Advertising Transformed

The New Rules for the Digital Age
1. Auflage 2014
ISBN: 978-0-7494-7148-4
Verlag: Kogan Page

Buch, Englisch, 200 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 313 g

Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works. Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.

Autoren/Hrsg.

Dyck, Fons Van

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

• • Chapter - 00: Introduction: The era of major transition;
• Section - ONE: The essence of advertising today;
• • Chapter - 01: What is effective advertising?;
  • Chapter - 02: The advertising ecosystem;
  • Chapter - 03: Creativity is king;
  • Chapter - 04: Consumers as advertising creatives;
• Section - TWO: Hybrid marketing;
• • Chapter - 05: USP or ESP?;
  • Chapter - 06: Global or local?;
  • Chapter - 07: Conscience or cash?;
  • Chapter - 08: Old or new?;
• Section - THREE: The reckoning;
• • Chapter - 09: Advertising and ROI;
  • Chapter - 10: The new capitalism

Über Autor(innen)

Dyck, Fons Van
Fons Van Dyck is a recognised expert and strategic adviser in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specialising in brand consultancy.

Fons Van Dyck teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.

Fons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.