Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising/ (Record no. 163537)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01556cam a22003374a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0471718378 (cloth) |
| 040 ## - CATALOGING SOURCE | |
| Transcribing agency | CUS |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | JAF/L |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Jaffe, Joseph, |
| 245 10 - TITLE STATEMENT | |
| Title | Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising/ |
| Statement of responsibility, etc. | Joseph Jaffe. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Hoboken, N.J. : |
| Name of publisher, distributor, etc. | John Wiley & Sons, |
| Date of publication, distribution, etc. | c2005. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xix, 284 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Section 1: The Problem.............................................................................................................1<br/><br/>Chapter 1: The end of mass media.....................................................................................1<br/>Chapter 2: What's eating the 30-second commercial?....................................................................................................8<br/>Chapter 3: Mass Murder - Is Advertising even the answer?........................................................................................17<br/>Chapter 4: The vicious cycle.......................................................................................................20<br/>Chapter 5: The end of the line......................................................................................................27<br/>Chapter 6: A perfect storm is brewing............................................................................................33<br/><br/><br/>Section 2: The Solution: Re:think 4 fundamentals of marketing.........................................................41<br/> <br/>Chapter 7: Re:think the changing consumer....................................................................................44<br/>Chapter 8: Re:think Branding......................................................................................................63<br/>Chapter 9: Re:think Advertising (Make Advertising relevant again).........................................................74<br/>Chapter 10: Re:think the Agency (fix the agency mess)......................................................................103<br/><br/><br/>Section 3: 10 Approaches that are transforming the marketing and advertising games...........................134<br/><br/>Chapter 11: The Internet..........................................................................................................137<br/>Chapter 12: Gaming...............................................................................................................164<br/>Chapter 13: On-Demand Viewing...............................................................................................180<br/>Chapter 14: Experiential Marketing.............................................................................................213<br/>Chapter 15: Long Form Content.................................................................................................227<br/>Chapter 16: Communal Marketing..............................................................................................241<br/>Chapter 17: Consumer Generated Content.....................................................................................263<br/>Chapter 18: Search.................................................................................................................276<br/>Chapter 19: Mobile, Music and things that make you go mmm... ..........................................................291<br/>Chapter 20: Branded Entertainment.............................................................................................306<br/>Epilogue.............................................................................................................................323 |
| 650 #0 - SUBJECT | |
| Keyword | Advertising |
| General subdivision | Psychological aspects. |
| 650 #0 - SUBJECT | |
| Keyword | Customer relations. |
| 650 #0 - SUBJECT | |
| Keyword | Advertising |
| General subdivision | Technological innovations. |
| 650 #0 - SUBJECT | |
| Keyword | Interactive marketing. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | General Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Full call number | Accession number | Date last seen | Date last checked out | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Central Library, Sikkim University | Central Library, Sikkim University | General Book Section | 29/08/2016 | 659.1 JAF/L | P18447 | 05/02/2020 | 05/02/2020 | General Books |