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Advertising Transformed: The New Rules for the Digital Age

Author: Fons Van Dyck
Kogan Page: 2014

• Introduction--The era of major transition

1. What is effective advertising?
2. The Advertising Ecosystem
3. Creativity is King
4. Consumers as Advertising Producers
5. Rational or Emotional Appeals
6. Global or Local?
7. Corporate Social Responsibility
8. Innovation and Nostalgia
9. Advertising and ROI
10. The New Advertising

• Conclusion: Advertising is Dead - Long Live Advertising