Fons Van Dyck

Advertising Transformed (eBook, ePUB)

The New Rules for the Digital Age

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 200
• Erscheinungstermin: 3. Februar 2014
• Englisch
• ISBN-13: 9780749471491
• Artikelnr.: 40430226

Autorenporträt

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.

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