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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

4.5 out of 5 stars 28 customer reviews

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Editorial Reviews

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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
Copyright © American Library Association. All rights reserved

Review

“…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)

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Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (May 25, 2005)
  • Language: English
  • ISBN-10: 0471718378
  • ISBN-13: 978-0471718376
  • Product Dimensions: 6.4 x 1 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (28 customer reviews)
  • Amazon Best Sellers Rank: #1,417,797 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
I reviewed this over at the CMA - Canadian Marketing Association - Website and I thought it was appropriate to post it here as well...

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.
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Format: Hardcover
"Life After the 30-Second Spot" is an excellent book for those not only in the corporate media world but for students who will be tomorrow's leaders. It is a engaging, jargon-free, and practical primer on the power of branding in today's media-saturated world that can serve the disciplines of film and television studies, communication, and business.

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.
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Format: Hardcover
For anyone remotely involved with advertising and brand communications, if you haven't already, you should read Joseph Jaffe's excellent, thought provoking and brave book. In the foreword Don Schultz says 'this is the book I wish I had written'. I'm sure many more people will feel the same.

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.
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Format: Hardcover
This is an out-dated book with little value for experienced marketers.

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
......2) Gaming
......3) On-Demand Viewing
......4) Experiential Marketing
......5) Long-Form Content
......6) Communal Marketing
......7) Consumer-Generated Content
......8) Search
......9) Music, Mobile, and Things That Make You Go Mmmm
....10) Branded Entertainment
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