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Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising Hardcover – May 25, 2005
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"…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)
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Top Customer Reviews
Life After The 30-Second Spot
You should own this book. I don't even know you, but I know enough that if you're reading this, you are somehow involved in advertising, marketing and communications and that means that you (and everyone you know in this space) should be clutching a copy of Life After The 30-Second Spot - Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe. If you employ people or know someone studying our world, they should be forced to read this book before starting their first day on the job. My guess is, this is the one book most marketers wished they had written (I know I wish I had written it) or are scared to read.
You're right, that's a strong statement to make - especially about a book - but it is well deserved.
Jaffe points a sniper rifle at the advertising world and picks off great (and new) opportunities one at a time. By identifying ten quick wins and how to execute them (or, at least, why you should be paying attention to them), Jaffe shines as a marketer who is more inclined to grow a business organically than hop on the word-of-mouth buzz-hype of the moment (which usually results in a quick jump up in brand lift and then a much sharper drop down to irrelevance).
How often have advertising agencies pulled clients aside and proposed a gaming, experiential or branded entertainment program? It's not always an easy subject for marketers to broach with their clients. Now, thanks to Life After The 30-Second Spot, you have the manual.Read more ›
It is not enough for students to study the media as independent entities or media texts as having some kinds of universal and unilateral meaning handed down by corporations and marketers. Joseph Jaffe makes it clear that consumers have greater empowerment over their media habits than any other time in history and the media world better beware! Today's consumers are more fickle, disloyal, and connected so it is best that students (who embody the early range of the 18-34 advertising sweet-spot)start thinking early about themselves and their future career plans. This book accomplishes just that.
Jaffe intelligently demonstrates how media clutter, fragmentation, and proliferation have changed the way that coprporations conduct their business for new patterns of consumption. To deliver reach and audiences, he suggests that products need to be brands, multi-platform goods and services available twenty-four hours a days at a variety of touch points. It's all about content now and students can realize from this book the range of opportunities currently available in the media industries for creative and financial gain.
I strongly recommend this book over any other book that deals with the integration of entertainment and advertising. Jaffe's ideas and approaches will remain with us for many years to come. It is a book ahead of its time.
It's time to get our heads out the sand and realise that technology, media and consumers have changed dramatically. But advertising hasn't. We must move on. A continued reliance on the 30-second spot as the mainstay of all media strategies just isn't going to cut it. Jaffe brilliantly lays down the arguments and ideas for Life After The 30 Second Spot.
If you're already thinking ahead of the 30-second spot or if you're in a state of denial or anywhere in between - read Jaffe's book. And check out his blog site too jaffejuice.com.
Can't wait for the sequel.
Jaffe frequently misrepresents industry trends through hyperbole, tired cliches, and error. Here are some examples:
- "Branding online is not only possible; without it, branding itself is impossible.
- "Today's consumer exists in a world of perfect information."
- "No longer does a marketer tell consumers what they should buy, where they should buy it, or how they should buy it. Rather it is the consumer who dictates terms and conditions to the marketer."
Let's be clear:
- Branding is certainly possible without an online presence. But if you do a good job building an online presence, it will likely help your brand.
- Today's consumer does not have perfect information. They may have more information at their disposal than they used to but it's far from perfect.
- Consumers buy what they want. They have never simply done what marketers told them. Simultaneously, consumers are not always able to buy what they want on their own terms. Sometimes they can't get what they want at the price that they want.
***Table of Contents***
a) The Problem
b) The Solution: Re:think Four Fundamentals of Marketing
c) 10 Approaches That Are Transforming The Marketing And Advertising Games
......1) The Internet
......3) On-Demand Viewing
......4) Experiential Marketing
......5) Long-Form Content
......6) Communal Marketing
......7) Consumer-Generated Content
......9) Music, Mobile, and Things That Make You Go Mmmm
....10) Branded Entertainment
Most Recent Customer Reviews
sharp, but a book with great breadth of vision.
New media is here. To Think in new advertising.
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