Description
Book SynopsisFons Van Dyck is a recognized expert and strategic advisor in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specializing in brand consultancy. He teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.
Trade 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 *
Table of Contents
- 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
