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Life After the 30–Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising (Anglais) Relié – 1 juillet 2005
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Description du produit
Revue de presse
" an excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005)
"...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)
Présentation de l'éditeur
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 "new marketing."
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Commentaires client les plus utiles sur Amazon.com
The real meat is in section 3 that covers 10 factors that are changing the marketing landscape:
3. On-Demand Viewing
4. Experiential Marketing
5. Long Form Content
6. Communal Marketing
7. Consumer-Generated Content
9. Music and Mobile
10. Branded Entertainment
If you want to get up to speed on where the money is going to be in the future for marketers, or if you want to save your organization millions in consulting to get you up to speed - this is a great place to start. Even better, the book is in a conversational style with plenty of humor that makes it an easy read.
The first third of this book (plus one chapter online) (parenthesis meant as a tribute to Jaffe) tells you why the 30 second spot is dead. To illustrate the demise of the 30 second spot, Jaffe uses a dead horse and beats it repeatedly.
Perhaps Jaffe is quite funny and clever at a party, but his schtick gets a little old when trudging through 276 pages of his quips (plus one chapter online). Jaffe fashions himself as a modern day Don Rickles, passing out insults to everything and everybody who uses a 30 second spot. Unfortunately, this increases the page count of the book by about 90 pages.
The final two-thirds of the book is a survey of everything you can use instead of the 30 second spot. Jaffe says you have 10 options and he has designed 10 little logos for each of them (which you can see on his website) (again parenthesis meant as a salute to Jaffe). This is not any ground breaking information. If you have been paying attention and made occasional contact with society, you will have realized that you can use the internet as a marketing tool.
Mostly, Jaffe's observations are re-hashes of stuff you can find in a trade journal or two. And because this is an ADWEEK Book, I suspect most of this stuff was available in an ADWEEK article. The important thing about this survey portion of the book is that it gives you very little insight on how to use these tools more effectively. It's just Jaffe telling you that you are ignorant if you are not using his 10 alternatives to the 30 second spot.
Save yourself $20 and get a subscription to Adweek instead.
he made good sense. 20 years ago with 3 or 7 TV channels, one channel reached 1/7th of the population. Now with 175 channels you'd have to advertise on 4 stations on the same time slot and that's exepnseive.
Same for radio.
There's two ways to get advertising to work and it's to tie everything into an interactive web site and STILL-direct mail.
Good read, well worth taking the time.