Beyond Advertising

Beyond Advertising

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Wind, Yoram (Jerry) | Findiesen Hays, Catharine | Advertising Innovation Network, The Wharton Future of John Wiley & Sons, Inc., 2016 Audio summary available
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IN THIS SUMMARY

In Beyond Advertising, Yoram (Jerry) Wind and Catharine Findiesen Hays argue that traditional advertising practices will no longer be effective by the year 2020. However, organizations can remain competitive in the future by implementing the All Touchpoint Value Creation Model (ATVC Model). A framework that reimagines the purpose and practices of advertising, the ATVC Model requires organizations to stop inundating consumers with sales-driven mass media messages and start ensuring that every touchpoint provides a positive brand experience.