| Description |
1 online resource (200 pages) : illustrations |
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text file |
| 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 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. |
| Bibliography |
Includes bibliographical references and index. |
| 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? |
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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. |
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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? |
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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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising.
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Advertising. |
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Advertising -- Technological innovations.
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Advertising -- Technological innovations. |
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Internet advertising.
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Internet advertising. |
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Digital media.
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Digital media. |
| Genre/Form |
Electronic books.
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| Other Form: |
Print version: 9781306406734 |
| ISBN |
1306406730 (electronic book) |
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9781306406734 (electronic book) |
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9780749471491 (electronic book) |
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0749471492 (electronic book) |
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9780749471484 |
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