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" Life after the 30-second spot : "
Joseph Jaffe.
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BL
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| Record Number
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995916
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| Doc. No
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b750286
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| Main Entry
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Jaffe, Joseph,1970-
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| Title & Author
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Life after the 30-second spot : : energize your brand with a bold mix of alternatives to traditional advertising /\ Joseph Jaffe.
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, ©2005.
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| Series Statement
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Adweek book
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| Page. NO
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xix, 284 pages :: illustrations ;; 24 cm.
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| ISBN
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0471718378
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: 9780471718376
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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The problem. The end of mass media ; What's eating the 30-second commercial ; Mass murder: is advertising even the answer? ; The vicious cycle ; The end of the line ; A perfect storm is brewing -- The solution: re:think four fundamentals of marketing. Re:think the changing consumer ; Re:think branding ; Re:think advertising: make advertising relevant again ; Re:think the agency: fix the agency mess -- 10 approaches that are transforming the marketing and advertising games. The internet ; Gaming ; On-demand viewing ; Experiential marketing ; Long-form content ; Communal marketing ; Consumer-generated content ; Search ; Music, mobile, and things that make you go mmmm ; Branded entertainment.
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| Abstract
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"Traditional advertising - led by its poster child, the 30-second television spot - is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on." "It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media - or find an alternative profession." "This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game."--Jacket.
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Advertising-- Psychological aspects.
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Advertising-- Technological innovations.
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Customer relations.
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Interactive marketing.
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Target marketing.
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Cibles (Marketing)
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Marketing interactif.
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Publicité-- Aspect psychologique.
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Publicité-- Innovations.
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Relations avec la clientèle.
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Advertising-- Psychological aspects.
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Advertising-- Psychological aspects.
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Advertising-- Psychological aspects.
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Advertising-- Technological innovations.
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Advertising-- Technological innovations.
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Advertising.
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Customer relations.
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Customer relations.
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Customer relations.
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Interactive marketing.
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Interactive marketing.
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Marketing.
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Target marketing.
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Target marketing.
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| Dewey Classification
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659.1
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| LC Classification
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HF5822.J33 2005
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