Advertising Evolution
Quando il mercato cambia, il marketing risponde
THE ADVERTISING EVOLUTION WORKSHOP
offers a detailed overview of advertising campaigns which have changed how communication is approached. The initiative dissects impactful advertising campaigns, creative and strategic, analysing them alongside changes in the market and the social evolution of consumers. Important insights can be drawn by studying of masters, great communicators and advertisers.Zanolio workshop offers students a unique viewpoint on the evolution of advertising with topics divided by decade; coupled with commentary and anecdotes on the significance of each campaign, providing useful tools for analysis.
THE TOPICS
- The rational advertising of Rosser Reeves: the invention of the USP
- Claude C. Hopkins: Scientific Advertising
- Bill Bernbach's creative revolution
- The target is your wife: David Ogilvy
- Jack Trout and Al Ries: positioning
- The star strategy of Jacques Séguéla
- From consumer to prosumer
- From madmen to mathmen
- Final considerations and creative activities
“Forget the academic texts and the infinite number of Marketing experts that we find on the web. Theory is fine, but practice has more value. Learn from the experience of masterminds gone before”. (Luigi Zanolio)
For more information: download the program
Speaker
Luigi
Zanolio
CEO
Alternative Group
An engineering graduate and CEO of the Alternative Group communication agency, Luigi Zanolio values the impact of communication and innovation. In 2001 he founded Luis.it, a company specialised in both traditional and contemporary communication practices. Today, building on this experience, Zanolio is solving a new challenge within the Communication market: harmonising creativity and a data-driven scientific approach.
With Alternative Group Srl and Mat Mau Srl, the Bolognese entrepreneur has applied Communication 4.0 methodology to Advertising, Marketing, audio, video, publishing, and web-based mediums.
Luigi Zanolio also worked as a director - ‘Un posto with Stefano Accorsi’ (1992) and a documentary on the life of Alberto Manzi - and has collaborated with Kimbo, Guaber, Coswell, Bologna Festival, AgaveFarmaceutici, AlfaWasserman, Hermess, Smeg, Monari Federzoni, Fabbri, Bonomelli, Riccardo Muti Music along with many other international brands.
BY
Alternative Group
Marketing & Communication
Alternative Group is a hybrid of a creative, ideation lab, and an efficient, cutting-edge, start-up. With a goal, not to advertise, but to focus on solving individual clients' business challenges. How? Smart working with the best international talent.
Sponsor
Alternative Group
Marketing & Communication
Alternative Group is a hybrid of a creative, ideation lab, and an efficient, cutting-edge, start-up. With a goal, not to advertise, but to focus on solving individual clients' business challenges. How? Smart working with the best international talent.