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." LIFE AFTER THE 30-SECOND SPOT 5 Acknowledgments 9 Contents 11 Foreword 13 SOME RELEVANT EVIDENCE 13 CHANGE 13 BREAKING 15 BONDS 15 THE END 16 DOMINATION 16 EMBRACING CHANGE 16 Preface 19 SOME FINAL POINTERS 20 Section I: The Problem 23 Chapter 1: The End of Mass Media 27 Chapter 2: What’s Eating the 30-Second Commercial? 34 TOO MUCH CLUTTER 34 CREATIVITY (SUCKS) 38 CONSUMERS AREN’T AS STUPID AS THEY USED TO BE 40 UNACCEPTABLE LEVELS OF WASTE 40 Chapter 3: Mass Murder—Is Advertising Even the Answer? 42 Chapter 4: The Vicious Cycle 45 TELEVISION HAS “JUMPED THE SHARK" 46 DECLINING QUALITY OF CONTENT: THE REALITY OF TELEVISION 47 WATERCOOLER EFFECT 49 Chapter 5: The End of the Line 51 WHERE HAVE ALL THE YOUNG BOYS GONE? 53 THE END OF INNOCENCE 55 Chapter 6: A Perfect Storm Is Brewing 57 BROADBAND 58 WIRELESS 59 SEARCH 60 NETWORKS 61 THE SHIP HAS SET SAIL. ARE YOU ON IT? 61 Section II: The Solution: Re:think Four Fundamentals of Marketing 65 Chapter 7: Re:think the Changing Consumer 69 THE 10 TENETS OF MARKETING TO THE “NEW” CONSUMER 71 THE LAST WORD—A DISSENTING VIEWPOINT 87 Chapter 8: Re:think Branding 89 THE SEVEN ATTRIBUTES OF NEW BRANDING 90 THE NEW BRANDING DIFFERENTIATOR? CRM 98 Chapter 9: Re:think Advertising 100 ADVERTISING DEFINED 102 DESPERATION MARKETING 104 BUSINESS MODEL REDUX 109 ADOPT THREE NEW ROLES OF ADVERTISING 121 Chapter 10: Re:think the Agency 126 Section III: 10 Approaches That Are Transforming the Marketing and Advertising Games 127 Chapter 11: The Internet 131 THE TRUTH ABOUT THE WEB 133 YOU SHOULD BE THINKING ABOUT HOW TO USE THE WEB 140 TV ON THE WEB 147 THE VIEW FROM THE TOP 150 Chapter 12: Gaming 155 WHY GAMING? WHY NOW? 162 THEWIDENING GAP—PLUG IT OR GET PLUGGED 164 Chapter 13: On-Demand Viewing 169 PRIME TIME = MY TIME 170 THE DVR: THE GRIM REAPER HAS COME FOR THE FAT CATS 172 IMPLICATIONS FOR MARKETERS: IS IT TIME TO JOIN THE FOREIGN LEGION? 180 THE DVD 188 Chapter 14: Experiential Marketing 197 EVENT MARKETING 198 DEHYDRATED EXPERIENCE, JUST ADD BRAND 199 BRANDED EXPERIENCES 202 Chapter 15: Long-Form Content 209 A STING IN THE TAIL FOR MEDIA 214 THE INTERRELATIONSHIP BETWEEN BRANDED ENTERTAINMENT AND LONG-FORM CONTENT 217 WHICH CAME FIRST: THE CREATION OF CONTENT OR ITS DISTRIBUTION? 218 Chapter 16: Communal Marketing 221 COMMUNAL COMES FROM THEWORD COMMUNITY 222 CONTROL: THE CRITICAL “COG” 225 PLANNING FOR SUCCESS 230 SPIDEY-SENSE 231 ODE TO BLOGS 235 Chapter 17: Consumer-Generated Content 242 HONDA = LOVE 245 IMAGINATION AT WORK 247 Chapter 18: Search 253 NOTE TO MARKETERS: SEARCH AND YE SHALL FIND 257 WHERE TO SEARCH 259 Chapter 19: Music, Mobile, and Things That Make You Go Mmmm 265 IPOD AND U2’S “VERTIGO” 267 CAPTIVE AUDIENCES 270 DOESN’T MOBILE = WIRELESS = CELL PHONES AND PDAS? 271 Chapter 20: Branded Entertainment 277 COMMERCIAL-FREE TV 279 THE FUTURE OF BRANDED ENTERTAINMENT 283 SCHIZOPHRENIC BRANDS 285 CELEBRITY ENDORSEMENT: A DIFFERENT KIND OF BRANDED ENTERTAINMENT 286 A REALITY CHECK 288 Epilogue: Why Should You Care? 293 Index 299 Traditional advertising-led by its poster child, the 30-second television spot-is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on.It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media-or find an alternative profession.This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game.Jaffe begins by examining what's wrong with media today and reveals why the 30-second spot is presumed dead. But media isn't the only thing that has changed; consumers have too. Smarter and more suspicious than ever, they tune out advertising and change the channel at the first note of a jingle. Jaffe looks at what some marketers are doing to connect with these new consumers, and reveals what the new marketing reality means for branding, advertising, and the advertising agency itself. Finally, he explores in depth ten new nontraditional approaches that are changing the face of advertising, and provides commentary on each tactic from some of today's brightest marketers and advertisers.The 30-second spot is on its last leg, but advertising isn't. Life After the 30-Second Spot challenges marketers and advertisers to reinvent themselves for marketing's new reality, and provides unique, practical, and actionable solutions that really work. There is a firm line between surviving and thriving-on which side will you find yourself? Traditional Advertising - Led By Its Poster Child, The 30-second Television Spot - Is Dead, Dying, Or In Dire Need Of A Shot In The Arm. Take Your Pick, Depending On Which Point Of The Spectrum You Find Yourself. And If None Of The Choices Apply, You May Very Well Be In A State Of Denial. If So, Then You'd Better Read On. It's True. The Times Are Changing, And The Tried-and-true Media Strategies That Advertisers Have Used For Decades No Longer Work Quite So Well. Old-school Ad Campaigns Focused Mainly On Print, Radio, And, In Particular, Television Aren't Nearly As Effective As They Once Were. You Can Blame It On Too Many Tv Channels, The Internet, Tivo, Empowered And Savvy Consumers, Or Anything Else That Sounds Good. But If You're An Advertiser, You'd Better Find Alternatives To Traditional Media - Or Find An Alternative Profession. This Is The Blueprint For Anyone Searching For Fresh, Revolutionary Ways To Get Their Message Out Beyond Traditional Media. Life After The 30-second Spot Reveals How Today's Brightest Marketers Are Using New Tactics To Engage Consumers And New Avenues To Take The Place Of Tv, Radio, And Print. New Marketing Guru Joseph Jaffe Looks At What Works And What Doesn't, And Covers Hot Topics Like On-demand Viewing, Viral Marketing, Gaming, Branded Entertainment, And Experiential Marketing. Proactive And Prescriptive, He Offers Real-world Solutions For Advertisers Struggling To Master The New Rules Of The Ad Game.--jacket. The Problem. The End Of Mass Media ; What's Eating The 30-second Commercial ; Mass Murder: Is Advertising Even The Answer? ; The Vicious Cycle ; The End Of The Line ; A Perfect Storm Is Brewing -- The Solution: Re:think Four Fundamentals Of Marketing. Re:think The Changing Consumer ; Re:think Branding ; Re:think Advertising: Make Advertising Relevant Again ; Re:think The Agency: Fix The Agency Mess -- 10 Approaches That Are Transforming The Marketing And Advertising Games. The Internet ; Gaming ; On-demand Viewing ; Experiential Marketing ; Long-form Content ; Communal Marketing ; Consumer-generated Content ; Search ; Music, Mobile, And Things That Make You Go Mmmm ; Branded Entertainment. Joseph Jaffe. Includes Bibliographical References And Index. "Traditional advertising - led by its poster child, the 30-second television spot - is dead, dying, or in dire need of a shot in the arm. Take your pick, depending on which point of the spectrum you find yourself. And if none of the choices apply, you may very well be in a state of denial. If so, then you'd better read on." "It's true. The times are changing, and the tried-and-true media strategies that advertisers have used for decades no longer work quite so well. Old-school ad campaigns focused mainly on print, radio, and, in particular, television aren't nearly as effective as they once were. You can blame it on too many TV channels, the Internet, TiVo, empowered and savvy consumers, or anything else that sounds good. But if you're an advertiser, you'd better find alternatives to traditional media - or find an alternative profession." "This is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media. Life After the 30-Second Spot reveals how today's brightest marketers are using new tactics to engage consumers and new avenues to take the place of TV, radio, and print. New Marketing guru Joseph Jaffe looks at what works and what doesn't, and covers hot topics like on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing. Proactive and prescriptive, he offers real-world solutions for advertisers struggling to master the new rules of the ad game."--Descripción del editor