The 20th century concept of advertising is dead, and it will have to reinvent itself in order to survive. Based on academic research but written in a comprehensible and digestible way, Advertising Transformed provides an in-depth analysis of the state of modern advertising and how it fits and works in conjunction with the plethora of new digital channels.
Branding and marketing expert Fons Van Dyck discusses the basics of how advertising works in marketing and communications planning today and addresses current advertising topics, such as whether a USP (unique selling proposition) or ESP (emotional selling proposition) work better and the power of “retro” in advertising.
For marketers who are unsure about where advertising now sits within their strategy, this book teaches them how to:
-make a brand grow over time
-build an “advertising ecosystem” that creates a relationship with their customers
-use consumers as brand ambassadors
-combine USP's, ESP's and “higher ideals” to build a personality, character and culture for products
Framing advertising as an essential part of marketing strategy, Advertising Transformed offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.