 Twenty years ago an advertiser could reach 80 per cent of the US 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 guerilla, 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 illustrates:
• The four driving forces for getting closer to the consumer:
be personal, go where the competition isn’t, make the brand invisible, be unpredictable.
• The eight techniques – from consumer involvement to channelling 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.
Advertising is Dead is the only complete survey of a global shift affecting all kinds of business, and is vital reading for all advertising, marketing and communications professionals.
‘Invaluable … can be enjoyed by students of the art and by anyone who wants to catch up with loads of images from cool global campaigns they probably never saw’– Arena
‘A useful reference for anyone studying or working in the current advertising, marketing and communications industry’– 200 by 200 ezine |
|
|
★★★★★
订阅标识：www.longzhimei.com
