Advertising Transformed: The New Rules for the Digital Age
- 2h 53m
- Fons Van Dyck
- Kogan Page
- 2014
The 20th century concept of advertising is dead, and it will have to reinvent itself in order to survive. Based on academic research but written in a comprehensible and digestible way, Advertising Transformed provides an in-depth analysis of the state of modern advertising and how it fits and works in conjunction with the plethora of new digital channels.
Branding and marketing expert Fons Van Dyck discusses the basics of how advertising works in marketing and communications planning today and addresses current advertising topics, such as whether a USP (unique selling proposition) or ESP (emotional selling proposition) works better and the power of “retro” in advertising.
For marketers who are unsure about where advertising now sits within their strategy, this book describes how to:
- make a brand grow over time
- build an “advertising ecosystem” that creates a relationship with their customers
- use consumers as brand ambassadors
- combine USPs, ESPs and “higher ideals” to build a personality, character and culture for products
Framing advertising as an essential part of marketing strategy, Advertising Transformed offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.
About the Author
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.
In this Book
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Advertising Transformed—The New Rules for the Digital Age
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Foreword by Luc Suykens
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Foreword by Stephan Loerke
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Preface
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Introduction—The era of major transition
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What is effective advertising?
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The Advertising Ecosystem
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Creativity is King
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Consumers as Advertising Creatives
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USP or ESP?
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Global or Local?
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Conscience or Cash?
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Old or New?
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Advertising and ROI
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The New Capitalism
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Conclusion: Advertising is Dead – Long Live Advertising
