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Advertising Transformed: The New Rules for the Digital Age

Advertising Transformed: The New Rules for the Digital Age

Autorzy
Wydawnictwo Kogan Page Ltd
Data wydania 2014
Liczba stron 200
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9780749471484
Kategorie Reklama
109.20 PLN (z VAT)
$24.56 / €23.41 / £20.32 /
Produkt na zamówienie
Dostawa 5-6 tygodni
Ilość
Do schowka

Opis książki

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.

Advertising Transformed: The New Rules for the Digital Age

Spis treści

Chapter - 00: Introduction: The era of major transition;





Section - ONE: The essence of advertising today;





Chapter - 01: What is effective advertising?;

Chapter - 02: The advertising ecosystem;

Chapter - 03: Creativity is king;

Chapter - 04: Consumers as advertising creatives;





Section - TWO: Hybrid marketing;





Chapter - 05: USP or ESP?;

Chapter - 06: Global or local?;

Chapter - 07: Conscience or cash?;

Chapter - 08: Old or new?;





Section - THREE: The reckoning;





Chapter - 09: Advertising and ROI;

Chapter - 10: The new capitalism

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