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…mehr
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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 consulting. He teaches Brand Management and Marketing Communications courses at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as Stockholm School of Economics. Van Dyck writes a weekly column for Belgium's leading daily newspaper De Standaard about current trends in society and the world of marketing, communications and brands.
Inhaltsangabe
List of figures List of tables Foreword by Luc Suykens Foreword by Stephan Loerke Preface Acknowledgements Introduction: The Era of Major Transition Part 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 Part 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 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 Part 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 Conclusion: Advertising is dead -- long live advertising Index
List of figures List of tables Foreword by Luc Suykens Foreword by Stephan Loerke Preface Acknowledgements Introduction: The Era of Major Transition Part 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 Part 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 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 Part 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 Conclusion: Advertising is dead -- long live advertising Index
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
