Bourn / Best Trusted Advertising

How to Harness the Value of Trust in Your Brand
1. Auflage 2026
ISBN: 978-1-3986-2356-9
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 296 Seiten, Web PDF

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 importance 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 explores 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.

Autoren/Hrsg.

Bourn, Matt

Best, James

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Best, James
James Best is Chair of the Committees of Advertising Practice and of Credos, the advertising industry-funded thinktank, based in London, UK. Previously he was Chair of the Advertising Association, President of the EACA, a member of the Advertising Standards Authority Council, vice-chair of the History of Advertising Trust, Visiting Professor of Advertising at Richmond International University, and is a Fellow of the IPA.

In his executive career, he was Chair of BMP DDB, and then a board director of DDB Worldwide as VP Northern Europe and later Chief Strategy & People Officer.

Bourn, Matt
Matt Bourn is the Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. He steers the industry's work around Climate Action, including the formation of Ad Net Zero, providing communications support for the Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association's responsibilities as the UK representative for Cannes Lions. With 25 years' experience previously, he was Managing Director of Braben, the UK's leading PR consultancy for media, working for companies such as Sky, Channel 4, Disney and Sony.

Matt Bourn is Director of Communications for the Advertising Association and Ad Net Zero, based in London, UK. With 25 years' experience, previously he was Managing Director of Braben, working for companies such as Sky, Disney and Sony. He is co-author of Sustainable Advertising also published by Kogan Page.

James Best, based in London, UK, is Chair of the Committees of Advertising Practice and of Credos. Previously he was Chair of the Advertising Association, President of the EACA, vice-chair of the History of Advertising Trust and Visiting Professor of Advertising at Richmond International University.