THIS IS ADVERTISING

Advertising has changed. In today's world of multimedia and digitaltechnology, the industry must find ways to build new relationships betweenbrands and their audience, to make each product relevant as well asdesirable. No longer is a simple television advertisement enough; brandsneed to communicate with their audience through all different kinds ofmedia. This is Advertising addresses the changes that are occurring withinadvertising, from the perspective of key figures within the industry. Eachdeals with a key emerging trend - digital, branded, ambient, integrated,and self-initiated. Featuring in total over 80 projects as well asten-in-depth interviews by a selection of leading advertising figures, itoffers an insightful overview for students or anyone involved with orinterested in the current world of advertising.