Title Advertising Transformed : the New Rules for the Digital Age / Fons Van Dyck

Published London : Kogan Page, 2014

Table of Contents
	List of figures					ix
	List of tables					xi
	Foreword / Luc Suykens					xiii
	Foreword / Stephan Loerke					xvii
	Preface					xix
	Acknowledgements					xxiii
	Introduction: The era of major transition					1
pt. ONE	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
pt. TWO	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
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
	Conclusion: Advertising is dead - long live advertising					157
	Index					165

Click on the following:
ProQuest Ebook Central

Copies

Description 1 online resource (200 pages) : illustrations Contents 01 What is effective advertising? -- 02 The advertising ecosystem -- 03 Creativity is king -- 04 Consumers as advertising creatives -- USP or ESP? -- 06 Global or local? -- 07 Conscience or cash? -- 08 Old or new? -- 09 Advertising and ROI -- 10 The new capitalism Summary Is advertising dead or alive? Quite simply the 20th century concept of advertising is dead and it will have to reinvent itself in order to survive. This transformation is going on as we speak. Brands that invest in advertising during an economic recession prove to overcome them quicker as times of crisis are typically moments when consumers' mental pecking order is being shaken up. When brand market shares are shifting advertising can be a determining factor for the future of brands. In Advertising: dead or alive, Fons Van Dyck offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age. He discusses the basics of how advertising works in marketing and communications planning today. What is the core target group of advertising? Which strategy works best? Does social media mean the end of advertising? Why is the integration of marketing and communication becoming increasingly important? Are consumers better at advertising? He addresses current advertising practice. What works best: a USP (unique selling proposition) or ESP (emotional selling proposition)? Is the future of advertising global or local? Is 'green' really a sales argument, and if it is, for what type of customer? What is the power of 'retro' in advertising? He explores what academic evidence is available today that demonstrates the added value of marketing and advertising for companies and organisations, even in times of economic recession and concludes by focusing on some of the most important topics of criticism brands and advertising in particular are facing and on how brands are responding. Backed by case studies of Effie Winning brands this book gives the reader concise and accessible insights into the modern form of advertising Bibliography Includes bibliographical references and index Notes English Print version record Subject Advertising. Advertising -- Technological innovations Internet advertising. Digital media. Advertising. BUSINESS & ECONOMICS -- Advertising & Promotion. Advertising Advertising -- Technological innovations Digital media Internet advertising Advertising. Form Electronic book ISBN 1306406730 9781306406734 9780749471491 0749471492 0749471484 9780749471484

  Permalink