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• Jaffe, Joseph - Life after the 30-second spot: energize your brand with bold alternatives to traditional advertising.

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Contenido

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.'

   INDICE: Section 1: The Problem. Chapter 1. The end of mass media. Chapter 2. Whats eating the 30-second commercial? Chapter 3. Mass Murder Is Advertising even the answer? Chapter 4. The vicious cycle. Chapter 5. The end of the line. Chapter 6. A perfect storm is brewing. Section 2: The Solution: Re:think 4 fundamentals of marketing. Chapter 7. Re:think the changing consumer. Chapter 8. Re:think Branding. Chapter 9. Re:think Advertising (Make Advertising relevant again). Chapter 10. Re:think the Agency (fix the agency mess). Section 3: 10 Approaches that are transforming the marketing and advertising game. Chapter 11. The Internet. Chapter 12. Gaming. Chapter 13. On-Demand Viewing. Chapter 14. Experiential Marketing. Chapter 15. Long Form Content. Chapter 16. Communal Marketing. Chapter 17. Consumer Generated Content. Chapter 18. Search. Chapter 19. Mobile, Music and things that make you go mmm. Chapter 20. Branded Entertainment. Epilogue. Marketers and advertisers.

Detalles del artículo

• Páginas : 304
• Editorial : John Wiley & Sons
• Idioma : Inglés
• Fecha de Publicación : 01/06/2005
• ISBN: 9780471718376
• Encuadernación : Cartoné
• Nº Volúmenes : 1
• País de Publicación : Reino Unido (INGLATERRA)
• Lugar de Publicación : West Sussex