000			02112nam a2200229Ia 4500
003			NULRC
005			20250520103006.0
008			250520s9999 xx 000 0 und d
020			_a9781635571462
040			_cNULRC
050			_aHF 6146.I58 .Y68 2017
100			_aYoung, Miles _eauthor
245		0	_aOgilvy on advertising in the digital age / _cMiles Young
260			_aNew York : _bBloomsbury Publishing, _cc2018
300			_a288 pages : _billustrations ; _c26 cm.
365			_bUSD13
504			_aIncludes bibliographical references and index.
505			_aCodetta -- The digital revolution -- The short march -- The digital ecosystem -- To be or not to be a millennial -- The post-modern brand -- Content is king, but what does it mean? -- Creativity in the digital age : "Give me gold" ; Art or science? ; Pervasive creativity -- Data : the currency of the digital age -- "Only connect" -- Creative technology : the sweet spot -- The three battlegrounds : Putting the social back into social media ; The joy of mobility ; Continuous commerce -- Digital transformations : Digital politics ; Digital government ; Digital tourism ; Digital social responsibility -- Five giants of advertising in the digital age : Bob Greenberg ; Akira Kagami ; Martin Nisenholtz ; Matias Palm-Jensen ; Chuck Porter -- My brain hurts -- The new shape of the world -- Culture, courage, clients and castanets -- Epilogue.
520			_aOgilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data--the currency of the digital age--to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future
650			_aADVERTISING HISTORY
942			_2lcc _cBK
999			_c20786 _d20786