30秒改变生活：大胆的融合打响你的品牌/LIFE AFTER THE 30-SECOND SPOT
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作者： Joseph Jaffe 著
出 版 社： 吉林长白山
出版时间： 2005-12-1字数：版次：页数： 284印刷时间： 2005/12/01开本：印次：纸张： 胶版纸I S B N ： 9780471718376包装： 精装内容简介
In March of 2005, the Pepsi-Cola Company announced that they would be reintroducing Pepsi One diet cola with one major twist—no 30-second spots. Instead the campaign would include events (see Chapter 14), online films (see Chapters 11 and 15) and other alternatives to traditional advertising such as trading cards.
Traditional advertising—led by its poster child, the 30-second television spot—is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on.
It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media—or find an alternative profession.
This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game.
Jaffe begins by examining what's wrong with media today and reveals why the 30-second spot is presumed dead. But media isn't the only thing that has changed; consumers have too. Smarter and more suspicious than ever, they tune out advertising and change the channel at the first note of a jingle. Jaffe looks at what some marketers are doing to connect with these new consumers, and reveals what the new marketing reality means for branding, advertising, and the advertising agency itself. Finally, he explores in depth ten new nontraditional approaches that are changing the face of advertising, and provides commentary on each tactic from some of today's brightest marketers and advertisers.
The 30-second spot is on its last leg, but advertising isn't. Life After the 30-Second Spot challenges marketers and advertisers to reinvent themselves for marketing's new reality, and provides unique, practical, and actionable solutions that really work. There is a firm line between surviving and thriving—on which side will you find yourself?
作者简介
JOSEPH JAFFE is President and founder of jaffe, LLC (www.getthejuice.com), a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWA\Chiat\Day and OMD USA. His past and current clients include Kmart, Absolut Vodka, Embassy Suites, Cunard, the AAAA, Reuters, MSN, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School. Hailing from South Africa, Joseph lives with his wife and two children in Westport, Connecticut.
目录
Foreword
Preface
SECTION I: The Problem
1 The End of Mass Media
2 What’s Eating the 30-Second Commercial?
3 Mass Murder—Is Advertising Even the Answer?
4 The Vicious Cycle
5 The End of the Line
6 A Perfect Storm Is Brewing
SECTION II: The Solution: Re:think Four Fundamentals of Marketing
7 Re:think the Changing Consumer
8 Re:think Branding
9 Re:think Advertising: Make Advertising Relevant Again
10 Re:think the Agency: Fix the Agency Mess
SECTION III: 10 Approaches That Are Transforming the Marketing and Advertising Games
11 The Internet
12 Gaming
13 On-Demand Viewing
14 Experiential Marketing
15 Long-Form Content
16 Communal Marketing
17 Consumer-Generated Content
18 Search
19 Music, Mobile, and Things That Make You Go Mmmm
20 Branded Entertainment
Epilogue
Index
