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Jaffe, marketing consultant and former advertising executive, issues a clarion call to abandon the old rules of marketing and wake up to new opportunites. He cites as a root problem the lack of imagination in big agencies (which may not endear him to former agency colleagues!). He offers several lists that help us understand his road map for change, such as major trends that should inspire smart marketers, including the need for 24/7/365 service to customers on their terms--and, through wireless, consumers are always connected and accessible, no matter where they are. The author presents 10 bold alternatives to traditional advertising, which include the Internet, video games that go beyond child's play, word-of-mouth advertising in which communities have the power to build brands, and reckoning with search engines, gatekeepers to online activity. In this excellent book, the author offers thought-provoking insight and advice on how to effectively serve the changing customer. Although not all readers will agree with Jaffe, they ignore him at their peril. Mary Whaley
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“…challenges proven thinking in a very digestible form” (Brand Strategy, 5th December 2005)
"…an excellent read, witty and enlightening. A must read, particularly for clients and those in the creative community." (Media Week, 20th September 2005)
"...a bold mix of alternatives to traditional advertising and a set of new, revolutionary concepts that advertisers and marketers can follow for years to come." (Customer Relationship Management, 1st September 2005)See all Editorial Reviews
sharp, but a book with great breadth of vision.
New media is here. To Think in new advertising.
This is an out-dated book with little value for experienced marketers.
Jaffe frequently misrepresents industry trends through hyperbole, tired cliches, and error. Read more
The 30 second spot is dead. The 30 second spot is dead! THE 30 SECOND SPOT IS DEAD! Alright, I get it already. At least I did after the first 60 pages or so. Read morePublished on April 18, 2007 by Jay Ehret
As a crusty old ad guy, I approach most popular, catchy-titled business books with a mix of skepticism and loathing. Not this one. Read morePublished on February 14, 2007 by David Camp
Joe Jaffe has a real handle on New Marketing, he lives it with his book, blog Jaffe Juice and podcast Across The Sound. Read morePublished on January 15, 2007 by Jay Berkowitz
Joseph Jaffe in his first book lays out the case that traditional advertising is broken and need change in large part to the Internet and rise of consumer generated media. Read morePublished on June 24, 2006 by Brian Spelman
I honestly didn't liked the Life After the 30-second spot, maybe the book was aimed at "beginners" to the world of media and advertising, it seemed like the ideas I was reading... Read morePublished on May 1, 2006 by David Meinen
First off, I'll say up front that I rec'd a review copy of this book for online publication. Second, I've got to say that this was one of the more ground-breaking and... Read morePublished on January 9, 2006 by T. Biro
Jaffe has done a fine job with this book, the basic premise is that if you think marketing is all about advertising, you'd best check your buggy whip and 8 track player at the... Read morePublished on December 31, 2005 by John Wall