Table of Contents |
| List of figures | ix |
| List of tables | xi |
| Foreword / Luc Suykens | xiii |
| Foreword / Stephan Loerke | xvii |
| Preface | xix |
| Acknowledgements | xxiii |
| Introduction: The era of major transition | 1 |
pt. ONE | The essence of advertising today | 13 |
01. | What is effective advertising? | 15 |
| The advertising paradox | 16 |
| The importance of the light buyer | 17 |
| Direct and indirect effects of advertising | 19 |
| What are Facebook fans really worth? | 24 |
02. | The advertising ecosystem | 29 |
| Always in motion | 30 |
| AIDA and ADIA: the best of both worlds | 36 |
| Thresholds | 40 |
03. | Creativity is king | 45 |
| Bad advertising can cost lots of money | 45 |
| Creative advertising enhances brand recall | 46 |
| Divergent or relevant? | 48 |
| Creativity rhymes with effectivity | 53 |
04. | Consumers as advertising creatives | 59 |
| Success factors for brands | 61 |
| Personality makes the difference | 64 |
| Co-creation with stakeholders | 69 |
pt. TWO | Hybrid marketing | 75 |
05. | USP or ESP? | 77 |
| How to make a difference | 77 |
| USPs work for known brands | 79 |
| Emotions sell | 82 |
06. | Global or local? | 87 |
| Standardization vs adaptation | 87 |
| Ready for a global advertising approach? | 89 |
| Convergence of demand | 90 |
| Comparable advertising regulations | 90 |
| The availability of media | 90 |
| A comparable competitive position | 91 |
| Competence of the advertising agency | 91 |
| Global orientation | 92 |
| International experience | 92 |
| Autonomy of local subsidiaries | 92 |
| Ability to build up brands | 93 |
| Glocals and glaliens | 94 |
| Values determine consumer preferences | 97 |
| A nuanced picture | 98 |
07. | Conscience or cash? | 103 |
| The CSR paradox | 103 |
| How to avoid corporate hypocrisy | 105 |
| Sustainable consumers don't exist | 107 |
| Green advertising works | 109 |
| Putting green in the picture | 110 |
| Reputation as the icing on the cake | 112 |
08. | Old or new? | 117 |
| Nostalgia in uncertain times | 118 |
| Modern retro | 121 |
| Thoughts for the future | 124 |
09. | Advertising and ROI | 131 |
| ROMI: Measuring is knowing | 132 |
| Advertising in times of recession | 134 |
| Do investors like advertising? | 138 |
| Advertising or R&D? | 140 |
| Strong brands have added financial value | 141 |
10. | The new capitalism | 145 |
| Mirror, mirror on the wall... | 146 |
| Ethical advertising as the norm | 148 |
| The new capitalism | 151 |
| Conclusion: Advertising is dead - long live advertising | 157 |
| Index | 165 |