<DIV></DIV><p><BR>The 20th century concept of advertising is dead, and it will have to reinvent itself in order to survive. Based on academic research but written in a comprehensible and digestible way, <I>Advertising Transformed</I> provides an in-depth analysis of the state of modern advertising and how it fits and works in conjunction with the plethora of new digital channels.</P><p>Branding and marketing expert Fons Van Dyck discusses the basics of how advertising works in marketing and communications planning today and addresses current advertising topics, such as whether a USP (unique selling proposition) or ESP (emotional selling proposition) works better and the power of “retro” in advertising.</P><p>For marketers who are unsure about where advertising now sits within their strategy, this book describes how to:<BR>-make a brand grow over time<BR>-build an “advertising ecosystem” that creates a relationship with their customers<BR>-use consumers as brand ambassadors<BR>-combine USPs, ESPs and “higher ideals” to build a personality, character and culture for products</P><p>Framing advertising as an essential part of marketing strategy, <I>Advertising Transformed </I>offers strategic answers to questions marketers and managers have about the effectiveness of advertising in the digital age.