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Life After the 30-Second Spot
Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising
E-Book
Sofort lieferbar | Lieferzeit: Sofort lieferbar I
ISBN-13:
9780471738695
Veröffentl:
2005
Einband:
E-Book
Seiten:
304
Autor:
Joseph Jaffe
eBook Typ:
PDF
eBook Format:
E-Book
Kopierschutz:
Adobe DRM [Hard-DRM]
Sprache:
Englisch
Beschreibung:
The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "e;new marketing."e;
The old media strategies advertisers used for decades no longerwork. Here's what does!Traditional advertising, in the form of print, radio, and mostnotably, television, is far less effective than it used to be.Advertising strategies using only these mediums no longer work.Life After the 30-Second Spot explains how savvy marketers andadvertisers are responding with new marketing techniques to gettheir message out, get noticed, engage their audiences-and increasesales! Covering topics such as viral marketing, gaming, on-demandviewing, long-form content, interactive, and more, the bookexplains the new avenues marketers and advertisers must use toreplace traditional print, TV, and radio advertising-and whichstrategies are most effective. This book is every marketer's roadmap to "new marketing."
Foreword xiPreface xviiSECTION I The Problem1. The End of Mass Media 52. What's Eating the 30-Second Commercial? 123. Mass Murder--Is Advertising Even the Answer? 204. The Vicious Cycle 235. The End of the Line 296. A Perfect Storm Is Brewing 35SECTION II The Solution: Re:think Four Fundamentals of Marketing7. Re:think the Changing Consumer 478. Re:think Branding 679. Re:think Advertising: Make Advertising Relevant Again 7810. Re:think the Agency: Fix the Agency Mess 104SECTION III 10 Approaches That Are Transforming the Marketing and Advertising Games11. The Internet 10912. Gaming 13313. On-Demand Viewing 14714. Experiential Marketing 17515. Long-Form Content 18716. Communal Marketing 19917. Consumer-Generated Content 22018. Search 23119. Music, Mobile, and Things That Make You Go Mmmm 24320. Branded Entertainment 255Epilogue 271Index 277