Asia Pacific University Library catalogue


Ogilvy on advertising in the digital age / Miles Young.

By: Young, MilesContributor(s): Ogilvy, David, 1911-1999. Ogilvy on advertising | Ogilvy & Mather [contributor.]Material type: TextTextPublication details: New York : Bloomsbury, 2018Edition: First U.S. editionDescription: 288 p. : ill. (some col.) ; 26 cmISBN: 9781635571462 (hbk.); 1635571464 (hbk.)Other title: Advertising in the digital ageSubject(s): Internet advertising | Advertising -- HistoryLOC classification: HF6146.I58 | Y68 2018
Contents:
Codetta -- 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 -- Data : the currency of the digital age -- "Only connect" -- Creative technology : the sweet spot -- The three battlegrounds -- Digital transformations -- Five giants of advertising in the digital age -- My brain hurts -- The new shape of the world -- Culture, courage, clients and castanets.
Summary: "Ogilvy 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." -- Publisher's website.
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Open Shelf 		Book HF6146.I58 Y68 2018 c.1 (Browse shelf (Opens below)) 1 Available 00016504

"First published in Great Britain by Goodman 2017"--Title page verso.

Includes bibliographical references (pages 274-277) and index.

Codetta -- 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 -- Data : the currency of the digital age -- "Only connect" -- Creative technology : the sweet spot -- The three battlegrounds -- Digital transformations -- Five giants of advertising in the digital age -- My brain hurts -- The new shape of the world -- Culture, courage, clients and castanets.

"Ogilvy 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." -- Publisher's website.

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