Coverart for item
The Resource Advertising transformed : the new rules for the digital age, Fons Van Dyck

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

Label
Advertising transformed : the new rules for the digital age
Title
Advertising transformed
Title remainder
the new rules for the digital age
Statement of responsibility
Fons Van Dyck
Creator
Subject
Language
eng
Summary
Framing advertising as an essential part of marketing strategy, this book offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age. The author synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. He covers 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, this book provides marketers with the insights and expertise to meet ever changing requirements and devise exciting campaigns that prove the continuing value of advertising
Cataloging source
DLC
http://library.link/vocab/creatorName
Van Dyck, Fons
Dewey number
659.1
Index
index present
LC call number
HF5823
LC item number
.V24 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Advertising
  • Internet advertising
  • Digital media
  • Advertising
  • Advertising
  • Digital media
  • Internet advertising
Label
Advertising transformed : the new rules for the digital age, Fons Van Dyck
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier.
Content category
text
Content type MARC source
rdacontent.
Contents
  • Machine generated contents note: pt. ONE The essence of advertising today -- 01.What is effective advertising? -- The advertising paradox -- The importance of the light buyer -- Direct and indirect effects of advertising -- What are Facebook fans really worth? -- 02.The advertising ecosystem -- Always in motion -- AIDA and ADIA: the best of both worlds -- Thresholds -- 03.Creativity is king -- Bad advertising can cost lots of money -- Creative advertising enhances brand recall -- Divergent or relevant? -- Creativity rhymes with effectivity -- 04.Consumers as advertising creatives -- Success factors for brands -- Personality makes the difference -- Co-creation with stakeholders -- pt. TWO Hybrid marketing -- 05.USP or ESP? -- How to make a difference -- USPs work for known brands -- Emotions sell -- 06.Global or local? -- Standardization vs adaptation -- Ready for a global advertising approach? -- Convergence of demand -- Comparable advertising regulations --
  • Contents note continued: The availability of media -- A comparable competitive position -- Competence of the advertising agency -- Global orientation -- International experience -- Autonomy of local subsidiaries -- Ability to build up brands -- Glocals and glaliens -- Values determine consumer preferences -- A nuanced picture -- 07.Conscience or cash? -- The CSR paradox -- How to avoid corporate hypocrisy -- Sustainable consumers don't exist -- Green advertising works -- Putting green in the picture -- Reputation as the icing on the cake -- 08.Old or new? -- Nostalgia in uncertain times -- Modern retro -- Thoughts for the future -- pt. THREE The reckoning -- 09.Advertising and ROI -- ROMI: Measuring is knowing -- Advertising in times of recession -- Do investors like advertising? -- Advertising or R&D? -- Strong brands have added financial value -- 10.The new capitalism -- Mirror, mirror on the wall... -- Ethical advertising as the norm -- The new capitalism --
  • Contents note continued: Conclusion: Advertising is dead - long live advertising
Control code
849204594
Dimensions
24 cm.
Extent
xxiv, 171 pages
Isbn
9780749471484
Lccn
2013044127
Media category
unmediated
Media MARC source
rdamedia.
System control number
(OCoLC)849204594
Label
Advertising transformed : the new rules for the digital age, Fons Van Dyck
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier MARC source
rdacarrier.
Content category
text
Content type MARC source
rdacontent.
Contents
  • Machine generated contents note: pt. ONE The essence of advertising today -- 01.What is effective advertising? -- The advertising paradox -- The importance of the light buyer -- Direct and indirect effects of advertising -- What are Facebook fans really worth? -- 02.The advertising ecosystem -- Always in motion -- AIDA and ADIA: the best of both worlds -- Thresholds -- 03.Creativity is king -- Bad advertising can cost lots of money -- Creative advertising enhances brand recall -- Divergent or relevant? -- Creativity rhymes with effectivity -- 04.Consumers as advertising creatives -- Success factors for brands -- Personality makes the difference -- Co-creation with stakeholders -- pt. TWO Hybrid marketing -- 05.USP or ESP? -- How to make a difference -- USPs work for known brands -- Emotions sell -- 06.Global or local? -- Standardization vs adaptation -- Ready for a global advertising approach? -- Convergence of demand -- Comparable advertising regulations --
  • Contents note continued: The availability of media -- A comparable competitive position -- Competence of the advertising agency -- Global orientation -- International experience -- Autonomy of local subsidiaries -- Ability to build up brands -- Glocals and glaliens -- Values determine consumer preferences -- A nuanced picture -- 07.Conscience or cash? -- The CSR paradox -- How to avoid corporate hypocrisy -- Sustainable consumers don't exist -- Green advertising works -- Putting green in the picture -- Reputation as the icing on the cake -- 08.Old or new? -- Nostalgia in uncertain times -- Modern retro -- Thoughts for the future -- pt. THREE The reckoning -- 09.Advertising and ROI -- ROMI: Measuring is knowing -- Advertising in times of recession -- Do investors like advertising? -- Advertising or R&D? -- Strong brands have added financial value -- 10.The new capitalism -- Mirror, mirror on the wall... -- Ethical advertising as the norm -- The new capitalism --
  • Contents note continued: Conclusion: Advertising is dead - long live advertising
Control code
849204594
Dimensions
24 cm.
Extent
xxiv, 171 pages
Isbn
9780749471484
Lccn
2013044127
Media category
unmediated
Media MARC source
rdamedia.
System control number
(OCoLC)849204594

Library Locations

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      38.947290 -92.328025
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