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Product Description
Product Description
Advertising is changing fast, in order to hold its own in an ever-changing media landscape. The traditional channels of TV, press and poster simply won't reach some target audiences. Instead, clients demand project-specific solutions involving social media networks, stunts in public places, street propaganda and more. This book showcases the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. Projects include: giant afro combs stuck in topiaried shrubs to promote a play set in a barber shop; an inflatable pig wedged between two skinny Manhattan buildings to advertise dental floss; musical grooves in a road, only audible if you drive at the safe limit of 40 mph; street buskers launching a new Oasis album in New York. Over 70 international campaigns are featured, grouped according to their approach: Stunts, Street Propaganda, Sneaky Tactics, Site-specific campaigns and Multi-fronted attacks. (1st edition: 9781856694704)
About the Author
Gavin Lucas lives in London and is Senior Writer at the leading communication arts journal and blog Creative Review. He is the author of Guerrilla Advertising (2006) and Badge Button Pin (2007), both published by Laurence King, and has contributed features and reviews to magazines including Wonderland, Plastique and Le Cool.
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Most Helpful Customer Reviews
Format:Paperback|Amazon Verified Purchase
This is a follow up to the original Guerrilla Advertising: Unconventional Brand Communication. Published five years later, Guerrilla Advertising 2 provides more inspiring examples of successful guerrilla marketing campaigns.
As with the first book, the introduction is short and snappy - it takes a few minutes to read, but does a good job of explaining why guerrilla marketing has become an important channel for companies looking to reach their target audiences. If you're after deep analysis of guerrilla marketing (pros, cons, what works, what doesn't, how to do it etc), then you'll be disappointed (in that case, you may wish to consider Guerrilla Marketing and/or Guerrilla Marketing for Social Media: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits). However, Guerrilla Advertising 2 does not set out to be anything other than something that you pick up for inspiration or reference.
More than 60 international campaigns are featured, grouped according to their approach: Stunts, Street Propaganda, Sneaky Manoeuvres, Site-specific and Multi-fronted Attacks. These campaigns include giant afro combs stuck in topiaried shrubs to promote a play set in a barber shop; an inflatable pig wedged between two Manhattan buildings to advertise dental floss; and street buskers launching a new Oasis album in New York. The campaigns cover a plethora of products and services from all over the world. The book is A4 size and the examples are reproduced on excellent paper stock. Campaigns are dedicated either have a page, two pages or, in a few cases, several pages - covered by a generous number of photos, campaign credits and a couple of paragraphs providing basic information on the example.
What is slightly disappointing is that the featured campaigns showcase work from the big brands (T Mobile, Pizza Hut, Virgin Trains, Adidas, to name a few). For me, the book could have been more balanced if it had featured campaigns from smaller companies - those that aren't global brands or that don't have millions for marketing. Personally, guerrilla marketing really comes to the fore when smaller brands run successful campaigns.
Overall, this book will be useful to anyone interested in or thinking about launching a guerrilla marketing campaign. It's a book that is for inspiration and to act as a reference. Given many of these campaigns can be seen on the internet, I'd like to see an online version of this book, with links to the examples.
This book is not if for you if you are looking for an academic text/deep research into guerrilla marketing; nor is it for anyone who wants to learn how to plan and develop your campaigns.
As with the first book, the introduction is short and snappy - it takes a few minutes to read, but does a good job of explaining why guerrilla marketing has become an important channel for companies looking to reach their target audiences. If you're after deep analysis of guerrilla marketing (pros, cons, what works, what doesn't, how to do it etc), then you'll be disappointed (in that case, you may wish to consider Guerrilla Marketing and/or Guerrilla Marketing for Social Media: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits). However, Guerrilla Advertising 2 does not set out to be anything other than something that you pick up for inspiration or reference.
More than 60 international campaigns are featured, grouped according to their approach: Stunts, Street Propaganda, Sneaky Manoeuvres, Site-specific and Multi-fronted Attacks. These campaigns include giant afro combs stuck in topiaried shrubs to promote a play set in a barber shop; an inflatable pig wedged between two Manhattan buildings to advertise dental floss; and street buskers launching a new Oasis album in New York. The campaigns cover a plethora of products and services from all over the world. The book is A4 size and the examples are reproduced on excellent paper stock. Campaigns are dedicated either have a page, two pages or, in a few cases, several pages - covered by a generous number of photos, campaign credits and a couple of paragraphs providing basic information on the example.
What is slightly disappointing is that the featured campaigns showcase work from the big brands (T Mobile, Pizza Hut, Virgin Trains, Adidas, to name a few). For me, the book could have been more balanced if it had featured campaigns from smaller companies - those that aren't global brands or that don't have millions for marketing. Personally, guerrilla marketing really comes to the fore when smaller brands run successful campaigns.
Overall, this book will be useful to anyone interested in or thinking about launching a guerrilla marketing campaign. It's a book that is for inspiration and to act as a reference. Given many of these campaigns can be seen on the internet, I'd like to see an online version of this book, with links to the examples.
This book is not if for you if you are looking for an academic text/deep research into guerrilla marketing; nor is it for anyone who wants to learn how to plan and develop your campaigns.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
1 review
Awesome book for ideas
7 Dec 2011
Format:Paperback|Amazon Verified Purchase
Beautiful book and very inspirational as a small business owner. I saw a review of the product on CoolHunting.com and it lived up to their praise. It's great to see what some of the creatives come up with to promote products in ways and mediums that many of us might have never considered. Also makes a great coffee table book as it has large, beautiful glossy photos of all the ad. campaigns they editorialize. My only (minor) qualm is that it lends itself so naturally to being a coffee table book that I wish they had offered a hard cover version when I made my purchase, perhaps they have one now or plan on introducing it down the line.
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