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Guerrilla advertising : unconventional brand communication / Gavin Lucas, Michael Dorrian

Main Author Lucas, Gavin Coauthor Dorrian, Michael Publication London : Laurence King, 2006 Description 187 p. : il. ; 30 cm ISBN 978-1856694704 Abstract The advertising industry is in a state of flux. In an age where we can choose what media we consume, the traditional channels of TV, press and poster are no longer always the most effective methods for a brand to reach its target audience. As a result, global brands are opting to implement ever more inventive and original schemes to get their projects talked about. Microsoft covered Manhattan in butterfly stickers, Volkswagen made a Polo out of ice and parked it on a London street, and Adidas suspended two footballers high above the streets of Tokyo for a death-defying kickabout. Guerrilla advertising shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themeselves, their ideas and their products. 68 international campaigns are featured, grouped according to their approach: street propaganda, site-specific media, sneaky manoeuvres, stunts, multi-fronted attack. Topical name Marca - Comunicação
Publicidade de guerrilha
Publicidade - Estratégia
Publicidade - Campanha CDU 658.8
 659
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
659 GAV(ing) Available IA15558
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The advertising industry is in a state of flux. In an age where we can choose what media we consume, the traditional channels of TV, press and poster are no longer always the most effective methods for a brand to reach its target audience. As a result, global brands are opting to implement ever more inventive and original schemes to get their projects talked about. Microsoft covered Manhattan in butterfly stickers, Volkswagen made a Polo out of ice and parked it on a London street, and Adidas suspended two footballers high above the streets of Tokyo for a death-defying kickabout.

Guerrilla advertising shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themeselves, their ideas and their products. 68 international campaigns are featured, grouped according to their approach: street propaganda, site-specific media, sneaky manoeuvres, stunts, multi-fronted attack.

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