Campaigns that shook the world :: the evolution of public relations /
"Over the past four decades, a series of groundbreaking PR campaigns have helped shape popular culture and influence public opinion. With a foreword from WPP CEO Martin Sorrell, Campaigns that Shook the World provides the inside story on 9 of these pivotal campaigns, and explores what made them...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia :
Kogan Page,
2015.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "Over the past four decades, a series of groundbreaking PR campaigns have helped shape popular culture and influence public opinion. With a foreword from WPP CEO Martin Sorrell, Campaigns that Shook the World provides the inside story on 9 of these pivotal campaigns, and explores what made them successful. It examines their strategy and tactics, the imagery and icons they created, and the powerful personalities behind them. Each chapter is built around extended case studies (Dove's Campaign for Real Beauty, London 2012 Olympic Games), and provides an accessible account of modern PR and its interaction with cultural icons, such as the Royal Family, Margaret Thatcher, David Beckham, the Rolling Stones, and newsworthy events, including Barack Obama's 2008 Presidential campaign. Casting an eye over a selection of thrilling developments in music, sports, politics, media, and public life, author Danny Rogers grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for both good and bad."-- "Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following and celebrating the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day: - explaining their strategy and tactics - looking at the imagery and icons they created - interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects. Each chapter is built around extended case studies including Thatcherism (1979), New Labour, The Royal Family, The Rolling Stones (1981), David Beckham, London 2012, Product [RED], The Obama Campaign (2008) and Dove Real Beauty. Featuring campaigns by Saatchi & Saatchi, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies, Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others"-- |
| Beschreibung: | Includes index. |
| Beschreibung: | 1 online resource |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 9780749475109 0749475102 |
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| 245 | 1 | 0 | |a Campaigns that shook the world : |b the evolution of public relations / |c Danny Rogers ; foreword by Martin Sorrell. |
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| 520 | |a "Over the past four decades, a series of groundbreaking PR campaigns have helped shape popular culture and influence public opinion. With a foreword from WPP CEO Martin Sorrell, Campaigns that Shook the World provides the inside story on 9 of these pivotal campaigns, and explores what made them successful. It examines their strategy and tactics, the imagery and icons they created, and the powerful personalities behind them. Each chapter is built around extended case studies (Dove's Campaign for Real Beauty, London 2012 Olympic Games), and provides an accessible account of modern PR and its interaction with cultural icons, such as the Royal Family, Margaret Thatcher, David Beckham, the Rolling Stones, and newsworthy events, including Barack Obama's 2008 Presidential campaign. Casting an eye over a selection of thrilling developments in music, sports, politics, media, and public life, author Danny Rogers grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for both good and bad."-- |c Provided by publisher | ||
| 520 | |a "Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following and celebrating the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day: - explaining their strategy and tactics - looking at the imagery and icons they created - interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects. Each chapter is built around extended case studies including Thatcherism (1979), New Labour, The Royal Family, The Rolling Stones (1981), David Beckham, London 2012, Product [RED], The Obama Campaign (2008) and Dove Real Beauty. Featuring campaigns by Saatchi & Saatchi, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies, Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others"-- |c Provided by publisher | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher -- 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party -- 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 03 A right royal renaissance: Rescuing the British Monarchy -- 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones -- 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 05 A way beyond football: Brand David Beckham -- 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 06 Inspiring a generation: London 2012 Olympic Games -- 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing -- 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded ... 08 The audacity of hope: Obama for America -- 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 09 Campaign for Real Beauty: Dove -- 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals -- now and in the future -- Index. | |
| 500 | |a Includes index. | ||
| 504 | |a Includes bibliographical references and index. | ||
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| 650 | 0 | |a Advertising campaigns |v Case studies. | |
| 650 | 0 | |a Political campaigns |v Case studies. | |
| 650 | 0 | |a Branding (Marketing) |v Case studies. | |
| 650 | 0 | |a Public relations |v Case studies. | |
| 650 | 6 | |a Campagnes publicitaires |v Études de cas. | |
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| contents | Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher -- 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party -- 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 03 A right royal renaissance: Rescuing the British Monarchy -- 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones -- 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 05 A way beyond football: Brand David Beckham -- 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 06 Inspiring a generation: London 2012 Olympic Games -- 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing -- 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded ... 08 The audacity of hope: Obama for America -- 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 09 Campaign for Real Beauty: Dove -- 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals -- now and in the future -- Index. |
| ctrlnum | (OCoLC)922889411 |
| dewey-full | 659.1/13 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| dewey-search | 659.1/13 |
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| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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Casting an eye over a selection of thrilling developments in music, sports, politics, media, and public life, author Danny Rogers grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for both good and bad."--</subfield><subfield code="c">Provided by publisher</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">"Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following and celebrating the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day: - explaining their strategy and tactics - looking at the imagery and icons they created - interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects. Each chapter is built around extended case studies including Thatcherism (1979), New Labour, The Royal Family, The Rolling Stones (1981), David Beckham, London 2012, Product [RED], The Obama Campaign (2008) and Dove Real Beauty. Featuring campaigns by Saatchi & Saatchi, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies, Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others"--</subfield><subfield code="c">Provided by publisher</subfield></datafield><datafield tag="588" ind1="0" ind2=" "><subfield code="a">Print version record.</subfield></datafield><datafield tag="505" ind1="0" ind2=" "><subfield code="a">Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher -- 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party -- 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 03 A right royal renaissance: Rescuing the British Monarchy -- 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones -- 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 05 A way beyond football: Brand David Beckham -- 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 06 Inspiring a generation: London 2012 Olympic Games -- 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing -- 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded ... 08 The audacity of hope: Obama for America -- 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 09 Campaign for Real Beauty: Dove -- 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals -- now and in the future -- Index.</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes index.</subfield></datafield><datafield tag="504" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index.</subfield></datafield><datafield tag="610" ind1="2" ind2="7"><subfield code="a">Universität Kassel</subfield><subfield code="b">Stabsstelle Kommunikation und Marketing</subfield><subfield code="2">gnd</subfield><subfield code="0">http://d-nb.info/gnd/1068101032</subfield></datafield><datafield tag="650" ind1=" " ind2="0"><subfield 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| genre | Case studies fast Case studies. lcgft http://id.loc.gov/authorities/genreForms/gf2017026140 Études de cas. rvmgf |
| genre_facet | Case studies Case studies. Études de cas. |
| id | ZDB-4-EBU-ocn922889411 |
| illustrated | Not Illustrated |
| indexdate | 2024-11-26T14:49:20Z |
| institution | BVB |
| isbn | 9780749475109 0749475102 |
| language | English |
| oclc_num | 922889411 |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource |
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| publishDate | 2015 |
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| spelling | Rogers, Danny, author. https://id.oclc.org/worldcat/entity/E39PCjB4bDjYbRgXgQdD7xjP8K http://id.loc.gov/authorities/names/n2015051521 Campaigns that shook the world : the evolution of public relations / Danny Rogers ; foreword by Martin Sorrell. London ; Philadelphia : Kogan Page, 2015. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier data file "Over the past four decades, a series of groundbreaking PR campaigns have helped shape popular culture and influence public opinion. With a foreword from WPP CEO Martin Sorrell, Campaigns that Shook the World provides the inside story on 9 of these pivotal campaigns, and explores what made them successful. It examines their strategy and tactics, the imagery and icons they created, and the powerful personalities behind them. Each chapter is built around extended case studies (Dove's Campaign for Real Beauty, London 2012 Olympic Games), and provides an accessible account of modern PR and its interaction with cultural icons, such as the Royal Family, Margaret Thatcher, David Beckham, the Rolling Stones, and newsworthy events, including Barack Obama's 2008 Presidential campaign. Casting an eye over a selection of thrilling developments in music, sports, politics, media, and public life, author Danny Rogers grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for both good and bad."-- Provided by publisher "Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following and celebrating the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day: - explaining their strategy and tactics - looking at the imagery and icons they created - interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects. Each chapter is built around extended case studies including Thatcherism (1979), New Labour, The Royal Family, The Rolling Stones (1981), David Beckham, London 2012, Product [RED], The Obama Campaign (2008) and Dove Real Beauty. Featuring campaigns by Saatchi & Saatchi, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies, Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others"-- Provided by publisher Print version record. Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher -- 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party -- 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 03 A right royal renaissance: Rescuing the British Monarchy -- 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones -- 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 05 A way beyond football: Brand David Beckham -- 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 06 Inspiring a generation: London 2012 Olympic Games -- 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing -- 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded ... 08 The audacity of hope: Obama for America -- 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 09 Campaign for Real Beauty: Dove -- 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals -- now and in the future -- Index. Includes index. Includes bibliographical references and index. Universität Kassel Stabsstelle Kommunikation und Marketing gnd http://d-nb.info/gnd/1068101032 Advertising campaigns Case studies. Political campaigns Case studies. Branding (Marketing) Case studies. Public relations Case studies. Campagnes publicitaires Études de cas. Stratégie de marque Études de cas. Relations publiques Études de cas. Sales & Marketing. bicssc BUSINESS & ECONOMICS Public Relations. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh LANGUAGE ARTS & DISCIPLINES Communication Studies. bisacsh SOCIAL SCIENCE Popular Culture. bisacsh BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising campaigns fast Branding (Marketing) fast Political campaigns fast Public relations fast Werbekampagne gnd http://d-nb.info/gnd/4134093-0 Politische Kampagne gnd Public relations. thema Sales and marketing. thema Business and Management. ukslc Case studies fast Case studies. lcgft http://id.loc.gov/authorities/genreForms/gf2017026140 Études de cas. rvmgf has work: Campaigns that shook the world (Text) https://id.oclc.org/worldcat/entity/E39PCFGYCFyyYM4cC7X3tb7rbd https://id.oclc.org/worldcat/ontology/hasWork Print version: Rogers, Danny. Campaigns that shook the world 9780749475093 (DLC) 2015031271 (OCoLC)919068242 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1076028 Volltext |
| spellingShingle | Rogers, Danny Campaigns that shook the world : the evolution of public relations / Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher -- 1978-1979 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party -- 1994-2005 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 03 A right royal renaissance: Rescuing the British Monarchy -- 1997-2011 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones -- 1981-1982 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 05 A way beyond football: Brand David Beckham -- 1998-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 06 Inspiring a generation: London 2012 Olympic Games -- 2005-2012 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing -- 2006-2014 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The wider context -- The context -- The objective -- The strategy -- How the narrative unfolded ... 08 The audacity of hope: Obama for America -- 2006-2008 -- Introduction -- Why the campaign shook the world -- Why was the campaign great? What did it change and exemplify in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 09 Campaign for Real Beauty: Dove -- 2003-2013 -- Introduction -- Why the campaign shook the world -- Why is the campaign great? What has it changed and exemplified in the comms world? -- Which people drove the campaign? The cast -- The context -- The objective -- The strategy -- How the narrative unfolded ... 10 Conclusions: A manifesto for the great campaigns of the future -- The elements that make campaigns truly great -- Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair -- Other campaigns on the verge of greatness? -- The qualities of great communications professionals -- now and in the future -- Index. Universität Kassel Stabsstelle Kommunikation und Marketing gnd http://d-nb.info/gnd/1068101032 Advertising campaigns Case studies. Political campaigns Case studies. Branding (Marketing) Case studies. Public relations Case studies. Campagnes publicitaires Études de cas. Stratégie de marque Études de cas. Relations publiques Études de cas. Sales & Marketing. bicssc BUSINESS & ECONOMICS Public Relations. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh LANGUAGE ARTS & DISCIPLINES Communication Studies. bisacsh SOCIAL SCIENCE Popular Culture. bisacsh BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising campaigns fast Branding (Marketing) fast Political campaigns fast Public relations fast Werbekampagne gnd http://d-nb.info/gnd/4134093-0 Politische Kampagne gnd Public relations. thema Sales and marketing. thema Business and Management. ukslc |
| subject_GND | http://d-nb.info/gnd/1068101032 http://d-nb.info/gnd/4134093-0 http://id.loc.gov/authorities/genreForms/gf2017026140 |
| title | Campaigns that shook the world : the evolution of public relations / |
| title_auth | Campaigns that shook the world : the evolution of public relations / |
| title_exact_search | Campaigns that shook the world : the evolution of public relations / |
| title_full | Campaigns that shook the world : the evolution of public relations / Danny Rogers ; foreword by Martin Sorrell. |
| title_fullStr | Campaigns that shook the world : the evolution of public relations / Danny Rogers ; foreword by Martin Sorrell. |
| title_full_unstemmed | Campaigns that shook the world : the evolution of public relations / Danny Rogers ; foreword by Martin Sorrell. |
| title_short | Campaigns that shook the world : |
| title_sort | campaigns that shook the world the evolution of public relations |
| title_sub | the evolution of public relations / |
| topic | Universität Kassel Stabsstelle Kommunikation und Marketing gnd http://d-nb.info/gnd/1068101032 Advertising campaigns Case studies. Political campaigns Case studies. Branding (Marketing) Case studies. Public relations Case studies. Campagnes publicitaires Études de cas. Stratégie de marque Études de cas. Relations publiques Études de cas. Sales & Marketing. bicssc BUSINESS & ECONOMICS Public Relations. bisacsh BUSINESS & ECONOMICS Marketing General. bisacsh LANGUAGE ARTS & DISCIPLINES Communication Studies. bisacsh SOCIAL SCIENCE Popular Culture. bisacsh BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising campaigns fast Branding (Marketing) fast Political campaigns fast Public relations fast Werbekampagne gnd http://d-nb.info/gnd/4134093-0 Politische Kampagne gnd Public relations. thema Sales and marketing. thema Business and Management. ukslc |
| topic_facet | Universität Kassel Stabsstelle Kommunikation und Marketing Advertising campaigns Case studies. Political campaigns Case studies. Branding (Marketing) Case studies. Public relations Case studies. Campagnes publicitaires Études de cas. Stratégie de marque Études de cas. Relations publiques Études de cas. Sales & Marketing. BUSINESS & ECONOMICS Public Relations. BUSINESS & ECONOMICS Marketing General. LANGUAGE ARTS & DISCIPLINES Communication Studies. SOCIAL SCIENCE Popular Culture. BUSINESS & ECONOMICS Advertising & Promotion. Advertising campaigns Branding (Marketing) Political campaigns Public relations Werbekampagne Politische Kampagne Public relations. Sales and marketing. Business and Management. Case studies Case studies. Études de cas. |
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