Advertising transformed : the new rules for the digital age / Fons Van Dyck.  (Text) (Text)

Van Dyck, Fons
Call no.: HF5823 .V36 2014Publication: London : Kogan Page Limited, c2014Description: xxiv, 171 pISBN: 9780749471484; 0749471484Subject(s): AdvertisingAdvertising -- Technological innovationsInternet advertisingDigital mediaLOC classification: HF5823 | .V36 2014
Contents:pt. 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? -- Creativity rhymes with effectivity -- 04.Consumers as advertising creatives -- Success factors for brands -- Personality makes the difference -- Co-creation with stakeholders -- pt. 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 -- Autonomy of local subsidiaries -- Ability 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 -- pt. THREE The reckoning -- 09.Advertising and ROI -- ROMI: Measuring is knowing -- Advertising in times of recession -- Do investors like advertising? -- Advertising or R&D? -- Strong brands have added financial value -- 10.The new capitalism -- Mirror, mirror on the wall... -- Ethical advertising as the norm -- The new capitalism -- Conclusion: Advertising is dead - long live advertising.
แท็ก: ไม่มีแท็กจากห้องสมุดสำหรับชื่อเรื่องนี้ เข้าสู่ระบบเพื่อเพิ่มแท็ก
ประเภททรัพยากร ตำแหน่งปัจจุบัน กลุ่มข้อมูล ตำแหน่งชั้นหนังสือ เลขเรียกหนังสือ สถานะ วันกำหนดส่ง บาร์โค้ด การจองรายการ หนังสืออ่านประกอบรายวิชา
Book Book Faculty of Journalism and Mass Communication Library
General Books General Stacks HF5823 .V36 2014 (เรียกดูชั้นหนังสือ) พร้อมให้บริการ
31379014499330

MK411-423

รายการจองทั้งหมด: 0

pt. 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? -- Creativity rhymes with effectivity -- 04.Consumers as advertising creatives -- Success factors for brands -- Personality makes the difference -- Co-creation with stakeholders -- pt. 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 -- Autonomy of local subsidiaries -- Ability 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 -- pt. THREE The reckoning -- 09.Advertising and ROI -- ROMI: Measuring is knowing -- Advertising in times of recession -- Do investors like advertising? -- Advertising or R&D? -- Strong brands have added financial value -- 10.The new capitalism -- Mirror, mirror on the wall... -- Ethical advertising as the norm -- The new capitalism -- Conclusion: Advertising is dead - long live advertising.

There are no comments on this title.

เพื่อโพสต์ความคิดเห็น

คลิกที่รูปภาพเพื่อดูในตัวแสดงภาพ

ห้องสมุด:

Thammasat University Library, 2 Prachan Road, Phranakorn, Bangkok 10200

Puey Ungphakorn Library (Rangsit Campus), Circulation Desk 662 564-4444 ext. 1305

Pridi Banomyong Library, Circulation Desk 662 613-3544