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Full Description
Consumer trust in advertising has dropped to an all-time low, making it hard for advertisers and marketers to communicate effectively with their audiences. With trust being the single biggest issue affecting the industry, this roadmap for how every practitioner can work to build consumer trust is vital.
The advertising landscape in the 21st century has changed beyond recognition. Whilst some rules remain constant such as the important of creativity, new considerations around volume and the use of customer data in targeting has created new considerations for mid-senior career executives in advertising and new concerns for consumers. With trust in advertising linked so closely with advertising success and positive business results, it's absolutely critical that the industry is able to address the concerns consumers have with advertising and build back trust to ensure advertising can become more effective.
Drawing on the latest research and insights from the world's leading sources, Trusted Advertising highlights the issues within the field and provides practical techniques used in advertising to positively strengthen trust. Alongside this, it will explore how trust is protected and maintained as well as how trust in advertising is managed across different media channels and tech platforms.
Featuring real-world examples from brands such as Nationwide, Aldi, Guinness and Giff Gaff, and including insight from Credos, the Advertising Association, the IPA and ISBA, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.
Contents
Chapter - 01: What is Trust?
Chapter - 02: Why is Trust Important to Advertising?
Chapter - 03: What We Know About Advertising, Trust and the Public
Chapter - 04: The Key Drivers to Build Trust
Chapter - 05: The Key Drivers to Avoid Loss of Trust
Chapter - 06: The Big Ways the Industry Can Improve Trust
Chapter - 07: The Risks to Advertisers from Being Less Trusted
Chapter - 08: Trusted Advertising in Practice: What Good Looks Like
Chapter - 09: Storytelling Techniques That Help Build Trust
Chapter - 10: The Role of Trusted Media Environments for Your Advertising
Chapter - 11: Trusted Content Techniques for Social Media Platforms
Chapter - 12: How to Measure Trust As Part of Your Advertising Campaign
Chapter - 13: Can Advertising Generated by AI Be Trusted?
Chapter - 14: Trusted Advertising: A Checklist
