Life After the 30–Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising

Praise for Life After the 30–Second Spot
"Advertising will change more in the next five years than it has in the last fifty. Joseph′s book is a postcard from the cutting edge. For anyone out there who thinks that old marketing formulas still apply, this book on new marketing should be required reading."
—Donny Deutsch, Chairman/CEO, Deutsch, Inc.
"The fundamental challenge in advertising is to stay ahead of an environment that is evolving at speeds unimagined by many of us only a few short years ago. Jaffe not only captures the fluid state of our industry today, but describes in detail the cutting–edge media platforms, opportunities, and marketing solutions that are emerging in and from this atmosphere of change. Bravo Joe!"
—David Verklin, CEO, Carat Americas
"About the only thing missing in this book is perforated pages—so they can be ripped from the text and duct–taped to the cabinet over the workspace of every advertising person. This is the book I wish I had written."
—From the Foreword by Don E. Shultz, Kellogg School of Marketing Northwestern University
"The marketing world has become an extremely complex landscape. Jaffe provides a clear blueprint to help marketers navigate their way forward."
—Cammie Dunaway, Chief Marketing Officer, Yahoo!
"Articulating the road ahead for branding in a world no longer dominated by the 30–second spot is not for the faint of heart. It demands the spirited and urbane leadership of a marketing champion like Jaffe, who not only gets it, but gives it, like no other."
—Peter Weedfald, Senior Vice President of Sales and Marketing Samsung Consumer Electronics Division

Spis treści:
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.

Nota biograficzna:
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.
There is life after thirty. Test your strength, endurance, and flexibility at www.lifeafter30.com or join the conversation at www.jaffejuice.com.

Okładka tylna:
Praise for Life After the 30–Second Spot
"Advertising will change more in the next five years than it has in the last fifty. Joseph′s book is a postcard from the cutting edge. For anyone out there who thinks that old marketing formulas still apply, this book on new marketing should be required reading."
—Donny Deutsch, Chairman/CEO, Deutsch, Inc.
"The fundamental challenge in advertising is to stay ahead of an environment that is evolving at speeds unimagined by many of us only a few short years ago. Jaffe not onl y captures the fluid state of our industry today, but describes in detail the cutting–edge media platforms, opportunities, and marketing solutions that are emerging in and from this atmosphere of change. Bravo Joe!"
—David Verklin, CEO, Carat Americas
"About the only thing missing in this book is perforated pages—so they can be ripped from the text and duct–taped to the cabinet over the workspace of every advertising person. This is the book I wish I had written."
—From the Foreword by Don E. Shultz, Kellogg School of Marketing Northwestern University
"The marketing world has become an extremely complex landscape. Jaffe provides a clear blueprint to help marketers navigate their way forward."
—Cammie Dunaway, Chief Marketing Officer, Yahoo!
"Articulating the road ahead for branding in a world no longer dominated by the 30–second spot is not for the faint of heart. It demands the spirited and urbane leadership of a marketing champion like Jaffe, who not only gets it, but gives it, like no other."
—Peter Weedfald, Senior Vice President of Sales and Marketing Samsung Consumer Electronics Division