Life after the 30-second spot: energize your brand with a bold mix of alternatives to traditional advertising /
Joseph Jaffe.
- Princeton, N.J. : Recording for the Blind & Dyslexic, 2005.
- xix, 284 p. : ill. ; 24 cm
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 4 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) -- Approaches that are transforming the marketing and advertising games -- The Internet -- Gaming -- On-Demand -- Experiential -- Long Form -- Communal Marketing -- Consumer Generated -- Content -- Search -- Mobile, Music and things that make you go mmm -- Branded Entertainment.