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Author Van Dyck, Fons.

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

Imprint London : Kogan Page, 2014.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (200 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references and index.
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.
Note Print version record.
Language English.
Subject Advertising.
Advertising -- Technological innovations.
Internet advertising.
Digital media.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Advertising. (OCoLC)fst00797511
Advertising -- Technological innovations. (OCoLC)fst00797782
Digital media. (OCoLC)fst00893716
Internet advertising. (OCoLC)fst00977220
Genre/Form Electronic books.
Other Form: Print version: 9781306406734
ISBN 1306406730 (electronic bk.)
9781306406734 (electronic bk.)
9780749471491 (electronic bk.)
0749471492 (electronic bk.)
Standard No. ebc1604372
AU@ 000052911486
AU@ 000053212243
AU@ 000053308362
CHNEW 000695069
CHNEW 000695076
DEBBG BV042742644
DEBBG BV043607270
DEBSZ 405578008
DEBSZ 449410897
NZ1 15697471
NZ1 15910660

Available items only