Download PDF by Joseph Jaffe: Life After the 30-Second Spot: Energize Your Brand With a

By Joseph Jaffe

ISBN-10: 0471718378

ISBN-13: 9780471718376

ISBN-10: 0471738697

ISBN-13: 9780471738695

The previous media suggestions advertisers used for many years now not paintings. here is what does!Traditional ads, within the kind of print, radio, and so much particularly, tv, is way much less potent than it was. advertisements suggestions utilizing in basic terms those mediums now not paintings. lifestyles After the 30-Second Spot explains how savvy retailers and advertisers are responding with new advertising and marketing innovations to get their message out, get spotted, interact their audiences-and raise revenues! masking themes corresponding to viral advertising and marketing, gaming, on-demand viewing, long-form content material, interactive, and extra, the e-book explains the recent avenues sellers and advertisers needs to use to exchange conventional print, television, and radio advertising-and which ideas are finest. This ebook is each marketer's highway map to "new marketing."

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

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The Web and network television are reverse images of each other. The only other media touch point that finds itself on the wrong end of growth is video games, but this is seen as an anomaly attributable to it being the fifth year of a five-year cycle. With the release of the next-generation consoles, such as PlayStation Portable (PSP) or Xbox 2, video game growth is expected to rise again. THE END OF INNOCENCE Traditional marketing, or what I would call “old marketing,” is widely held to be a methodology created in direct response to the industrial revolution.

The 30-second spot isn’t going away anytime soon (and other urban legends). On any given day, you’ll hear a combination of the preceding statements. Denial is not a river in Egypt; it’s a state of emergency, and it is slowly leading to a landmark moment in the illustrious history of the 30-second spot. The remote control might not have killed the 30-second commercial, but that’s really because it ducked and dived within Nielsen’s flawed methodology, hiding in between 15minute intervals of content to the point where it now lives and lurks within content.

1 Dwindling day-after recall. Source: National Association of Broadcasters (NAB), 1965–1986; Nielsen (2000). 16 THE PROBLEM anything but zero. Poltrack then essentially concedes that on any given night, it’s a crapshoot to determine which singular brand is going to be recalled and which ad will be remembered without any idea of who the advertising brand is. Poltrack should consider changing his title to executive vice president of Betting and Gambling. Conversely, R/GA’s Bob Greenberg talks about media foreground and media background, and when all of this data is combined, he suggests that the first hurdle—namely, getting your message in front of an (as opposed to your) audience—is not good enough.

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


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