780749456474 出版年：2009 页码：368 Springer, Paul Kogan Page

Chapter - 00: Introduction Section - ONE: Cases Chapter - 01: Rethinking mass media Chapter - 02: Widening formats Chapter - 03: Events-driven Chapter - 04: Shaping product experiences Chapter - 05: Digital persuasion Chapter - 06: Online space Section - TWO: Context Chapter - 07: The new media landscape Chapter - 08: The new job landscape Chapter - 09: Closer Chapter - 10: Where advertising stops... and marketing begins