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Framing advertising as an essential part of marketing strategy, this book offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age. The author 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. Backed by case studies of Effie award-winning campaigns from brands such as Evian, Mercedes and IBM, this book provides marketers with the insights and expertise to meet ever changing requirements and devise exciting campaigns that prove the continuing value of advertising.



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