The Resource Advertising transformed : the new rules for the digital age, Fons Van Dyck

Advertising transformed : the new rules for the digital age, Fons Van Dyck

Label
Advertising transformed : the new rules for the digital age
Title
Advertising transformed
Title remainder
the new rules for the digital age
Statement of responsibility
Fons Van Dyck
Creator
Subject
Genre
Language
  • eng
  • eng
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 hav
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Van Dyck, Fons
Dewey number
659.1
Illustrations
illustrations
Index
index present
Language note
English
LC call number
HF5823
LC item number
.V24 2014
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Advertising
  • Internet advertising
  • Digital media
Label
Advertising transformed : the new rules for the digital age, Fons Van Dyck
Instantiates
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • Contents; List of figures; List of tables; Foreword by Luc Suykens; Foreword by Stephan Loerke; Preface; Acknowledgements; Introduction; 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 effectivity04 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 subsidiariesAbility 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 value10 The new capitalism; Mirror, mirror on the wall. . .; Ethical advertising as the norm; The new capitalism; Conclusion: Advertising is dead -long live advertising; INDEX
Dimensions
unknown
Extent
1 online resource (200 p.)
Form of item
online
Isbn
9780749471491
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)1604372
  • (SSID)ssj0001107866
  • (PQKBManifestationID)11717319
  • (PQKBTitleCode)TC0001107866
  • (PQKBWorkID)11085719
  • (PQKB)10846113
  • (MiAaPQ)EBC1604372
  • (EXLCZ)992670000000502943
Label
Advertising transformed : the new rules for the digital age, Fons Van Dyck
Publication
Note
Description based upon print version of record
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
cr
Content category
text
Content type code
txt
Contents
  • Contents; List of figures; List of tables; Foreword by Luc Suykens; Foreword by Stephan Loerke; Preface; Acknowledgements; Introduction; 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 effectivity04 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 subsidiariesAbility 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 value10 The new capitalism; Mirror, mirror on the wall. . .; Ethical advertising as the norm; The new capitalism; Conclusion: Advertising is dead -long live advertising; INDEX
Dimensions
unknown
Extent
1 online resource (200 p.)
Form of item
online
Isbn
9780749471491
Media category
computer
Media type code
c
Specific material designation
remote
System control number
  • (EBL)1604372
  • (SSID)ssj0001107866
  • (PQKBManifestationID)11717319
  • (PQKBTitleCode)TC0001107866
  • (PQKBWorkID)11085719
  • (PQKB)10846113
  • (MiAaPQ)EBC1604372
  • (EXLCZ)992670000000502943

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