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."

Life After the 30-Second Spot : Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising

Life after the 30-second spot : ten fresh ways to reach customers that are transforming the marketing game

Джозеф Яффе; пер. с англ. [Ю. Каптуревского]

Jaffe, Joseph

Joseph Jaffe

Jossey-Bass, Incorporated Publishers

Wiley ; John Wiley [distributor

John Wiley & Sons, Incorporated

WILEY COMPUTING Publisher

Wiley; John Wiley & Sons

Коммерсантъ; Питер

Piter Press

John Wiley & Sons, Inc. (trade), Hoboken, N.J., 2005

United States, United States of America

Adweek book, Hoboken, N.J, ©2005

Hoboken, N.J., Chichester, 2005

Russia, Russian Federation

May 25, 2005

1, US, 2005

flibustaid_191685

Пер.: Jaffe, Joseph Life after 30-second spot

РГБ

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Traditional advertising-led by its poster child, the 30-second television spot-is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on.It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media-or find an alternative profession.This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game.Jaffe begins by examining what's wrong with media today and reveals why the 30-second spot is presumed dead. But media isn't the only thing that has changed; consumers have too. Smarter and more suspicious than ever, they tune out advertising and change the channel at the first note of a jingle. Jaffe looks at what some marketers are doing to connect with these new consumers, and reveals what the new marketing reality means for branding, advertising, and the advertising agency itself. Finally, he explores in depth ten new nontraditional approaches that are changing the face of advertising, and provides commentary on each tactic from some of today's brightest marketers and advertisers.The 30-second spot is on its last leg, but advertising isn't. Life After the 30-Second Spot challenges marketers and advertisers to reinvent themselves for marketing's new reality, and provides unique, practical, and actionable solutions that really work. There is a firm line between surviving and thriving-on which side will you find yourself?

Traditional Advertising - Led By Its Poster Child, The 30-second Television Spot - Is Dead, Dying, Or In Dire Need Of A Shot In The Arm. Take Your Pick, Depending On Which Point Of The Spectrum You Find Yourself. And If None Of The Choices Apply, You May Very Well Be In A State Of Denial. If So, Then You'd Better Read On. It's True. The Times Are Changing, And The Tried-and-true Media Strategies That Advertisers Have Used For Decades No Longer Work Quite So Well. Old-school Ad Campaigns Focused Mainly On Print, Radio, And, In Particular, Television Aren't Nearly As Effective As They Once Were. You Can Blame It On Too Many Tv Channels, The Internet, Tivo, Empowered And Savvy Consumers, Or Anything Else That Sounds Good. But If You're An Advertiser, You'd Better Find Alternatives To Traditional Media - Or Find An Alternative Profession. This Is The Blueprint For Anyone Searching For Fresh, Revolutionary Ways To Get Their Message Out Beyond Traditional Media. Life After The 30-second Spot Reveals How Today's Brightest Marketers Are Using New Tactics To Engage Consumers And New Avenues To Take The Place Of Tv, Radio, And Print. New Marketing Guru Joseph Jaffe Looks At What Works And What Doesn't, And Covers Hot Topics Like On-demand Viewing, Viral Marketing, Gaming, Branded Entertainment, And Experiential Marketing. Proactive And Prescriptive, He Offers Real-world Solutions For Advertisers Struggling To Master The New Rules Of The Ad Game.--jacket. 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. Joseph Jaffe. Includes Bibliographical References And Index.

2011-07-10