Advertising Transformed: the New Rules for the Digital Age
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Kogan Page
2014
|
| Subjects: | |
| Online Access: | FLA01 |
| Item Description: | Print version record |
| Physical Description: | 1 online resource (200 pages) illustrations |
| ISBN: | 1306406730 9781306406734 9780749471491 0749471492 0749471484 9780749471484 |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV046101231 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 190813s2014 |||| o||u| ||||||eng d | ||
| 020 | |a 1306406730 |9 1-306-40673-0 | ||
| 020 | |a 9781306406734 |9 978-1-306-40673-4 | ||
| 020 | |a 9780749471491 |9 978-0-7494-7149-1 | ||
| 020 | |a 0749471492 |9 0-7494-7149-2 | ||
| 020 | |a 0749471484 |9 0-7494-7148-4 | ||
| 020 | |a 9780749471484 |9 978-0-7494-7148-4 | ||
| 035 | |a (ZDB-4-EBU)ocn869519908 | ||
| 035 | |a (OCoLC)869519908 | ||
| 035 | |a (DE-599)BVBBV046101231 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 082 | 0 | |a 659.1 | |
| 100 | 1 | |a Van Dyck, Fons |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Advertising Transformed |b the New Rules for the Digital Age |c Fons Van Dyck |
| 264 | 1 | |a London |b Kogan Page |c 2014 | |
| 300 | |a 1 online resource (200 pages) |b illustrations | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Print version record | ||
| 505 | 8 | |a 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 | |
| 546 | |a English | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Advertising / Technological innovations |2 fast | |
| 650 | 7 | |a Digital media |2 fast | |
| 650 | 7 | |a Internet advertising |2 fast | |
| 650 | 4 | |a Advertising |a Advertising |x Technological innovations |a Internet advertising |a Digital media | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 9781306406734 |
| 912 | |a ZDB-4-EBU | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-031482009 | ||
| 966 | e | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=845642 |l FLA01 |p ZDB-4-EBU |q FLA_PDA_EBU |x Aggregator |3 Volltext | |
Record in the Search Index
| _version_ | 1804180408594595840 |
|---|---|
| any_adam_object | |
| author | Van Dyck, Fons |
| author_facet | Van Dyck, Fons |
| author_role | aut |
| author_sort | Van Dyck, Fons |
| author_variant | d f v df dfv |
| building | Verbundindex |
| bvnumber | BV046101231 |
| collection | ZDB-4-EBU |
| contents | 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 |
| ctrlnum | (ZDB-4-EBU)ocn869519908 (OCoLC)869519908 (DE-599)BVBBV046101231 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03480nmm a2200469zc 4500</leader><controlfield tag="001">BV046101231</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">190813s2014 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1306406730</subfield><subfield code="9">1-306-40673-0</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781306406734</subfield><subfield code="9">978-1-306-40673-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749471491</subfield><subfield code="9">978-0-7494-7149-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749471492</subfield><subfield code="9">0-7494-7149-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749471484</subfield><subfield code="9">0-7494-7148-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749471484</subfield><subfield code="9">978-0-7494-7148-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-4-EBU)ocn869519908</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)869519908</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV046101231</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Van Dyck, Fons</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising Transformed</subfield><subfield code="b">the New Rules for the Digital Age</subfield><subfield code="c">Fons Van Dyck</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2014</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (200 pages)</subfield><subfield code="b">illustrations</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Print version record</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="546" ind1=" " ind2=" "><subfield code="a">English</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Advertising & Promotion</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising / Technological innovations</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Digital media</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Internet advertising</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising</subfield><subfield code="a">Advertising</subfield><subfield code="x">Technological innovations</subfield><subfield code="a">Internet advertising</subfield><subfield code="a">Digital media</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">9781306406734</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-EBU</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-031482009</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=845642</subfield><subfield code="l">FLA01</subfield><subfield code="p">ZDB-4-EBU</subfield><subfield code="q">FLA_PDA_EBU</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV046101231 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T08:35:17Z |
| institution | BVB |
| isbn | 1306406730 9781306406734 9780749471491 0749471492 0749471484 9780749471484 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031482009 |
| oclc_num | 869519908 |
| open_access_boolean | |
| physical | 1 online resource (200 pages) illustrations |
| psigel | ZDB-4-EBU ZDB-4-EBU FLA_PDA_EBU |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Van Dyck, Fons Verfasser aut Advertising Transformed the New Rules for the Digital Age Fons Van Dyck London Kogan Page 2014 1 online resource (200 pages) illustrations txt rdacontent c rdamedia cr rdacarrier Print version record 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 English BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Technological innovations fast Digital media fast Internet advertising fast Advertising Advertising Technological innovations Internet advertising Digital media Erscheint auch als Druck-Ausgabe 9781306406734 |
| spellingShingle | Van Dyck, Fons Advertising Transformed the New Rules for the Digital Age 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 BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Technological innovations fast Digital media fast Internet advertising fast Advertising Advertising Technological innovations Internet advertising Digital media |
| title | Advertising Transformed the New Rules for the Digital Age |
| title_auth | Advertising Transformed the New Rules for the Digital Age |
| title_exact_search | Advertising Transformed the New Rules for the Digital Age |
| title_full | Advertising Transformed the New Rules for the Digital Age Fons Van Dyck |
| title_fullStr | Advertising Transformed the New Rules for the Digital Age Fons Van Dyck |
| title_full_unstemmed | Advertising Transformed the New Rules for the Digital Age Fons Van Dyck |
| title_short | Advertising Transformed |
| title_sort | advertising transformed the new rules for the digital age |
| title_sub | the New Rules for the Digital Age |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising fast Advertising / Technological innovations fast Digital media fast Internet advertising fast Advertising Advertising Technological innovations Internet advertising Digital media |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Advertising Advertising / Technological innovations Digital media Internet advertising Advertising Advertising Technological innovations Internet advertising Digital media |
| work_keys_str_mv | AT vandyckfons advertisingtransformedthenewrulesforthedigitalage |