Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising/
Jaffe, Joseph,
Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising/ Joseph Jaffe. - Hoboken, N.J. : John Wiley & Sons, c2005. - xix, 284 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Section 1: The Problem.............................................................................................................1
Chapter 1: The end of mass media.....................................................................................1
Chapter 2: What's eating the 30-second commercial?....................................................................................................8
Chapter 3: Mass Murder - Is Advertising even the answer?........................................................................................17
Chapter 4: The vicious cycle.......................................................................................................20
Chapter 5: The end of the line......................................................................................................27
Chapter 6: A perfect storm is brewing............................................................................................33
Section 2: The Solution: Re:think 4 fundamentals of marketing.........................................................41
Chapter 7: Re:think the changing consumer....................................................................................44
Chapter 8: Re:think Branding......................................................................................................63
Chapter 9: Re:think Advertising (Make Advertising relevant again).........................................................74
Chapter 10: Re:think the Agency (fix the agency mess)......................................................................103
Section 3: 10 Approaches that are transforming the marketing and advertising games...........................134
Chapter 11: The Internet..........................................................................................................137
Chapter 12: Gaming...............................................................................................................164
Chapter 13: On-Demand Viewing...............................................................................................180
Chapter 14: Experiential Marketing.............................................................................................213
Chapter 15: Long Form Content.................................................................................................227
Chapter 16: Communal Marketing..............................................................................................241
Chapter 17: Consumer Generated Content.....................................................................................263
Chapter 18: Search.................................................................................................................276
Chapter 19: Mobile, Music and things that make you go mmm... ..........................................................291
Chapter 20: Branded Entertainment.............................................................................................306
Epilogue.............................................................................................................................323
0471718378 (cloth)
Advertising--Psychological aspects.
Customer relations.
Advertising--Technological innovations.
Interactive marketing.
659.1 / JAF/L
Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising/ Joseph Jaffe. - Hoboken, N.J. : John Wiley & Sons, c2005. - xix, 284 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Section 1: The Problem.............................................................................................................1
Chapter 1: The end of mass media.....................................................................................1
Chapter 2: What's eating the 30-second commercial?....................................................................................................8
Chapter 3: Mass Murder - Is Advertising even the answer?........................................................................................17
Chapter 4: The vicious cycle.......................................................................................................20
Chapter 5: The end of the line......................................................................................................27
Chapter 6: A perfect storm is brewing............................................................................................33
Section 2: The Solution: Re:think 4 fundamentals of marketing.........................................................41
Chapter 7: Re:think the changing consumer....................................................................................44
Chapter 8: Re:think Branding......................................................................................................63
Chapter 9: Re:think Advertising (Make Advertising relevant again).........................................................74
Chapter 10: Re:think the Agency (fix the agency mess)......................................................................103
Section 3: 10 Approaches that are transforming the marketing and advertising games...........................134
Chapter 11: The Internet..........................................................................................................137
Chapter 12: Gaming...............................................................................................................164
Chapter 13: On-Demand Viewing...............................................................................................180
Chapter 14: Experiential Marketing.............................................................................................213
Chapter 15: Long Form Content.................................................................................................227
Chapter 16: Communal Marketing..............................................................................................241
Chapter 17: Consumer Generated Content.....................................................................................263
Chapter 18: Search.................................................................................................................276
Chapter 19: Mobile, Music and things that make you go mmm... ..........................................................291
Chapter 20: Branded Entertainment.............................................................................................306
Epilogue.............................................................................................................................323
0471718378 (cloth)
Advertising--Psychological aspects.
Customer relations.
Advertising--Technological innovations.
Interactive marketing.
659.1 / JAF/L