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

Name: Life after the 30-Second Spot Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising
Price: 7.19 USD
Availability: InStock
ISBN: 9780471718376

ISBN-10: 0471718378

ISBN-13: 9780471718376

Edition: 2005

Authors: Joseph Jaffe

List price: $29.95

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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 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…

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



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