TY  - BOOK
AU  - Jaffe,Joseph
TI  - Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising
SN  - 0471718378 (cloth)
U1  - 659.1  
PY  - 2005///
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Advertising
KW  - Psychological aspects
KW  - Customer relations
KW  - Technological innovations
KW  - Interactive marketing
N1  - 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
ER  -