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Full Description
Trust in advertising, the lifeblood of successful brands, has been in long-term decline, yet trust in brands is more important than ever in determining consumer choice. Trusted Advertising provides a roadmap for marketers and their agencies to build the trust their brands need for sustained success.
Drawing on the latest research and insights from world-leading sources, Trusted Advertising analyses the issues and provides practical techniques to strengthen brand trust through advertising. It explores how trust is protected and maintained through creatively effective campaigns, as well as how it can be managed across different media channels and tech platforms, including the emerging influencer sector and the use of Gen AI in advertising.
Featuring real-world examples from brands including McDonalds, Tesco and Specsavers, along with insights from organizations including Google, WPP and the Advertising Standards Authority, this book will become every advertiser's go-to-guide for creating trusted, effective campaigns.
Contents
Chapter - 01: Trust in the 21st century;
Chapter - 02: Why trust in advertising matters;
Chapter - 03: Advertising, trust and the public;
Chapter - 04: How advertising builds trust (or fails to);
Chapter - 05: Trust - the secret sauce;
Chapter - 06: Trust in the age of the influencer - part 1;
Chapter - 07: Trust in the age of the influencer - part 2;
Chapter - 08: Can advertising generated by AI be trusted?;
Chapter - 09: Does it matter where you show up? Part 1;
Chapter - 10: Does it matter where you show up? Part 2;
Chapter - 11: Trust and brand safety online;
Chapter - 12: What happens if we're not trusted?;
Chapter - 13: What does good look like?;
Chapter - 14: Improving trust - a silver bullet?;
Chapter - 15: Summary, reflections and action
