Watch This, Listen Up, Click Here: Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume (Anglais) Relié – 11 mai 2007
|Neuf à partir de||Occasion à partir de|
Descriptions du produit
Présentation de l'éditeur
The TV program coming into our living rooms isn′t free. It′s a simple Faustian bargain consumers have made but one with enormous implications. It means that David Verklin, CEO of one of the world′s largest ad–buying companies, and his clients–the world′s largest advertisers–control what TV programs get aired, what magazines get published, and how Google and Yahoo stay in (very healthy) business. In Watch This, Listen Up, Click Here, Verklin and Kanner expose the inner workings of the media, marketing, and advertising industries. Readers will learn why their favorite shows get cancelled, why Oprah gives away cars, and how money, people, politics, and new technologies are transforming TV, the Internet, radio, magazines, and other media Americans consume every day.
David Verklin (New York, NY) is CEO of Carat Americas, the world′s largest independent media buying operation. He frequently speaks to executives in marketing, media, and management. Bernice Kanner (d. 2006) was a marketing expert and author for 13 years of New York magazine′s "On Madison Avenue" column.
Biographie de l'auteur
Aucun appareil Kindle n'est requis. Téléchargez l'une des applis Kindle gratuites et commencez à lire les livres Kindle sur votre smartphone, tablette ou ordinateur.
Pour obtenir l'appli gratuite, saisissez votre adresse e-mail ou numéro de téléphone mobile.
Détails sur le produit
En savoir plus sur l'auteur
Dans ce livre(En savoir plus)
Commentaires en ligne
Meilleurs commentaires des clients
Commentaires client les plus utiles sur Amazon.com (beta)
Now, there is one thing I can say with absolute certainty: the marketing and advertising of goods and services are changing rapidly. And this remarkable book, "Watch This, Listen Up, Click Here" by David Verklin and Bernice Kanner, proves it beyond all doubt. This is not a book just for the marketing and advertising professional; it is a book that will be enjoyed by all readers because virtually all of you out there are consumers of goods and services and most of you are joined, in some way or other and to some extent, to the electronic media matrix that is pervasive in our world today. If you watch television or listen to radio, if you're connected to the Internet, if you own a cellphone or other communication device, and even if you read print publications, you are affected by the world of modern marketing and advertising. There is no escaping it short of becoming a hermit in some unknown, faraway retreat, outside of the normal channels of the human community. There is good reason that the subtitle of this book is "Inside the 300 Billion Dollar Business Behind the Media You Constantly Consume."
I do have a personal interest in what Verklin and Kanner explore in their book. First, way back in the 1980s and for two years, I was the director of advertising for one of the largest destination resorts in the southwestern part of the United States. I worked directly with the marketing department, was privy to all of their selling techniques, and was required to design advertising and deal personally with all the media. Back then, of course, the advertising game was much simpler than today's since our attention was directed mainly to television, radio, and print publications. There was no Internet as it exists today, no cell phones, no IPods, no BlackBerrys, and "globalization" was a term sometimes heard in political discourse but it had not yet evolved into the economic buzzword that captivates the world market as it now does. Secondly, I have managed a website for ten years that depends almost exclusively on advertising in order to survive -- hence, I want to know what the future holds for marketing and advertising. Now that you have my caveats, let's briefly visit some things that Verklin and Kanner have to say.
From the very start, in the Preface in fact, Verklin offers the reader a tempting bit of text that's hard to resist. "Thanks for glancing," he begins. "That's really all I need from you. Guys like me will pay you for your glance. What I'm really after, however, is something more -- something we call 'engagement.' I'll reward you bigtime for that...." Glancing? That's all he wants me to do? Well, yes, but not quite. There's a lot more. First, the "glance." Then, of course, the "engagement." What does all this mean? That is what's explained throughout the book, along with an insider view of the multibillion dollar business that confronts most of us each and every day.
The book is divided into three sections: (1) The Lay of Medialand; (2) A Whole New Ball Game; and (3) Tomorrow. This last section contains only one chapter, something I mention now because the title of the chapter is a real teaser: "What's Really Sexy about Porn? (A Peek at What's to Come)." Now I have to confess that after perusing the table of contents, and taking note of that chapter's title, I immediately opened the book to page 201 and began reading (it's amazing how the words "sexy" and "porn" catch someone's attention!). I always suspected that pornography was first in line when it came to utilizing a new medium (e.g., very soon after photography was invented in the 19th century, it was put to use in the sex industry), and the authors confirm this for me. As they say: "If you want to know what media will look like tomorrow, look at what the sex industry is up to today. Even before the get-rich-quick schemers jump in, porn has landed, almost always the first application a new medium gets." This may be a sad commentary on human nature; nevertheless, pornography has been around for millennia and will probably be around forever. This last chapter, however, does look into the future of media and provides some informative speculation.
Now that the last chapter has been noted, let's get back to the book itself. I must congratulate the authors for the very clever chapter titles, most of them beginning with the word "Why," which is always a suggestive "teaser." The titles, in spite of the words used, are merely indicators and do not necessarily reflect the entire subject covered. Let me give you just a few that I thought were particularly provocative: "Why Newspapers Hate Craig and His Infamous 'List'" - Chapter 5; "Why Outdoor Companies Pray for Traffic Jams" - Chapter 6; "Why Wikipedia Ticks Off the Other Media" - Chapter 9; "Why Honda Hates the Internet...and Those Who Haunt It" - Chapter 15. One of my favorites was "Data Mining: Why Your TV May Think You're Gay" - Chapter 13. (I think I actually read this latter chapter right after I read the chapter on porn -- amazing what a teaser-term can do. Fortunately, this book can be read out of sequence.)
Suffice to say there is something in this book that will appeal to most readers. There's a discussion about why TV ratings are overrated, why Legoland is visited by grown men, why the Army's best new recruitment tool is a video game, and "Why the Smart Money Moved Its Chips from Poker to Bulls" - Chapter 22. All of the companies and trade names mentioned by the authors will be familiar to you and you'll learn some of the little "secrets" behind their marketing campaigns. And, finally, both authors are eminently qualified to write about this subject. Verklin is CEO of one of the world's largest ad-buying companies and Kanner (who unfortunately passed away shortly after completion of the manuscript) was a marketing expert and author of several books on advertising.
All in all, "Watch This, Listen Up, Click Here" provides a fascinating look into a world that most of us are not intimate with except on the consumer side. I would venture to say that, once you've finished this book, you'll never look at the TV, cell phone, IPod, Internet, or other media experience quite the same again. Highly recommended!
There were three parts to the book. The first part focused on the culture and historical nature of media. It traces how TV sitcoms and ratings are greatly influenced by advertisers. It continues to show the evolution of medialand and how advertisers spend so much money researching on the market and its clients. The profitability and return of investment becomes the epicenter and drive for marketability.
The second part focused on the digital revolution and how Apple, Wikipedia, and other innovative players carefully changed the landscape forcing advertisers to reconsider their strategies and reflect on how they can continue to evolve and reach consumers in a more intuitive manner. The reason for this urgency is that consumers are taking control of what they want to see and hear. The invention of TiVo, YouTube and Myspace are prime examples of consumers tuning out those pesty ads they don't want to see. Even some browsers have blocked advertisers from popping up on web pages. We even tend to buy our popcorn and nachos while the movie is showing the ads before the main feature, just to show you how we want more control of what we see. Therefore, it takes us to a new level of consumer sovereignty.
The third and final part was about the future. Censorship drove the porn industry to come up with innovative ways to market their needs. Consumer accessibility was key in designing strategies to improve the game.
I found the title of the book quite interesting. However, as I started to read the chapters, it started to bore me. For one, I am one of those many "mediaholics" Verklin and Kanner mentioned at the beginning of their book. In other words, I did not find anything new and exciting from the information mapped out in all the sections of the book. Yup, so what if I block my pop up windows, or use TiVo for blissful uninterrupted time to watch my reality TV shows, or enjoy checking those global avatars on YouTube, at least I control what I want to see when I want to see it. One thing I do agree with the authors, the world is changing.
In regards to Super Bowl advertising, the author states "While the action on the field is rarely super, the ads often are and have been ever since McIntosh launched its Apple computer with the now-infamous 'Why 1984 Won't Be Like 1984' spot during the scrimmage." It is intriguing to me that a man who bills himself as one of the most knowledgeable people in advertising does not know that this commercial is where "Apple" launched its "Macintosh computer."
The second, and more embarrassing, error is also in regards to Apple. In the chapter "A Video Game is the Army's Best Recruitment Tool", the author states "'America's Army: Special Forces,' Where players try to earn a Green Beret by completing Special Forces missions, have been released. Apple created a knockoff: Boot Camp." As a user of Apple's "Boot Camp", I can state without a doubt that this is not a knockoff of the US Army video game. As a matter of fact, it's not even a game. Apple's Boot Camp is a utility used to allow Macintosh users to run Windows on their systems.
Perhaps my slightly above-average knowledge of Apple has spoiled this read for me. However, I cannot help but wonder now as I continue through this book, if the rest of the content is fabricated as well. I'm not sure if Verklin or the publisher even bothered to employ a fact checker for this book. This is a huge disappointment for me, as I purchased the book for a research project. If you're reading this book, make sure your purpose is only entertainment.
But for all more "traditional" (a very relative term) forms of advertising, starting with print, through radio, TV, and online (up until the onset of Facebook) it is a very comprehensive and helpful primer to the industry. It's written in an engaging and entertaining way. Its tone is objective, even though its writers are industry insiders.
Rechercher des articles similaires par rubrique
- Livres anglais et étrangers > Boutiques > Chercher au Coeur! > Livres en anglais
- Livres anglais et étrangers > Business & Investing > Biography & History
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Advertising
- Livres anglais et étrangers > Business & Investing > Marketing & Sales > Consumer Behavior