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Advertising Transformed

Advertising Transformed

The New Rules for the Digital Age

Fons Van Dyck

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Is advertising dead or alive? 20th century advertising is dead and it will have to reinvent itself in order to survive.

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About the book

Is advertising dead or alive? Quite simply the 20th century concept of advertising is dead and it will have to reinvent itself in order to survive. This transformation is going on as we speak. Brands that invest in advertising during an economic recession prove to overcome them quicker as times of crisis are typically moments when consumers' mental pecking order is being shaken up. When brand market shares are shifting advertising can be a determining factor for the future of brands.

In Advertising: dead or alive, Fons Van Dyck offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.

He discusses the basics of how advertising works in marketing and communications planning today. What is the core target group of advertising? Which strategy works best? Does social media mean the end of advertising? Why is the integration of marketing and communication becoming increasingly important? Are consumers better at advertising?

He addresses current advertising practice. What works best: a USP (unique selling proposition) or ESP (emotional selling proposition)? Is the future of advertising global or local? Is 'green' really a sales argument, and if it is, for what type of customer? What is the power of 'retro' in advertising?

He explores what academic evidence is available today that demonstrates the added value of marketing and advertising for companies and organisations, even in times of economic recession and concludes by focusing on some of the most important topics of criticism brands and advertising in particular are facing and on how brands are responding.

Backed by case studies of Effie Winning brands this book gives the reader concise and accessible insights into the modern form 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


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 Details

  • EAN: 9780749471484
  • Edition: 1
  • Published: 3rd February 2014
  • Paperback
  • Format: 236x159
  • 200 pages

About the Author

Fons 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 the courses 'Strategic Brand Management' and 'Marketing communications management' at the Free University of Brussels (VUB) and is a renowned lecturer at business schools (Stockholm School of Economics).

In addition Fons Van Dyck writes a weekly column for Belgian's leading daily newspaper De Standaard about current trends in society and the world of marketing, communications and brands.
He was elected 'master marketeer' by the Belgian professional marketing association, Stichting Marketing, in 2009.

Fons Van Dyck

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