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Life After The 30-Second Spot - 9780471718376

Un libro in lingua di Joseph Jaffe edito da John Wiley & Sons Inc, 2005

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Thanks to the growth of the fine art of channel-surfing and the science of TV commercial denial, the television ad has become moot. Consultant Jaffe offers 20 entertaining shots (which he frankly describes as "opinion pieces") at the problem, rethinking the consumer (as well as the brand, advertising and the advertising agency) and in the remaining ten slots, ways to transform the marketing and advertising game. Working from his experience at the creative end of advertising, Jaffe writes about the Internet, experiential marketing, communal marketing, music, and other new ways to avoid your advertising drying up and blowing away in the dozens of channels and millions of remote controls in this country. Jaffe also makes good use of experts in the various new marketing methods, but he might consider including references in the next edition. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

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