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Gavin Lucas is Staff Writer at the leading monthly communication arts journal Creative Review. Mike Dorrian has been a designer for the last 13 years. He has co-edited and designed numerous books, including the highly successful Business Cards (Laurence King).
Guerrilla Advertising is 'the' book companion for all those who want original inspiring advertising campaigns from the world's best agencies around. With witty campaigns showing advertisers who think outside the box guaranteeing satisfaction with whats inside.
For example, to celebrate the launch of Spiderman an advertising campaign was produced by putting inside the Men's Toilets a cubicle near the ceiling. Who of course to use that cubicle? Well Spiderman of course.
Examples such as this gives an insight into how simple and in-depth advertisers think in today's world. Information from companies are also included with the images explaining how and why these ideas were used.
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Many books on advertising fail on two points: first, the author(s) tend to have a highly inflated opinion of themselves/their work and have a highly polarized view of what they consider 'good work'. Second, the books fail to acknowledge modern advertising, preferring instead to focus on adverts from the 60s, 70s and 80s.
This is where Guerrilla Marketing succeeds. It's modern, insightful and inspirational. There's a short and insightful foreward, and a straight-to-the-point introduction - both succinctly explaining the state of modern 'advertising' and how those in communication/advertising/marketing need to adapt or die. The book then presents scores of international 'guerrilla' marketing campaigns. (For guerrilla, read non-traditional). There's more than 70 in this book, covering all kinds of products and industries from all over the world. Some campaigns have been produced on huge budgets, but it's nice to see more cost-effective campaigns too.
The high quality paper make the reproductions come to life and are accompanied by a couple of paragraphs of text. Nothing detailed or academic - just a short précis of the work.