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 c...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London :
Kogan Page,
2014.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | 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. |
| Beschreibung: | 1 online resource (200 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 1306406730 9781306406734 9780749471491 0749471492 0749471484 9780749471484 |
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| 260 | |a London : |b Kogan Page, |c 2014. | ||
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| 505 | 0 | |a 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. | |
| 520 | |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. | ||
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| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Advertising |x Technological innovations. | |
| 650 | 0 | |a Internet advertising. |0 http://id.loc.gov/authorities/subjects/sh94006992 | |
| 650 | 0 | |a Digital media. |0 http://id.loc.gov/authorities/subjects/sh98006600 | |
| 650 | 6 | |a Publicité sur Internet. | |
| 650 | 6 | |a Médias numériques. | |
| 650 | 7 | |a Advertising. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Advertising |x Technological innovations |2 fast | |
| 650 | 7 | |a Digital media |2 fast | |
| 650 | 7 | |a Internet advertising |2 fast | |
| 650 | 7 | |a Advertising. |2 thema | |
| 650 | 7 | |a Business and Management. |2 ukslc | |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-ocn869519908 |
|---|---|
| _version_ | 1816796912328638464 |
| adam_text | |
| any_adam_object | |
| author | Van Dyck, Fons |
| author_facet | Van Dyck, Fons |
| author_role | |
| author_sort | Van Dyck, Fons |
| author_variant | d f v df dfv |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 .V24 2014 |
| callnumber-search | HF5823 .V24 2014 |
| callnumber-sort | HF 45823 V24 42014 |
| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBU |
| 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. |
| ctrlnum | (OCoLC)869519908 |
| 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 |
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| id | ZDB-4-EBU-ocn869519908 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:13Z |
| institution | BVB |
| isbn | 1306406730 9781306406734 9780749471491 0749471492 0749471484 9780749471484 |
| language | English |
| oclc_num | 869519908 |
| open_access_boolean | |
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| publishDate | 2014 |
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| publishDateSort | 2014 |
| publisher | Kogan Page, |
| record_format | marc |
| spelling | Van Dyck, Fons. Advertising Transformed : the New Rules for the Digital Age / Fons Van Dyck. London : Kogan Page, 2014. 1 online resource (200 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references and index. 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. 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. Print version record. English. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Technological innovations. Internet advertising. http://id.loc.gov/authorities/subjects/sh94006992 Digital media. http://id.loc.gov/authorities/subjects/sh98006600 Publicité sur Internet. Médias numériques. Advertising. bicssc BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Technological innovations fast Digital media fast Internet advertising fast Advertising. thema Business and Management. ukslc has work: Advertising Transformed (Text) https://id.oclc.org/worldcat/entity/E39PCGWF3rQhQMgJgtMBtyTtjC https://id.oclc.org/worldcat/ontology/hasWork Print version: 9781306406734 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=845642 Volltext |
| spellingShingle | Van Dyck, Fons Advertising Transformed : the New Rules for the Digital Age / 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. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Technological innovations. Internet advertising. http://id.loc.gov/authorities/subjects/sh94006992 Digital media. http://id.loc.gov/authorities/subjects/sh98006600 Publicité sur Internet. Médias numériques. Advertising. bicssc BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Technological innovations fast Digital media fast Internet advertising fast Advertising. thema Business and Management. ukslc |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh94006992 http://id.loc.gov/authorities/subjects/sh98006600 |
| 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 | Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Advertising Technological innovations. Internet advertising. http://id.loc.gov/authorities/subjects/sh94006992 Digital media. http://id.loc.gov/authorities/subjects/sh98006600 Publicité sur Internet. Médias numériques. Advertising. bicssc BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Advertising Technological innovations fast Digital media fast Internet advertising fast Advertising. thema Business and Management. ukslc |
| topic_facet | Advertising. Advertising Technological innovations. Internet advertising. Digital media. Publicité sur Internet. Médias numériques. BUSINESS & ECONOMICS Advertising & Promotion. Advertising Advertising Technological innovations Digital media Internet advertising Business and Management. |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=845642 |
| work_keys_str_mv | AT vandyckfons advertisingtransformedthenewrulesforthedigitalage |