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

ISBN: 9780749471484

Published: February 28th 2014

Paperback

196 pages


Description

Advertising Transformed: The New Rules for the Digital Age  by  Fons Van Dyck

Advertising Transformed: The New Rules for the Digital Age by Fons Van Dyck
February 28th 2014 | Paperback | PDF, EPUB, FB2, DjVu, talking book, mp3, RTF | 196 pages | ISBN: 9780749471484 | 7.18 Mb

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: Dead or Aliveprovides an in-depth analysis of theMoreThe 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: Dead or Alive 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) work better and the power of “retro” in advertising.For marketers who are unsure about where advertising now sits within their strategy, this book teaches them 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 productsFraming advertising as an essential part of marketing strategy, Advertising: Dead or Alive offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.



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