Advertising Transformed: The New Rules for the Digital Age

Author: Fons Van Dyck
Kogan Page: 2014

  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