Advertising Transformed: The New Rules for the Digital Age - Hardcover

Van Dyck, Fons

Hardcover

ISBN 10: 0749476389 ISBN 13: 9780749476380

Publisher: Kogan Page, 2015

Synopsis

Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works. Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.

About this title

Review:

"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations." (Joeri Van den Bergh, author, How Cool Brands Stay Hot and Founder, InSites Consulting)

"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional." (Nils van Dam, Country Manager, Unilever Belguim and Luxembourg)

"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry." (Steven Van Belleghem, author, The Conversation Manager)

"A sensible, lucid and timely guide to a radically disrupted advertising landscape." (Mark Tungate, author, Adland: A Global History of Advertising)

Book Description:

Based on current research as published in leading international publications

Includes case studies on Effie winning brands campaigns such as Mercedes C-Class, Evian's 'Live Young' and IBM's 'Smart Planet'

Foreword by Luc Suykens, Procter & Gamble Benelux

About this edition

• Publisher: Kogan Page
• Publication date: 2015
• ISBN 10: 0749476389
• ISBN 13: 9780749476380
• Binding: Hardcover
• Number of pages: 200