No-copy advertising does exactly what it says - promotes, publicises and sells without the use of words. Using examples from television, billboard, print and the Internet, Lazar Ozamic examines an intriguing variety of ads from the international arena. The unique relationship between consumer and brand - formed and developed by this method of advertising - is discussed, and (no)copywriters talk about their approach.
Introduction - Mapping the Content Marketing Territory Content Marketing - A New and Better Promise? Why Content is Seen as the Solution to Current Marketing Challenges Experience Economy - Brand and Customer Experience as Content Enablers How Content can Help Build Sustainable Brands with Better Purposes How Content Changes the Way We All do Business Client Perspective - How Content Impacts Creativity, Process and Revenue Creative Agency Perspective - How Content Impacts Creativity, Process and Revenue Media Agency Perspective - How Content Impacts Creativity, Process and Revenue Publisher Perspective - How Content Impacts Creativity, Process and Revenue Creativity, Media Planning and the Role of Content in the Consumer Journey Content Distribution and its Role in the Consumer Journey Content's Melting Pot of Skills - A New Challenge for Creative Teams Content and Storytelling in the Age of User Data Abundance The Evolution of Content Formats - From Text to Video to AR/VR to AI . . . Have We Reached the End of the User Generated Content? How to Measure and Evaluate Content Marketing Key Measurement Issues Relating to Content Marketing Key Tools, KPIs and Frameworks to Measure the Effects of Content Marketing Content Marketing - Not Such a New and Better Promise? The Rejecter's Manifesto - Key Arguments against the Content Marketing 'Mirage'Content Marketing and Ethics - Challenges, Threats and Balancing Acts Conclusion - Top Ten Insights into the Present and Future of Strategic Content Marketing