The New Rules for the Digital Age
By Fons Van Dyck
Framing advertising as an essential part of marketing strategy, Advertising Transformed offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.
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. He covers 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.
In the following excerpt from Chapter 8, he discusses how older commercials are being reworked to evoke emotional associations from consumers who may remember them from their youth.
AEF thanks Kogan Page for sharing this excerpt with aef.com users. For further information about the book, visit their site.
Fons Van Dyck
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"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."— Student at Boston College after AEF sent speakers from DigitasLBi