Advertising transformed : the new rules for the digital age / Fons Van Dyck.

Format:

Book

Author/Creator:

Van Dyck, Fons, author.

Contributor:

ebrary, Inc.

Elizabeth Kelsey Memorial Fund.

Language:

English

Subjects (All):

Advertising.

Advertising--Technological innovations.

Internet advertising.

Digital media.

Physical Description:

1 online resource (xxiv, 171 pages.)

Place of Publication:

London : Kogan Page Limited, 2014.

System Details:

text file

Summary:

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 adwomen 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 d 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. Book jacket.

Contents:

Part 1 The essence of advertising today 13

01 What is effective advertising? 15

The advertising paradox 16

The importance of the light buyer 17

Direct and indirect effects of advertising 19

What are Facebook fans really worth? 24

02 The advertising ecosystem 29

Always in motion 30

AIDA and ADIA: the best of both worlds 36

Thresholds 40

03 Creativity is king 45

Bad advertising can cost lots of money 45

Creative advertising enhances brand recall 46

Divergent or relevant? 48

Creativity rhymes with effectivity 53

04 Consumers as advertising creatives 59

Success factors for brands 61

Personality makes the difference 64

Co-creation with stakeholders 69

Part 2 Hybrid marketing 75

05 USP or ESP? 77

How to make a difference 77

USPs work for known brands 79

Emotions sell 82

06 Global or local? 87

Standardization vs adaptation 87

Ready for a global advertising approach? 89

Convergence of demand 90

Comparable advertising regulations 90

The availability of media 90

A comparable competitive position 91

Competence of the advertising agency 91

Global orientation 92

International experience 92

Autonomy of local subsidiaries 92

Ability to build up brands 93

Glocals and glaliens 94

Values determine consumer preferences 97

A nuanced picture 98

07 Conscience or cash? 103

The CSR paradox 103

How to avoid corporate hypocrisy 105

Sustainable consumers don't exist 107

Green advertising works 109

Putting green in the picture 110

Reputation as the icing on the cake 112

08 Old or new? 117

Nostalgia in uncertain times 118

Modern retro 121

Thoughts for the future 124

Part 3 The reckoning 129

09 Advertising and ROI 131

ROMI: Measuring is knowing 132

Advertising in times of recession 134

Do investors like advertising? 138

Advertising or R&D? 140

Strong brands have added financial value 141

10 The new capitalism 145

Mirror, mirror on the wall... 146

Ethical advertising as the norm 148

The new capitalism 151.

Notes:

Description based on print version record.

Includes bibliographical references and index.

Electronic reproduction. Palo Alto, Calif. Available via World Wide Web.

Local Notes:

Acquired for the Penn Libraries with assistance from the Elizabeth Kelsey Memorial Fund.

ISBN:

0749471492

9780749471491

Publisher Number:

99959795338

Access Restriction:

Restricted for use by site license.