ADVERTISING TRANSFORMED: THE NEW RULES FOR THE DIGITAL AGE
Book ID/图书代码： 07682016B92360
English Summary/英文概要： Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works.
Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.
Chinese Summary/中文概要： 广告转型是21世纪广告的终极指南。在一个由数字技术改造的广告世界中，它阐明了当前和未来的广告人和女性需要知道的东西，从而创造出有效的广告。
范斯•文•迪克是品牌专家和董事总经理，他将广告的最新想法融入到一份可消化的规则清单中，以创造出行业中成功的最佳实践指南。它涵盖了影响广告专业人士的一些关键问题，尤其关注广告客户如何在全球和本地规模的多个频道上与日益强大的消费者进行互动。在埃菲获奖的案例研究中，埃菲赢得了诸如依云、奔驰和IBM等品牌的胜利，《广告转型》为读者提供了深刻的见解和专业知识，以满足现代广告的不断变化的需求，并设计出令人兴奋的宣传活动，以证明其持续的价值。（WYL）
Awards/获奖情况："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)
About the Author/作者介绍： 范斯•文•迪克，在消费者和企业品牌的品牌定位和沟通策略方面是一名公认的专家和战略顾问，还是一家国际传播集团BBDO的创始人，该公司位于布鲁塞尔，专门从事品牌咨询业务。他在布鲁塞尔自由大学(VUB)教授战略品牌管理和营销传播管理，并在斯德哥尔摩经济学院等商学院担任著名讲师。他还是德斯坦德的市场营销趋势的专栏作家，之前曾被比利时营销协会Stichting评为“市场大师”。
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 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.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：Thai
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