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



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

Joseph Jaffe

ISBN: 978-0-471-73869-5 June 2005 304 Pages


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."

Foreword xi

Preface xvii

SECTION I The Problem

1. The End of Mass Media 5

2. What’s Eating the 30-Second Commercial? 12

3. Mass Murder—Is Advertising Even the Answer? 20

4. The Vicious Cycle 23

5. The End of the Line 29

6. A Perfect Storm Is Brewing 35

SECTION II The Solution: Re:think Four Fundamentals of Marketing

7. Re:think the Changing Consumer 47

8. Re:think Branding 67

9. Re:think Advertising: Make Advertising Relevant Again 78

10. Re:think the Agency: Fix the Agency Mess 104

SECTION III 10 Approaches That Are Transforming the Marketing and Advertising Games

11. The Internet 109

12. Gaming 133

13. On-Demand Viewing 147

14. Experiential Marketing 175

15. Long-Form Content 187

16. Communal Marketing 199

17. Consumer-Generated Content 220

18. Search 231

19. Music, Mobile, and Things That Make You Go Mmmm 243

20. Branded Entertainment 255

Epilogue 271

Index 277

“…challenges proven thinking in a very digestible form” (Brand Strategy, 5th December 2005)

"…an excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005)

"...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)