Trusted Advertising by Matt Bourn, James Best - 9781398623576

Trusted AdvertisingHow to Harness the Value of Trust in Your Brand\nAuthor(s): Matt Bourn, James Best\nFormat: Hardback\nPublisher: Kogan Page Ltd, United Kingdom\nImprint: Kogan Page Ltd\nISBN-13: 9781398623576, 978-1398623576\nSynopsis\nStrengthen your advertising strategy by learning how to develop, protect and apply brand trust in an evolving media landscape.\n\nTrusted Advertising is a practical guide for mid-career marketers, agency professionals and brand leaders who want to build credibility, apply evidence-based principles and deliver campaigns that drive long-term consumer trust. As advertising faces declining confidence and rising complexity, this book provides a roadmap to optimize creative effectiveness and improve decision making across channels.\n\nDrawing on the latest research and insights from organizations including Google, WPP and the Advertising Standards Authority, authors Matt Bourn and James Best outline how trust is created, measured and maintained in modern n