Joseph Jaffe's Life After the 30-Second Spot: Energize Your Brand With a PDF

By Joseph Jaffe

ISBN-10: 0471718378

ISBN-13: 9780471718376

ISBN-10: 0471738697

ISBN-13: 9780471738695

The outdated media innovations advertisers used for many years now not paintings. here is what does!Traditional advertisements, within the type of print, radio, and such a lot particularly, tv, is way much less powerful than it was. ads techniques utilizing purely those mediums now not paintings. existence After the 30-Second Spot explains how savvy retailers and advertisers are responding with new advertising and marketing options to get their message out, get spotted, have interaction their audiences-and bring up revenues! masking themes resembling viral advertising, gaming, on-demand viewing, long-form content material, interactive, and extra, the publication explains the recent avenues retailers and advertisers needs to use to switch conventional print, television, and radio advertising-and which innovations are most popular. This booklet is each marketer's highway map to "new marketing."

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SEARCH If by now you haven’t heard of the little search engine that forever changed the way we live our lives, I would like to come and visit you in your sanctuary in Shangri-La. From a pop-culture standpoint, the word Google is much cooler than its iconic brand predecessors such as Coke, Apple, or even Nike. Google has become synonymous with life after the 30-second spot, the instant-gratification result of consumers “pulling” (and the death knell of push marketers forcing their wares on the enlightened consumer).

ARE YOU ON IT? • The remote control didn’t kill the 30-second spot. • The VCR didn’t kill the 30-second spot. 40 THE PROBLEM • The Internet didn’t kill the 30-second spot. • The DVR didn’t kill the 30-second spot. • The 30-second spot isn’t going away anytime soon (and other urban legends). On any given day, you’ll hear a combination of the preceding statements. Denial is not a river in Egypt; it’s a state of emergency, and it is slowly leading to a landmark moment in the illustrious history of the 30-second spot.

2 Most important business challenges. Source: AAF Survey of Industry Leaders on Advertising Trends 2004, prepared by Atlantic Media Company. 18 THE PROBLEM the landscape has shifted from 2003 to 2004, with media challenges coming in a distant third to a series of right-brain challenges. Even ROI seems to take a backseat to the allimportant task of connecting with the consumer. This, amid a cold, hard reality where media continues to be separated or unbundled from creative. Go figure. CONSUMERS AREN’T AS STUPID AS THEY USED TO BE We’re a long way from the secure shores of Gilligan’s Island (although it’s back on TBS as a reality series) and the days when one message could be delivered to the majority of American households through a single episode of I Love Lucy—and better yet, it was taken at face value.

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Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe

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