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Life after the 30-Second Spot Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising

ISBN-10: 0471718378
ISBN-13: 9780471718376
Edition: 2005
Authors: Joseph Jaffe
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Description: 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  More...

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Book details

List price: $29.95
Copyright year: 2005
Publisher: John Wiley & Sons, Incorporated
Publication date: 5/25/2005
Binding: Hardcover
Pages: 304
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.100
Language: English

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 "new marketing."

Foreword
Preface
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
Epilogue
Index

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