Advertising is Dead: Long Live Advertising!

by Tom Himpe, Will Collin (Introduction)

The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.

Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.

The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and
• the four driving forces for getting close to the be personal; go where the competition isn't; make the brand invisible; be unpredictable;
• the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;
• the four types of campaign that make use of this new knowledge. 435 color illustrations.

Genres: Design

224 pages, Hardcover

First published January 1, 2006

Reviews

[Maikachakep · Rating 5 out of 5]

Open our mind of how great a good idea can be, and applicated on mediums other than treditional advertising (TVC and Print ads).

[Justin Cormack · Rating 3 out of 5]

This is quite a good survey of non-standard advertising channels. The examples are really well chosen, and really effective high quality campaigns.

[Gerdien Stevense · Rating 4 out of 5]

Interesting overview. Would be nice if there was a second edition with new work.