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Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising
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."
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."
284 pages, Hardcover
First published May 25, 2005
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Displaying 1 - 3 of 3 reviews
January 20, 2008
Lift after the 30 second spot? Talk about the obvious.
July 31, 2009
How I Came To Read This Book: I believe I bought it while in my third year of University, studying advertising and feeling like there was some cool business books out there I should check out.
The Plot: This book is divided into two distinct sections. The first, dubbed the re: section, is basically a bunch of theory and chatter about what *isn't* working in current advertising mixes and why it's failing. The second, and more interesting of the two, looks at 10 emerging mediums in advertising - ranging from on-demand advertising to video games to long-form - through case studies, suggestions, and facts.
The Good & The Bad: The second part of this book definitely outshines the first part - as Jaffe himself seems to recognize, since he sticks the last section of the first half online in case you *really* feel like continuing on the theory / downer side of the book. The second half is a lot more positive, engaging, and concrete - exactly the kind of pick-me-up you'll be looking for after doom & gloom part one. I would say that some of the ideas in this book might even seem a little dated, or at least come to fulfillment, since it was written. That being said, there are still a few unique ideas - some that may be a long way off, and some you may just not have thought of for a specific brand - that still make this a worthwhile read. Although keep in mind, this book is very much targeted to big brands, big business - small fish need not apply since their initial concept budgets will obviously be much smaller than the big brands highlighted in this book.
The Bottom Line: Worthwhile, but maybe for just 30 seconds longer?
Anything Memorable?: I wrote a book review for this that showed up in the Advisor, the Advertising Association of Winnipeg's newsletter.
50-Book Challenge?: Nope
The Plot: This book is divided into two distinct sections. The first, dubbed the re: section, is basically a bunch of theory and chatter about what *isn't* working in current advertising mixes and why it's failing. The second, and more interesting of the two, looks at 10 emerging mediums in advertising - ranging from on-demand advertising to video games to long-form - through case studies, suggestions, and facts.
The Good & The Bad: The second part of this book definitely outshines the first part - as Jaffe himself seems to recognize, since he sticks the last section of the first half online in case you *really* feel like continuing on the theory / downer side of the book. The second half is a lot more positive, engaging, and concrete - exactly the kind of pick-me-up you'll be looking for after doom & gloom part one. I would say that some of the ideas in this book might even seem a little dated, or at least come to fulfillment, since it was written. That being said, there are still a few unique ideas - some that may be a long way off, and some you may just not have thought of for a specific brand - that still make this a worthwhile read. Although keep in mind, this book is very much targeted to big brands, big business - small fish need not apply since their initial concept budgets will obviously be much smaller than the big brands highlighted in this book.
The Bottom Line: Worthwhile, but maybe for just 30 seconds longer?
Anything Memorable?: I wrote a book review for this that showed up in the Advisor, the Advertising Association of Winnipeg's newsletter.
50-Book Challenge?: Nope
May 20, 2009
A great read for anyone who wants to come out of the traditional advertising landscape.
Displaying 1 - 3 of 3 reviews